While excitement circles around the event’s musical performances and the match between the New England Patriots and Seattle Seahawks, there’s certainly a viewer or two eager to see what the commercial lineup is. Pepsi’s Super Bowl LX spot, “The Choice,” directed by Academy Award®–winning filmmaker Taika Waititi, puts taste to the test as a cola‑loving polar bear takes the iconic Pepsi Challenge—and chooses Pepsi Zero Sugar. The spot brings the Pepsi Paradox to life, proving once again that when labels disappear, Pepsi wins on taste. According to Pepsi, the idea for the bear’s taste test came from real data from its 2025 Pepsi Challenge. Last year, the company conducted Pepsi Challenges across 34 markets, with 66% of participants preferring Pepsi Zero Sugar to Coke Zero Sugar in taste tests. Showcasing the brand’s success, Reyna noted that Pepsi Zero Sugar had 30.8% growth in the Zero Sugar Cola category in 2025. The marketing exec explained that the polar bear in the ad is “just another cola lover that represents the vast majority of Americans.” Last year, when the Kansas City Chiefs met the Philadelphia Eagles, a record audience of 127.7 million people tuned in. Ahead of Super Bowl LX on NBC, which will be contested between the New England Patriots and Seattle Seahawks on February 8, Bloomberg reports that the cost of a 30-second ad has reached a high of $10 million.
BBQ - Is the cost of a SuperBowl Ad worth it? How would you prove it?
