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A roundup of Stagwell’s work at Super Bowl:

• 2023
• 2024
• 2025

72andSunny, Allison, Anomaly, Code and Theory, Colle McVoy, Crispin, Gold Rabbit Sports, The Harris Poll, HarrisX, HUNTER, JetFuel, The Marketing Cloud’s HarrisQuest and The People Platform, Movers+Shakers, SPORT BEACH, and TEAM delivered powerful work before, during, and after the big game

2 Spots Earned Top 10 Honors from USA Today Ad Meter

NEW YORK and SAN FRANCISCO, Feb. 09, 2026 – Stagwell, the global challenger network transforming marketing through AI, made a major impact during Super Bowl LX, with its agencies delivering seven standout commercials during the Big Game for clients including Bud Light, Grubhub, e.l.f. Beauty, Kinder Bueno, Liquid I.V., and the National Football League (NFL).

Beyond the game itself, Stagwell agencies drove buzz with high-profile brand activations, cultural moments, and off-field campaigns across Super Week, supporting clients such as Don Julio, Frank’s RedHot, Meta Reality Labs, Perdue, Starbucks, Target and more. On air during the Big Game, Stagwell’s creative work earned significant recognition, with 2 commercials landing among the top 10 highest-rated ads in the USA TODAY Ad Meter.

In the days leading up to Super Bowl LX, SPORT BEACH convened industry leaders, athletes, creators, and brands at the SPORT BEACH Clubhouse in San Francisco, built in partnership with TEAM, for conversations and experiences shaping the future of sports marketing.

“I’m proud of the incredible work done by our teams and agencies at Stagwell, and it shows that the combination of the best in creativity and technology is the winning formula for the future,” said Mark Penn, Chairman and CEO of Stagwell. “We punched 10 times over our weight at the Super Bowl with 10% or more of the ads.”

The Big Game

Crafting the biggest brand narratives at the Super Bowl.

e.l.f. Beauty x 72andSunny x HarrisX

e.l.f. Beauty “Melisa” – 72andSunny created a telenovela-style Super Bowl campaign for e.l.f. Beauty starring Melissa McCarthy, playing up melodrama and pop-culture timing just ahead of Bad Bunny’s halftime show. The spot humorously follows McCarthy’s frantic preparation for the year’s biggest reggaetón moment—complete with exaggerated twists and gasps—where her unlikely hero is e.l.f.’s Glow Reviver Lip Oil. Alongside 72andSunny, HarrisX partnered with e.l.f. Beauty to unite the campaign’s bold creative vision with a data-driven strategy. From early-stage concept and script validation through final spot testing, HarrisX helped ensure the telenovela-style campaign resonated with consumers—especially e.l.f. customers—while advising on how the creative could be deployed most effectively to cut through on the Super Bowl stage.

Grubhub x Anomaly

Grubhub “The Feest” – Anomaly launched Grubhub’s first Super Bowl spot, directed by Poor Things and Bugonia filmmaker Yorgos Lanthimos, featuring an indulgent spread and a mystery dish. The spot calls out the growing frustration consumers feel with excessive food delivery fees, positioning Grubhub as the brand willing to “eat the fees” on orders over $50.

Kinder Bueno x Anomaly

Kinder Bueno “Yes Bueno” – Anomaly also delivered Kinder Bueno’s first Super Bowl ad, featuring a high-stakes space-themed adventure. Turning everyday “No Bueno” moments into “Yes Bueno” ones through the power of the brand’s irresistible crispy wafer, smooth chocolate, and creamy hazelnut filling.

Liquid I.V. x Anomaly

Liquid I.V. “Take a Look” – Anomaly tapped into the insight that on any given day, 75% percent of Americans are dehydrated but don’t know it. So for the brand’s first Super Bowl commercial, they gave a voice to America’s toilets so they could tell us to look at the clearest sign of dehydration: our yellow pee.

NFL x 72andSunny

NFL “Champion” – 72andSunny debuted the NFL’s brand campaign, an ode to youth coaches whose inspiration, words, and lessons extend far beyond the field.

