This year’s Super Bowl ad slate shows just how much has changed in the conversation around health and wellness, with advertisers willing to spend big to push messages about longevity and GLP-1s. ATN previews the ads you can expect to see
The Super Bowl has long been America’s unofficial holiday of excess, a day when calories don’t count, beer flows freely and advertisers spend oodles for prime commercial real estate.
But we’re in 2026 now, and things have changed: nearly 12% of Americans have tried GLP-1s for weight loss, drinking has hit an all-time low and even sodas are becoming gut-friendly.
Scan the confirmed ad lineup for Super Bowl LX and you’ll find that advertisers have taken notice.
Here’s what to expect this year during the game:
Ro, Serena Williams Tout the Benefits of GLP-1s
Telehealth giant Ro is set to air its first-ever Super Bowl spot featuring tennis pro and ambassador Serena Williams. The commercial will share Williams’ experience on GLP-1s, including a 34-pound weight loss, reduced knee joint stress and steady blood sugar.
“There is no one with more willpower and self-discipline than Serena Williams, which is why she’s the perfect person to help people see that GLP-1s are not a shortcut,” Ro co-founder and CEO Zach Reitano said. “Serena’s journey on Ro has been an inspiration to millions of people. We’re excited to continue to work with her to share how Ro and GLP-1s have helped achieve her health goals. This is just the beginning.”
Raisin Bran Rides the (Emerging) Fiber Bandwagon
Protein may get all the love, but Kellogg’s Raisin Bran is using Super Bowl LX to promote Raisin Bran and remind Americans that fiber is just as important. The spot features William Shatner as the brand’s “bran” ambassador.
“The Big Game represents peak snacking and indulgent eating, and while all foods can fit, it can highlight the consequences of not getting enough fiber,” WK Kellogg Co. chief well-being and sustainable business officer Sarah Ludmer said. “Fiber is a vital nutrient missing from most diets that helps overall digestive wellness. Our goal is to use this massive platform to educate consumers on the unique role high fiber cereals play in closing the fiber gap from grains.”
Hims & Hers Confronts the Wealth-Health Gap
Hims & Hers is back this year with a provocative message narrated by Common: “Rich people live longer.”
The ad contrasts wealthy individuals accessing advanced longevity treatments with everyday Americans locked out, sending the message that the wealth gap is a health gap. The telehealth platform offers GLP-1s, hormone replacement therapy and lab testing.
“This ad was created to feel as disruptive as our business model,” Dan Kenger, chief design officer of Hims & Hers, said. “When you’re challenging a system that has been broken for generations, the design has to feel like a catalyst for change. We’re not showing off products; we’re helping people visualize a future where premium care is accessible for every single person on the planet.”
Pepsi Is Going Zero Sugar
Pepsi is bringing its zero-sugar offering to center stage at Super Bowl LX with a spot that challenges cola drinkers to reconsider what they’re missing. The commercial features a polar bear discovering his preference for Pepsi Zero Sugar over Coke Zero Sugar in a blind taste test, set to Queen’s “I Want to Break Free.”
The ad arrives as demand for zero-sugar sodas accelerates among health-conscious consumers, with Pepsi Zero Sugar posting 30.8% growth in 2025, nearly double the zero-sugar cola category.
Poppi Wants You To Get Excited About Gut-Friendly Soda
PepsiCo’s new gut-friendly soda brand Poppi returns to the Super Bowl ad lineup this year with singer Charli xcx and actress Rachel Sennott in tow. The spot, directed by Aiden Zamiri, promises to bring the “vibes.”
“Charli xcx, Rachel Sennott and Aiden Zamiri are all people who create culture — they don’t chase it,” Kristina MacIntosh, SVP of marketing, said in a statement. “Partnering with them for the Super Bowl felt like the most natural extension of who we are as a brand: confident, a little unexpected and tapped into what’s actually happening right now. That’s where the magic is for us.”
With Liquid I.V., Hydration Gets Its Time in the Spotlight
Liquid I.V. is set to unveil its first Super Bowl spot this weekend, although the hydration brand is keeping its ad under wraps — for now. What we do know, however, is that it will lean into a Hollywood feel.
“The Super Bowl is the next biggest stage for us to put our brand on,” Liquid I.V. CMO Stacey Andrade-Wells told Marketing Brew. “We’ve gone with a very bold public service announcement that your dehydration is trying to get your attention, and Liquid I.V. is the answer.”
Oikos Reminds Us That Greek Yogurt Is High-Protein
Oikos is returning to the Super Bowl ad lineup this year to promote its high-protein yogurt brand in a 30-second spot that includes actress Kathryn Hahn and Baltimore Ravens running back Derrick Henry.
“I’m so proud to be a part of the Oikos spot during this year’s Big Game because it celebrates strength and what it truly takes to get there – protein-packed nutrition, training and team effort,” Henry said. “Getting in high-quality protein that tastes amazing is sometimes hard to do but Oikos delivers.”
Novo Nordisk Promotes Weight-Loss Pills
Drug maker Novo Nordisk is also getting into the Super Bowl ad space to promote its once-daily Wegovy pill, an oral alternative to injectable weight loss medication.
“Millions of people may be curious about trying a medicine to help manage their weight, but are sitting on the sidelines, waiting for an option that works for them,” Novo Nordisk SVP of marketing and patient solutions Ed Cinca said. “We chose to show up at the big game because it gives us a rare chance to speak to so many people at once—to cut through clutter and start honest conversations about weight for people who want to take a step toward better health.”
The celeb-filled ad features Kenan Thompson, DJ Khaled, Danielle Brooks, Ana Gasteyer, John C. Reilly and Danny Trejo.
MAHA Makes an Appearance, Too
Super Bowl viewers can also expect an ad featuring Mike Tyson, courtesy of independent nonprofit MAHA Center Inc.
The Brett Ratner–directed spot depicts Tyson reflecting on his struggles with ultra-processed foods and the death of his sister from obesity. It will kick off a national campaign that the organization says supports the Trump administration’s efforts around health and nutrition.
