The Rams may have bowed out to Seattle in the NFC Championship, but make no mistake: Los Angeles is still running the show on Super Bowl Sunday.

From El Segundo wellness giants to Santa Monica tech innovators to Hollywood production houses, the 2026 commercial lineup reads like a love letter to Southern California's creative economy. While we won't be cheering on our boys in blue and gold at Levi's Stadium, the Southland's fingerprints are all over the biggest advertising night of the year.

Here's your guide to the LA-based brands and Hollywood-produced spots to watch this Sunday, February 8th 2026.

🏠 THE HOMEGROWN TITANS

Several of this year's most anticipated advertisers are born and bred right here in the Southland.

EL SEGUNDO

💧 LIQUID I.V.

Making its massive Super Bowl debut, this hydration leader is treating its ad like a 'Hollywood blockbuster.' Their spot, 'Take A Look,' features a cover of Phil Collins' 'Against All Odds' by singer Ejae and was developed by Anomaly's Los Angeles office.

▶ EJAE "Against All Odds (Take A Look At Me Now)"

SANTA MONICA

🔔 RING

The home security giant returns with 'Be A Hero In Your Neighborhood.' Produced by their in-house creative agency, the spot emphasizes community safety and the 'Ring of Security.'

▶ RING | BE A HERO IN YOUR NEIGHBORHOOD

EL SEGUNDO

🧸 MATTEL

Celebrating Ken's 65th anniversary, Mattel partnered with Expedia for a unique stop-motion campaign titled 'Going Places with Ken.' The ad was meticulously crafted on a Los Angeles soundstage by local studios BUCK and Bix Pix.

▶ EXPEDIA | GOING PLACES WITH KEN

MANHATTAN BEACH

👟 SKECHERS

Staying true to its celebrity-driven roots, Skechers will feature Sofia Vergara in a playful new commercial. South Bay represent.

▶ SKECHERS | SOFIA VERGARA - HANDS FREE SLIP-INS

LOS ANGELES

🩺 FIGS

The medical apparel brand makes its Super Bowl debut with an ad featuring skiing legend Lindsey Vonn, focusing on the medical professionals who powered her recovery.

▶ FIGS | IT TAKES HEART - LINDSEY VONN

🎬 SHOT IN LA

Even brands located elsewhere flock to Los Angeles to tap into our elite production infrastructure and A-list talent.

🛒 INSTACART

Though based in San Francisco, their 'violently hilarious' disco-themed ad was shot in LA by MJZ and directed by Academy Award-winner Spike Jonze. It stars Ben Stiller and Benson Boone.

▶ INSTACART | WE'RE LIVING IN THE AGE OF NOW

🍔 UBER EATS

Their star-studded 'A Century of Cravings' campaign featuring Matthew McConaughey, Greta Gerwig, and Charli XCX was directed by Steve Rogers through the LA production house Biscuit Filmworks.

▶ UBER EATS | DINER MENU

▶ UBER EATS | HUNGRY FOR THE TRUTH

▶ UBER EATS | INTERROGATION

▶ UBER EATS | TINY TRUTHS WITH MATTHEW & BRADLEY

▶ UBER EATS | JOGGING

☕ DUNKIN'

The 'DunKings' universe continues to expand via Artists Equity, the Santa Monica-based production company co-founded by Ben Affleck and Matt Damon. Affleck's latest teaser features him pitching a frantic 'VHS idea' to silhouettes of 'Jen and Matt.'

▶ DUNKIN' | DUNKIN' BELIEVED IN BEN

💳 RAMP

This finance platform's ad stars Brian Baumgartner (The Office) and was produced by RadicalMedia/USA with editing handled by Cosmo Street in Los Angeles.

▶ RAMP | MULTIPLY WHAT'S POSSIBLE

🎨 THE CREATIVE ARCHITECTS

The visual language of Super Bowl LX is being written by Los Angeles creative boutiques.

🕶️ OAKLEY META AI GLASSES

Mother Los Angeles handled the debut of Oakley Meta AI glasses, featuring a high-energy roster of icons like Spike Lee and Marshawn Lynch.

▶ OAKLEY META | ATHLETIC INTELLIGENCE

🏠 ROCKET MORTGAGE

Mirimar (Los Angeles) led the creative for Rocket Mortgage's emotional joint debut with Redfin, featuring a behind-the-scenes look at Lady Gaga recording "Won't You Be My Neighbor?"

▶ ROCKET MORTGAGE x REDFIN | LADY GAGA - WON'T YOU BE MY NEIGHBOR?

🎬 SPECIAL GROUP US

Special Group US (Los Angeles) continues its streak of high-profile work for Uber Eats, leveraging local celebrity access to create "spectacle-driven" content. See videos for Uber Eats above.

🎤 THE HALFTIME SHOW

🎤 APPLE MUSIC HALFTIME SHOW

The Apple Music Super Bowl LX Halftime Show headlined by Bad Bunny has deep LA ties, too. The teaser campaign was processed through local heavyweights like Framestore (VFX) and Company 3 (Color) in Los Angeles.

▶ APPLE MUSIC | BAD BUNNY - SUPER BOWL LX HALFTIME SHOW TRAILER

💡 CURATIONSLA PRO TIP

Keep an eye out for regional ads. While national spots cost up to $8M to $10M, local LA buys are a "cost-effective" alternative for brands like Kellogg's Raisin Bran to reach the massive Southern California market.

▶ KELLOGG'S RAISIN BRAN | WILL SHAT - SUPER BOWL LX

The Rams may be watching from home this year, but Los Angeles? We're producing, directing, and starring in the whole damn show. 🤙

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