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Zevo is bringing household pest control into the Super Bowl conversation with a campaign that reframes the idea of the most valuable player by positioning home hosts as the real heroes on game day.

The campaign centres on themes of home, community and connection.

e.l.f. Cosmetics will return to the Big Game on Sunday, February 8, 2026, with a telenovela-inspired campaign that centres on inclusivity, accessibility and cultural connection.

With over 25 years of senior creative leadership experience, including at TBWA\Worldwide, Ben brings a career-spanning perspective across brand, design, experience, and technology-driven creativity.

The line-up also highlights the growing influence of independent agencies, alongside leaders from global brands and platforms.

The Vienna Tourist Board invited the entire Scottish village of Dull to visit the Austrian capital and judge whether the city is dull in January, in a campaign developed with Jung von Matt DONAU.

Pot Noodle has relaunched its iconic "slurp" in a new campaign that reinforces the brand’s platform, "Nothing Satisfies Like Pot Noodle."

The initiative, created by DAVID New York, positions the game as a platform for maintaining bonds among friends, even when life and schedules get in the way.

Energy provider E.ON has appointed McCann Leeds as its lead creative agency for the Energy Infrastructure Solutions division, tasking the agency with strengthening how the business communicates its role in delivering local energy systems across the UK.

Tree Hut is making its Super Bowl debut with a creator-led campaign that brings the brand’s social-first energy to broadcast television for the first time.

Airing in the second quarter, this year’s spot features Matthew McConaughey laying out his case, facing off against football’s biggest defender, Bradley Cooper, with Parker Posey stepping in as the unhinged referee in the rivalry.

The campaign forms part of the "Xfinity Imagine That" platform, highlighting how seamless connectivity enhances everyday life.

Samsara is making its Super Bowl LX debut with a commercial starring Jesse Love, the 2025 NASCAR O'Reilly Auto Parts Series Champion, highlighting the theme that “elite performance is a team sport.”

The 30-second spot humorously depicts Robinson as a mastermind running a business empire, only to be sabotaged by outdated, fragmented software—highlighting the inefficiencies HR, IT, and Finance leaders face with multiple disjointed tools.

The spot introduces the brand's newly reformulated Alcohol-Free Whole Body Deo Spray. Airing during Music's Biggest Night, "Hot Like Us" celebrates movement, music, and all-over freshness, without the burn.

The work introduces a core pricing shift in which Grubhub covers delivery and service fees on restaurant orders over $50.

Saatchi & Saatchi Australia has strengthened its creative leadership with the appointment of James Cowie as executive creative director and the promotion of Piero Ruzzene to the same role.

The brief positions the independent agency to lead brand communications across multiple international markets.

The launch marks a significant next step in the retailer’s European growth, strengthening eyes + more’s position at the intersection of fashion, lifestyle and accessible eyewear.

PMG has been appointed media agency of record and creative production partner for Geely Auto UK, following a competitive pitch.

Directed by Academy Award-winning filmmaker Taika Waititi, the spot centres on blind taste testing and positions Pepsi Zero Sugar against rival cola brands.