NEW YORK, NY AND SAN FRANCISCO, CA / ACCESS Newswire / February 9, 2026 / Stagwell, the global challenger network transforming marketing through AI, made a major impact during Super Bowl LX, with its agencies delivering standout commercials during the Big Game for clients including e.l.f. Beauty, Grubhub, 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."

Super Bowl Advertising Spotlight

• 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.

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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.

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To learn more about Stagwell's presence at Super Bowl LX, visit www.stagwellglobal.com.

About Stagwell
Stagwell is the global challenger network transforming marketing through AI. 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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