NFL x 72andSunny

NFL “You Are Special” – 72andSunny shared a new spot featuring a group sing-along led by former and current NFL players Michael Strahan, Cam Heyward and Christian McCaffrey. The kids hail from Harlem Children’s Zone, Boys & Girls Clubs of America and SMASH, three groups that receive grants through the NFL’s “Inspire Change” program—a social justice initiative aimed at reducing barriers to opportunity, particularly in communities of color. 

Off the Field

Outside of the national stage, clients and agencies made a splash.

72andSunny

72andSunny helped Hard Rock Bet give Gloria Gaynor’s heartbreak anthem, “I Will Survive,” a comedic twist that serves as a rallying cry as football fans transition to the next betting season. The final whistle at the Super Bowl marks the end of football season, but there’s basketball, soccer, and more sports to look forward to.

Allison

Allison and Tillamook partnered to bring to life Tillamook’s Super Bowl activation, brokering a partnership with 49ers star Fred Warner and creating 40-lb cheese carvings of key sports figures to bring dairy delight to Radio Row. Allison also executed onsite activations for Dexcom, Good Sportsand Special Olympics. Dexcom featured Mike Golic Sr. and Jets Wide Receiver AD Mitchell who shared their diabetes stories at Radio Row, Good Sports returned with Vikings legend Kyle Rudolph to spotlight youth sports access, and Special Olympics paired Jets DT Harrison Phillips with an athlete to promote its Fitness Through Sport Playbook and the 2026 Special Olympics USA Games.

Allison x JetFuel x Gold Rabbit Sports

Allison, JetFuel and Gold Rabbit Sports led on-ground execution of TCL’s multi-day “homegating” experience. The activation, for the Official TV Partner of the NFL, in San Francisco featured athlete/influencer appearances, interactive demos of its premium TVs, and a dedicated Super Bowl game day experience, bringing the brand directly to fans. Allison also led Media Row tours with NFL Hall of Famer Charles Woodson and current LAC player Cameron Dicker.

Anomaly

Anomaly and Starbucks spotlighted the universal, unsung figure: the coffee runner in an epic, Olympics-scale, journey, reinforcing Starbucks’ role in the coffee rituals that bring people together. Visa and Anomaly launched an Olympics and Paralympics campaign starring record‑breaking athletes Mikaela Shiffrin and Oksana Masters. The anthem spots pair intimate, human moments with Visa’s tangible role in enabling progress.

Anomaly x HUNTER

Anomaly and HUNTER teamed up for an episodic series on social for Tequila Don Julio, centered around celebrating Latinidad culture and helping consumers get ready for the halftime show. As the only official spirits sponsor of the NFL with Spanish as its first language, episodes featured Young Miko and Druski, and centered on helping fans brush up on their Spanish and celebrated how Latino communities truly get ready for game day.

Code and Theory

Code and Theory transform NFL.com into a real-time decision engine that complements the app and fuels growth for NFL+, the league’s direct-to-consumer streaming platform. In the past year alone, the site reached 130 million people, helped triple NFL+ subscriber growth, and doubled service discovery. While the app keeps fans engaged all week, this work connects where fans discover games (the website) with where they watch and interact (the app and NFL+), creating a seamless journey that supports the league’s D2C strategy.

Colle McVoy

Colle McVoy and Dairy Queen tapped into the buzz around rumored halftime appearances for the Big Game to turn viral speculation into the Taylor & Swift Halftime Feast with the help of pro football players Tyrod Taylor and D’Andre Swift. To fuel engagement leading up to game day, DQ invited fans to enter for a chance to score a Chicken Strip Party Platter of their own and surprised-and-delighted fans with custom merch.

Colle McVoy crafted Frank’s RedHot Big Game campaign, entering the season in full GOAT mode, starring hip-hop legend Ludacris and a (very literal) rapping goat. As the undisputed GOAT of hot sauce, the campaign reminds fans that when it comes to flavor, Frank’s turns game day food culture into the main event.

