Category: In the News

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Now that the dust has settled around the 60-plus Super Bowl ad spots rolled out this year, it’s time to reflect on the best and worst commercials from Super Bowl 2026.

Anthropic took a jab at OpenAI’s ad product launch and T-Mobile and Coinbase used The Backstreet Boys top play up millennial nostalgia. Meanwhile, Dunkin’ and Xfinity stacked celebs in their ad spots (jury’s out whether generative AI or CGI was used to make the celebs look younger.) All said, a few things were clear: AI platforms like OpenAI and Google are becoming Super Bowl ad regulars, celebs are still the go-to Big Game strategy and in a high-stakes cultural landscape, and sports betting is the new American past time.

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Subscriptions were supposed to save publishers. Now, they’re becoming part of the survival logic for agencies too.

At agency holdco S4 Capital, the pivot is already taking shape.

By the end of the year, about a quarter of revenue at its Monks arm is expected to come from what it calls subscriptions — not in the Netflix sense but as a commercial model where, instead of selling hours, the agency sells ongoing access to a bundle that combines senior talent, AI workflows, agents and institutional knowledge for a steady, recurring fee.

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