The Super Bowl ads Canadians couldn’t stop watching on YouTube

The Super Bowl has long been about more than football, but Super Bowl LX further cemented its place as a cultural event that unfolds well beyond game day. On YouTube, that momentum translated into millions of views, rewatches, and conversations, revealing which ads truly resonated with audiences and why.

An intentional shift

According to Peter Hand, Head of Video Strategy at YouTube Canada, the shift is intentional. “The Super Bowl has evolved into a multi-week cultural marathon, and YouTube is the digital stadium where that energy thrives before, during, and after the game. The way brands approach their ads has shifted as a result – it’s no longer about one timeslot, but about creating momentum that extends beyond the big game. From nostalgic reunions to clever wordplay, Canadians are connecting to the ads this year, and heading to YouTube to watch their favourites.”

Strong wordplay still wins

One of the clearest creative patterns this year was playful language designed to stick in viewers’ minds. Kellogg’s Raisin Bran landed at number nine by leaning fully into humour, casting Canadian icon William Shatner as “Will Shat” in a tongue-in-cheek spot about fibre. At number seven, Kinder Bueno flipped “no bueno” moments into “yes bueno” ones with a single bite. Hellmann’s also leaned into wordplay by transforming Andy Samberg into “Meal Diamond,” singing a deli-themed take on Sweet Caroline.

Cultural connections and nostalgic reunions

Brands also leaned heavily into shared cultural memory. Salesforce tapped creator culture by handing creative control to MrBeast, while Michelob Ultra blended Super Bowl and Olympic energy with Kurt Russell, Chloe Kim, and T.J. Oshie. Nostalgia was front and centre when Dunkin’ reunited Jennifer Aniston, Matt LeBlanc, and Jason Alexander, and when Xfinity imagined a safer Jurassic Park using modern connectivity.

Storytelling beyond the 30-second spot

Longer, more interactive storytelling also stood out. Expedia topped the charts with Going Places with Ken, extending the campaign through interactive Q&As on social platforms. e.l.f. Cosmetics leaned into melodrama with a telenovela-inspired spot starring Melissa McCarthy, proving that bold formats still capture attention.

Here are the top 10 most-watched Super Bowl LX ads on YouTube ranked by Game Day views on the YouTube AdBlitz site:

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