Colle McVoy also helped Perdue on its mission to make its Air Fryer Ready Crispy Wings the next big thing in the wing capital of the world – Buffalo, NY. They partnered with Buffalo Bill’s Linebacker and Buffalo Native, Joe Andreessen, and Bills Mafia leader, Del Reid, to see if the locals will accept their bid. The result? Even proud Buffalonians will have to admit that Perdue makes The Next Best Wing.

Crispin

Crispin helped Target tap into the Game Day conversation, positioning the brand as the ultimate home base for snacks, drinks, and hosting essentials to make watching the game—or just the commercials—fun and easy. The social content centered on bringing people together for cultural moments that feel familiar, affordable, and fun.

The Harris Poll

The Harris Poll brought proprietary data and cultural insight to Super Bowl LX, releasing multiple research initiatives examining how Americans engage with the game as a long-standing social and cultural ritual. This included new findingson co-viewing, community, and Super Bowl spending; research for Ad Age on what viewers want—and don’t want—from Super Bowl advertising; data on how celebrity appearances impact viewers’ perception of brand advertisements in The Big Game; and survey data for UKG estimating how many U.S. employees may miss work on Super Bowl Monday. The Harris Poll also contributed broader sports and culture insight through on-site conversations and content at the SPORT BEACH Clubhouse, translating cultural signals into strategic guidance for business leaders.

HarrisX

HarrisX is launching its 2026 Super Bowl Ad Index, building on more than five years of Super Bowl measurement. HarrisX is conducting some of the most comprehensive ad testing around the Big Game, surveying nearly 10,000 Americans to assess the creative performance and brand impact of every Super Bowl spot using the proprietary HarrisX Ad Index—making it one of the most in-depth evaluations of advertising on the Super Bowl stage. Last year’s HarrisX Ad Index crowned NFL’s “Somebody” spot as America’s favorite Super Bowl ad, which went on to win a Sports Emmy for Outstanding Public Service Content. Altogether, HarrisX has tested and indexed over 1,000 (and counting) culture-defining ads toward which new creative and ad concepts can be benchmarked and compared.

HUNTER

HUNTER coordinated a sponsorship on behalf of Amazon eero with sports podcast Green Light with Chris Long. The agency also promoted Intuit TurboTax’s 13th appearance in the big game, securing consumer, entertainment & trade Lastly, Meta Reality Labsdebuted an action-packed Super Bowl ad for Oakley Meta Glasses, with HUNTER supporting all earned media efforts.

The Marketing Cloud’s HarrisQuest

The Marketing Cloud’s HarrisQuestwill release its “Brand Bowl Report” focused on brand lift, cultural relevance lift, and consumer sentiment around the Super Bowl. Readers will gain a clear, data-backed understanding of how the Super Bowl reshapes brand perception globally — and how those same dynamics apply to any moment of peak attention throughout the year. Get a first look here before it goes live on February 12.

The Marketing Cloud’s The People Platform

The Marketing Cloud’s The People Platform tracked foot traffic and visitation trends around Levi’s Stadium to understand the Super Bowl’s impact on consumer movement. It also partnered with Digital Video Systems to measure CRUISESATcruise ship viewership and assess brand lift and ad effectiveness for a Prince Edward Island tourism spot that aired. 

Movers+Shakers

Movers+Shakersonce again played the SOCIAL BOWL, keeping brands like l.f. and Planet Fitness relevant and culturally connected throughout the Big Game with social content and day-of social swat teams ready to tweet / comment / post their way into culture, as well as support TVC efforts with platform-native craft and storytelling.

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Kara Gelber
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The Machine enhances the data systems and tools marketers already use, including Figma, Slack, Teams, Adobe, and performance dashboards. The Machine turns disconnected workflows into a unified system powered by AI agents and amplified by Stagwell’s agencies, products and data. With The Machine, every brief, creative asset and media plan feeds a system that learns, adapts and compounds. Each campaign makes the next one faster, smarter and more effective.

