Super Bowl advertising probably a terrible proposition in 2026 no matter how you slice it. Sure, you're buying an unparalleled audience but nobody seems to know what to do with it. The general tone of modern advertising is so cloyingly “in on the joke” that it can't communicate with its ostensible customers. Selling shit through layers upon layers of online-inflected irony is like trying to fuck through a hole in the sheet. The joy has gone out of the act in hopes that we'll all feel a little less ashamed.