Advertising Expert Presents Best and Worst Ads from the Big Game

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RICHMOND, Va.--(BUSINESS WIRE)--Feb 9, 2026--

According to some estimates, more than half of the people who watch the Super Bowl are tuning in just to see the commercials. Some of those ads hit the mark and are talked about for days or weeks. Others just fall flat. Dave Saunders, Founder and Chief Idea Officer of Madison+Main, is continuing his long-standing tradition of picking the three best – and worst – commercials following the big game. He’s also continuing his tradition of not pulling any punches when talking about the worst of the worst.

For almost 20 years, Saunders has played the ad industry’s “Monday Morning Quarterback” on various local, regional, and national TV and radio news programs. Saunders draws from more than 35 years of industry experience to evaluate Big Game TV ads, having developed award-winning ad campaigns and produced two Super Bowl commercials.

Below are Saunders’ selections for the best and worst ads from Super Bowl XL, along with his insights on what set them apart.

TOP THREE ADS

• Budweiser - American Icons
• Dunkin - Good Will Dunkin
• Hellmann’s - Sweet Sandwich Time

( Xfinity - Jurassic Park…Works get the Honorable Mention)

BOTTOM THREE ADS

• Ritz - Ritz Island
• T-Mobile - Tell Me Why
• Genspark - Take The Day Off

( Wegovy (Novo Nordisk) gets the Dishonorable Mention)

To interview Mr. Saunders by phone or via Zoom, please contact Anne Bowers (919) 368-9353, [email protected].

About Madison+Main

Madison+Main is an award-winning branding, marketing, and public relations agency that, simply put, believes Bold Brands Win. Based in Richmond, Virginia, the agency works with a wide variety of industries, including Education, Financial, Healthcare, Non-Profit, Residential Services, and Retail. Madison+Main is known for delivering exceptional work, exceeding client expectations, and building long-term partnerships that strengthen the communities it serves.

View source version on businesswire.com:https://www.businesswire.com/news/home/20260209828542/en/

CONTACT: Media Contact:

Anne Bowers

Madison+Main

(919) 368-9353

KEYWORD: UNITED STATES NORTH AMERICA VIRGINIA

INDUSTRY KEYWORD: RETAIL GENERAL SPORTS FOOTBALL EVENTS/CONCERTS ADVERTISING COMMUNICATIONS GENERAL ENTERTAINMENT OTHER ENTERTAINMENT TV AND RADIO SPORTS OTHER RETAIL MEDIA SCIENCE ENTERTAINMENT RESEARCH

SOURCE: Madison+Main

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PUB: 02/09/2026 09:00 AM/DISC: 02/09/2026 09:03 AM

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