“The launch of The Machine, combined with our recent release of newvoices.AI and strategic partnerships with Palantir and Gradial, marks another milestone in cementing Stagwell as a leader in marketing AI,” said Mark Penn, Chairman and CEO of Stagwell. “This moment underscores Stagwell’s ability to deliver best-in-class solutions for clients and lead the industry through the AI era.”

“Most marketing AI tools ask you to rip out your infrastructure and start over,” said Dan Gardner, Founder and Chairman of Code and Theory. “The Machine does the opposite. It works where you work, improves and AI enables the tools you already use, and transforms existing operations into an agentic system. That’s the shift from isolated tools to a unified operating system.”

Code and Theory clients are already adopting The Machine’s early model. Stagwell will offer demos of The Machine at CES January 6-9 at booth #L2-P2, where attendees will see real use cases across the marketing organization, including:

• Cross-functional orchestration: Strategy, creative, production and media work from shared intelligence rather than siloed handoffs, reducing friction and accelerating time to market.

• Intelligence in context: Mini-Machine plugins directly into the tools marketers already in use, eliminating app-switching and workflow friction.

• Unified strategic spine: The Machine connects brand strategy, creative production and media performance into a single source of truth, ensuring every new campaign builds on what has already been learned.

• Creative content production at scale: AI-assisted workflows maintain brand integrity while dramatically increasing output velocity.

• Real-time tracking: Feeds into creative and strategic decisions, creating a closed loop where optimization happens continuously.

The Machine represents the culmination of Code and Theory’s work transforming marketing operations for enterprise clients including Qualcomm, TIME, Stanley Black & Decker, Henry Schein and T. Rowe Price. The agency’s historic 2024 included 11 top industry recognitions from Fast Company, Adweek, Ad Age, the ANA, Digiday, Campaign and the Shorty Awards.

“Clients have been asking for a solution that connects people, content, data, and technology to truly realize the value of AI, and The Machine delivers just that,” said Michael Treff, CEO of Code and Theory. “We’ve turned marketing operations into a unified system rather than a collection of tools to enable marketers to embrace the next phase of AI transformation.”

The Machine will be available for enterprise deployment in Q1 2026.

About Stagwell
Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 45+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at www.stagwellglobal.com.

About Code and Theory
The Code and Theory Network is the only technology and creative network with a balance of 50% creative and 50% engineers. Our unique makeup makes us the place where CMOs, CTOs and CIOs come together to drive results for their businesses. We partner with our clients to redefine what is possible to create lasting impact and drive long-term growth. Part of Stagwell, Code and Theory offers a global footprint and the capabilities to work across the entirety of the customer-facing journey, and implement the technology that powers it. The network includes the flagship agency Code and Theory as well as Kettle, Instrument, Left Field Labs, Truelogic, Create. Group, Rhythm and Mediacurrent. Code and Theory clients include Amazon, JPMorganChase, Microsoft, NBC, NFL and Yeti. For more, visit codeandtheory.com.

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Unlike generic AI chatbots, NewVoices.ai is built as a true one-to-one intelligence layer that can engage in meaningful, information-based sales conversations at levels superior to typical existing sales conversations.

The platform continuously adapts to people’s preferences, history, and goals so every interaction is personalized. As you engage with it, the system keeps learning, becoming more attuned to people’s style and needs over time.

“NewVoices.ai is a new dimension in agent interaction with people to accomplish sales, appointments, research interviews and retention calls. We believe this opens up a huge new market for us,” shared Mark Penn, Chairman and CEO of Stagwell. “Agents like NewVoices are at the center of Stagwell’s strategy of AI transformation and new revenue opportunities.”

Powered by Stagwell’s proprietary data and designed for one-to-one personalization, the platform learns from every interaction to deliver responses shaped around each individual customer. The outcome is an AI workforce that feeds directly into an enterprise stack and delivers human-level tailored experiences that traditional systems lack.

Enterprises can deploy ready-made solutions or customize solutions for their own workflows, including:

• Sales and revenue
• Customer support
• Retention and renewals
• Payments and operations
• Surveys and feedback

“With NewVoices.ai, companies can replace fragmented sales workflows with a single, intelligent engine poised to disrupt the revenue ecosystem entirely,” said Eran Nizri, Founder of NewVoices.ai and The Marketing Cloud’s LEADERS and InfluencerMarketing.ai (IMAI). “NewVoices.ai is not just software or outsourcing – it’s a lifelike, always-on AI workforce that delivers measurable results from day one.”

