Super Bowl LX Commercials: A Dark Mirror of America's Current Reality
For decades, the Super Bowl has been as much about the iconic commercials as the football game itself. Memorable ads like Britney Spears' 2001 Joy of Pepsi spot or Betty White's football-playing Snickers commercial have become cultural touchstones, generating Monday morning water-cooler conversations across the nation.
A Shift from Humor to Dystopian Themes
Super Bowl LX marked a dramatic departure from this tradition. Instead of lighthearted humor, viewers were confronted with advertisements centered on artificial intelligence, cryptocurrency, GLP-1 medications, and political agenda items including Trump accounts for children and "Make America Healthy Again" messaging. This thematic shift didn't go unnoticed by audiences, who took to social media platforms to express their discomfort with the new advertising landscape.
"The Super Bowl commercials last night were so damn scary. Straight out of a Black Mirror episode," one Threads user observed. Another commentator noted: "The Super Bowl commercials are all the same. AI, crypto, Scientology. Yeah we get it you're in a cult."
Jump-Scare Branding and Surveillance Concerns
Some advertisements began with seemingly uplifting or entertaining content, only to reveal jarring branding at the conclusion. A viral video circulating on X captured Super Bowl party attendees enthusiastically singing along to Backstreet Boys music in a karaoke-style moment during a commercial, only to react with boos and middle finger gestures when the cryptocurrency company Coinbase logo appeared on screen.
The Ring doorbell commercial proved particularly controversial, showcasing the company's new AI-powered "search party" feature that helps locate lost pets. While presented as a helpful tool for finding missing dogs, many social media users interpreted the advertisement as promoting surveillance state technology. Rumors circulated that Ring allows U.S. Immigration and Customs Enforcement to utilize its footage for immigration raids, though the company has publicly denied these allegations.
"Guys, I'm gonna need you to understand that the Ring commercial was not about finding lost dogs," one Threads user wrote. Another posted: "Ring is not trying to help anyone locate lost dogs. That commercial was a dog whistle. Abolish ring AND ice."
Commercials as Reflection of Societal Stressors
These advertisements collectively painted a dystopian portrait of contemporary American life, arriving at a time when many citizens face soaring living costs, widespread job insecurity, and immigration enforcement concerns that have left some communities fearful. The 2026 Super Bowl commercials highlighted what matters most in America today, and for many viewers, the message was unsettling.
As artificial intelligence companies like Google Gemini and OpenAI attempt to reassure the public about AI's benefits, workers across industries face displacement by automated systems. Meanwhile, advertisements promoting "real food" alternatives appeared alongside policies reducing food stamp access for millions of Americans.
Licensed professional counselor Jeff Guenther, known as @TherapyJeff on social media, addressed this dynamic in an article, stating: "Capitalism is damaging your mental health." He argued that Super Bowl advertisements reinforce capitalist pillars including materialism, competitiveness, and individualism—factors linked to increased depression and anxiety in a 2021 meta-analysis examining neoliberal policies' psychological consequences.
The Psychological Impact of Dystopian Advertising
Mental health experts note that the United States is experiencing a period of "national trauma," and the human body cannot distinguish between immediate physical threats and distressing content viewed on screens. Whether watching a Ring surveillance commercial or facing real-life stressors, the body's stress response activates similarly, triggering increased heart rates, stress hormone release, and eventual symptoms including fatigue, mood fluctuations, digestive issues, depression, and emotional numbness.
While Super Bowl commercials themselves aren't the primary problem requiring solution, they function as a microcosm of the broader stressors Americans have navigated for years. The advertisements reflect underlying anxieties about technology's role in society, economic instability, and political polarization.
Coping with the Current Reality
There are practical strategies to mitigate stress from this challenging environment:
- Spending quality time with loved ones and maintaining social connections
- Engaging in regular outdoor exercise and physical activity
- Establishing boundaries around news consumption and social media usage
- Practicing mindfulness and stress-reduction techniques
While staying informed remains important, consuming every distressing news item or advertisement isn't necessary for meaningful engagement with current events. For those disturbed by Super Bowl LX's commercial landscape, recognizing that these feelings are widely shared can provide some comfort amidst the dystopian advertising themes.