For more information, please visit www.newvoices.ai.

About NewVoices.ai
NewVoices.ai is Stagwell’s AI Workforce platform and managed service for enterprise sales, support, retention, payments, and feedback. It combines AI agents, automation, analytics, and integrations with a managed operations layer to deliver human-level conversations at global scale.

About Stagwell
Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 45+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at www.stagwellglobal.com.

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PR@stagwellglobal.com

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Stagwell 
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Palantir Technologies
media@palantir.com

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Amy Guenel
VP Product Marketing, The Marketing Cloud
amy.guenel@themarketingcloud.com

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Kenneth Hein

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Brandon Dixon
brandondixon@dcspr.co  

From its beginnings as a three-person startup in Venice Beach, CA, to a 100+-strong global team, Left Field Labs has consistently pushed the boundaries of emerging technology, creativity, and brand strategy. Its work has driven transformation across industries—from pioneering 5G applications with Verizon, developing early electric vehicle prototypes with Ford, launching over 3,000 products and experiences with Google, and driving the first interactive genAI advertising campaign for a major global technology company in 2024. 

Now part of the Code and Theory Network, Stagwell’s digital transformation unit, Left Field Labs is accelerating. Left Field Labs closed 2024 with its strongest year yet—marking three consecutive years of double-digit growth and a 27 percent revenue increase. Long-standing partnerships with industry giants like Google, Amazon, and Meta were joined by a wave of new clients in 2024, including Salesforce, Qualcomm, Bloomberg, Oath Soil Life, Viasat, and myCOI. Today, Fortune 100 companies account for more than half of the firm’s revenue.

“Our growth isn’t just about numbers—it’s about the lasting trust we build with our clients. More companies are moving away from traditional agencies and looking for true partners, and that’s a role we take seriously,” said Sarah Mehler, Founder and CEO of Left Field Labs. “Companies like Google, Meta, and Amazon come to us to solve complex challenges and deliver results. Every year, we push ourselves to go further – creatively and technically – to transform ambitious ideas into tangible solutions.”

Driving the Future of AI and Immersive Experiences

With decades of experience in emerging technologies and applied AI, Left Field Labs rapidly prototypes, scales and launches technology-driven experiences that enhance human connection—often within weeks. In recent years, Left Field Labs has led its clients in high-profile experiences and product innovation powered by AI and immersive technologies, some of which include:

• Qualcomm’s “Snapdragon City” – Left Field Labs made on-device AI tangible for Qualcomm at Snapdragon 2024 by blending physical and digital elements into an interactive storytelling experience. This was the first real-time implementation of Snapdragon’s on-device generative AI in an interactive XR environment, demonstrating next-generation computing technology can be both groundbreaking and approachable. 
• Hasbro’s “Toy of the Year” AR Experience – Reinventing a classic, Left Field Labs infused augmented reality and AI into Twister to create “Twister Air,” a fun new way for families to play and connect across generations. This innovation earned Twister Air the prestigious Game of the Year prize at the Toy Industry Awards.
• DNA3: Built to power personalized avatars across a network of Web3 experiences, DNA3 leverages generative AI to create diverse 2D and 3D digital assets with precision control and seamless customization. Its adaptability spans gaming, product interfaces, and beyond, allowing users to own their identity across a range of digital experiences.
• Aveda’s Retail Beauty Lab: Aveda has always been rooted in nature, but embracing machine learning opened a new chapter in immersive personalized beauty. Partnering with Left Field Labs, they launched their first ever digital-to-physical integrated experience in flagship stores, allowing users to get personalized hair assessments and product recommendations. 

Left Field Labs leveraged its deep expertise in applied AI, product innovation, experiential, and immersive technologies to deliver these groundbreaking experiences.

“Technology needs to go beyond just working properly – it should actually improve people’s lives,” said Eric Lee, Partner and CTO, LFL. “We’re grateful to work with partners who trust us to help them navigate the AI landscape and develop practical applications that genuinely enhance human capabilities. By strengthening our expertise in applied AI and immersive technologies, we’re helping our clients achieve results they hadn’t previously thought possible.”

Discover more of Left Field Labs’ groundbreaking innovations or explore partnership opportunities at www.leftfieldlabs.com

About Left Field Labs
Left Field Labs is a creative technology company that partners with the world’s most ambitious brands to build innovative digital experiences. With 17 years of expertise in emerging technologies, design, and strategy, the firm specializes in crafting transformative solutions that push the boundaries of what’s possible. A proud member of the Stagwell network, Left Field Labs continues to lead at the intersection of creativity and technology. Learn more at https://www.leftfieldlabs.com/.

About The Code and Theory Network
The Code and Theory Network is the only technology and creative network with a balance of 50% creative and 50% engineers. Our unique makeup makes us the place where CMOs, CTOs and CIOs come together to drive results for their businesses. We partner with our clients to redefine what is possible to create lasting impact and drive long-term growth. Part of Stagwell, Code and Theory offers a global footprint and the capabilities to work across the entirety of the customer-facing journey, and implement the technology that powers it. The network includes the flagship agency Code and Theory as well as Kettle, Instrument, Left Field Labs, Truelogic, Create. Group, Rhythm and Mediacurrent. Code and Theory clients include Amazon, JPMorganChase, Microsoft, NBC, NFL and Yeti. For more, visit codeandtheory.com

About Stagwell
Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 40+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at www.stagwellglobal.com.  

Media Contact:
Brandon Dixon
brandondixon@dcspr.co  

ABOUT THE AGENCIES BEHIND THE WORK

Left Field Labs is a team of engineers, designers, strategists, information architects and creative technologists who thrive at the intersection of imagination and scientific rigor. Together we aim to inspire a more positive world by being a driving force for culture, innovation and invention.

Frontiers in Focus

Want to explore more of the frontiers of marketing? View more of our work on the cutting edge of AI and immersive brand experiences here. 

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Left Field Labs partnered with Hasbro to bring the classic game of Twister into the digital age with Twister AIR, an AR-based game powered by AI, and built for iOS and Android.

Advanced AI and Machine Learning Integration

Skeletal and Color Tracking

Left Field Labs employed sophisticated AI and machine learning algorithms to enable reliable tracking of players’ movements and their colored bands in varied lighting conditions. This technology ensured accurate detection and response, regardless of skin tones and clothing variations. Its custom skeletal tracking monitors up to four players on a wide range of hardware, both Android and iOS devices, enhancing the versatility and accessibility of the game. 

AI-First UX Design

The app’s user experience was designed with an AI-first approach, focusing on players’ gestures, positions, and movements to create a smooth, intuitive interface. This design approach, which prioritizes AI driven interactions, enabled players to interact with the app and navigate game levels effortlessly, using natural motions for a more immersive and engaging experience.

Innovative AR gameplay experience

Gameplay mechanics

Players followed movement cues from the app, similar to games like Just Dance and Beat Saber. The game features 16 music tracks, including an original song “Twist in the Air,” and challenges players to match colored bands with on-screen dots, perform specific poses, and execute complex movements. The game also included a level editor to design levels synchronized with music, providing varying levels of difficulty and enhancing replay value.

User feedback

The innovative gameplay received positive reviews from both children and adults. “Twister Air is a great way to close those Apple Watch rings,” noted one user, highlighting the physical activity aspect of the game. The app also creates highlight reels of players’ key moments, making it easy to share social assets and elevate the social aspect of the game.

Modern twist on a classic game

Twister AIR reimagined the classic game of Twister for the digital age. The AR app transformed the traditional mat game into a dynamic, music-focused experience without being restricted to a surface. Players wear colored wrist and ankle bands, and the app uses the device’s camera to track their movements, creating an immersive and  interactive gameplay environment.

Industry recognition

Wondering where to begin with AI implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals.