At least 31 people have been killed and 169 injured in a suicide bombing in Pakistan.

The blast ripped through a Shiite mosque on the outskirts of Pakistan‘s capital Islamabad during Friday’s morning prayers.

Witnesses to the attack describe chaotic scenes with bodies lying on the Khadija Al-Kubra mosque’s carpeted floors and the wounded screaming for help.

Footage of the aftermath shows police and residents transporting the injured to nearby hospitals, with some in a critical condition.

No one immediately claimed responsibility for the attack, but suspicion has fallen on militant groups including the Taliban and the Islamic State.

The organisations have been blamed for past attacks on Shiite Muslims, a minority in Pakistan.

Pakistan’s defence minister suggested that the Taliban was behind the attack, acting as a proxy for India. But India has rejected the allegation as “baseless”.

Hussain Shah said he was praying in the mosque courtyard when he heard a sudden, loud explosion.

“I immediately thought that some big attack had happened,” he said.

Pakistan’s President Asif Ali Zardari and Prime Minister Shehbaz Sharif condemned the attack and extended their condolences to the families of those killed.

“Targeting innocent civilians is a crime against humanity,” Mr Zardari said. “The nation stands with the affected families in this difficult time.”

Mr Sharif said he had ordered a full investigation, adding: “Those who are responsible must be identified and punished”.

Pakistan’s defence minister Khawaja Muhammad Asif said on X that the mosque’s security guards tried to intercept the suspect, who opened fire and then detonated his explosives among the last row of worshippers.

He said the bomber had “been proven to have been coming and going from Afghanistan”. The minister also accused India of using “proxies” against Pakistan.

“The threads of the alliance between India and the Taliban are being uncovered,” he wrote. “The state will respond to this oppression with full force.”

But India’s foreign ministry hit back, saying in a post on X: “It is unfortunate that, instead of seriously addressing the problems plaguing its social fabric, Pakistan should choose to delude itself by blaming others for its home-grown ills.

“India rejects any and every such allegation, which is as baseless as it is pointless.”

Pakistan often accuses Afghanistan, where the Taliban seized power again in August 2021, of harbouring militants. But Afghanistan’s foreign ministry also denied involvement, condemning attacks on mosques as being against Islamic values.

Read more from Sky News:
Iran and US to begin high-stakes talks amid fears of conflict
North Korea ‘executes schoolchildren for watching Squid Game’

The bombing has overshadowed the return of the Basant kite flying festival in Pakistan following the lifting of an 18-year ban, with authorities announcing that a related concert in Lahore had been cancelled because of the attack.

Pakistan has struggled to rein in a surge in militant attacks across the country, especially in Balochistan province in the country’s southwest.

The country’s largest and poorest province was brought to a virtual standstill last Saturday when the separatist Baloch Liberation Army (BLA) launched a coordinated attack.

Its fighters entered schools, banks, markets and security installations and temporarily took over the desert town of Nushki.

Security forces responded by killing at least 216 militants in a week-long operation that concluded on Friday.

Ethnic Baloch separatists have sought greater autonomy and a larger share of the region’s natural resources.

The United States and Russia are entering a new phase of nuclear relations with no treaty limiting their arsenals, as President Donald Trump calls for a sweeping new arms control agreement and Russian officials warn that Washington’s approach would make any deal impossible.

The last agreement that capped U.S. and Russian nuclear weapons, known as New START, expired Thursday, leaving the world’s two largest nuclear powers without legally binding limits on their arsenals or an inspection regime.

Trump called New START a “bad deal” that was being “grossly violated,” and said the United States should instead pursue a “new, improved and modernized treaty.”

Russian officials quickly pushed back. Dmitry Medvedev, deputy chair of Russia’s security council, said U.S. criticism of New START “means one thing: there’ll never be a treaty under these terms,” arguing Washington is demanding limits that ignore other nuclear-armed states and new weapons systems.

ENERGY SECRETARY REVEALS HOW US NUCLEAR TESTS WILL WORK

The New START Treaty, which limits U.S. and Russia’s nuclear warheads, expired Thursday.  ( Mikhail Svetlov/Getty Images)

The United States and Russia have entered a new phase of nuclear relations with no treaty now limiting their arsenals, after the last remaining arms control agreement between the two powers expired this week. As the two powers seek to negotiate a new framework, each is seeking to expand restrictions on each other’s allies, with the U.S. aiming to include China, and Russia countering by saying Britain and France should also be covered.

Speaking Wednesday at the Conference on Disarmament, Under Secretary of State for Arms Control and International Security Thomas DiNanno said New START’s limits no longer reflect today’s nuclear landscape.

“As of yesterday, New START and its central limits have expired,” DiNanno said. “Even if we could have legally extended the treaty, it would not have been beneficial for the United States — or the world — to do so.”

TRUMP MUST TRIPLE SEVERELY OUTDATED NUKE ARSENAL TO OUTPACE CHINA AND RUSSIA, REPORT WARNS

“A bilateral treaty with only one nuclear power is simply inappropriate in 2026 and going forward,” DiNanno said, pointing to Russia’s tactical nuclear weapons and China’s unconstrained buildup.

In practice, New START’s verification regime had already been largely dormant since 2023, when Russia stopped allowing on-site inspections of its nuclear facilities and halted required data exchanges under the treaty, even as both sides said they continued to observe its numerical limits.

But China remains far behind the United States and Russia in overall nuclear warheads and is unlikely to accept binding limits while it is still expanding its arsenal, arms control experts say.

Under Secretary of State for Arms Control and International Security Thomas DiNanno said New START’s limits no longer reflect today’s nuclear landscape, and must include tactical nuclear weapons, ones that could be carried on the missile tested by Russia in the image above.  (Russian Defense Ministry Press Service via AP)

TRUMP ORDERS US NUCLEAR WEAPONS TESTING TO BEGIN ‘IMMEDIATELY’ AFTER RUSSIA TESTS NEW MISSILES

The United States and Russia each maintain roughly 4,000 total nuclear warheads, with about 1,700 deployed on strategic delivery systems, according to expert estimates. China, by contrast, is projected to reach about 1,000 warheads by 2030.

Arms control experts caution that while New START had clear shortcomings, its expiration still removes an important stabilizing mechanism. Lynn Rusten, a former senior U.S. arms control official now at the Center for European Policy Analysis, said the treaty provided a foundation that is now gone.

“We did lose something,” Rusten told Fox News Digital. “It would have been good to continue that as a foundation and a stabilizing platform on which to negotiate a better deal.”

The growing uncertainty comes as the Bulletin of the Atomic Scientists last month moved its symbolic Doomsday Clock to 85 seconds to midnight — the closest it has ever been to global catastrophe — citing rising nuclear risks, the collapse of arms control frameworks, and intensifying great-power competition.

Rusten said the immediate concern is not a rapid buildup of new missiles or bombers, but how many warheads each side could deploy on systems they already have.

“Both countries have the capacity to increase deployed warheads on their existing strategic delivery vehicles,” she said. “It would take time, but they could add several hundred if they chose to.”

Russia has also developed a number of nontraditional delivery systems that were not limited by New START.

Those systems include a nuclear-powered cruise missile known as Burevestnik, sometimes referred to as Skyfall, and a nuclear-powered underwater torpedo called Poseidon — weapons Moscow has touted as capable of evading existing missile defenses and striking targets at intercontinental range.

Just as Washington has pushed to include China in any future nuclear agreement — a move Russia says it will not force Beijing to accept — Moscow has argued that U.S. allies Britain and France should also be covered, an approach the United States has long rejected. (Andrew Harnik/Getty Images)

“Those are systems that really should be included in any future treaty,” Rusten said. “They’re troubling because they’re just adding to the number and type of strategic-range nuclear systems that can kill huge numbers of people.”

Separate from those novel strategic systems, experts say one of the biggest unresolved issues in nuclear arms control involves so-called tactical, or non-strategic, nuclear weapons — shorter-range nuclear arms designed for battlefield use rather than long-range strikes against cities.

Russia is believed to possess far more of these weapons than the United States, and they have never been subject to legally binding arms control limits. While Washington drastically reduced its tactical nuclear stockpile after the Cold War, Moscow retained and later modernized many of its own, viewing them as a key tool to offset NATO’s conventional military strength.

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“Russia has thousands of tactical nuclear weapons, and they’ve never been covered by a treaty,” Rusten said. “That’s been a long-standing concern for the United States and our NATO allies, and it’s one of the hardest issues to negotiate.”

Because they are smaller, more flexible, and potentially usable earlier in a conflict, experts say tactical nuclear weapons pose a unique escalation risk — lowering the threshold for nuclear use and complicating efforts to prevent a crisis from spiraling into a broader nuclear exchange.

Iranian Foreign Minister Abbas Araghchi said that indirect nuclear talks with the U.S. in Oman were “a good start” and that there was a “consensus” that the negotiations would continue.

“After a long period without dialogue, our viewpoints were conveyed, and our concerns were expressed. Our interests, the rights of the Iranian people, and all matters that needed to be stated were presented in a very positive atmosphere, and the other side’s views were also heard,” Araghchi said.

“It was a good start, but its continuation depends on consultations in our respective capitals and deciding on how to proceed,” he added.

IRAN’S KHAMENEI STAYS AWAY FROM TALKS AS JD VANCE SAYS DYNAMIC MAKES DIPLOMACY ‘MUCH MORE COMPLICATED’

Iranian Foreign Minister Abbas Araghchi meets with Omani Foreign Minister Badr al-Busaidi in Muscat, Oman, Feb. 6, 2026.  (Iranian Foreign Ministry/WANA (West Asia News Agency)/ Handout via Reuters)

Oman’s foreign minister Badr al-Busaidi met with both Iranian and American officials on Friday, the Foreign Ministry of Oman said on X. The ministry said that al-Busaidi held separate meetings with Araghchi and U.S. special envoy Steve Witkoff and Jared Kushner.

“The consultations focused on preparing the appropriate conditions for resuming diplomatic and technical negotiations, while emphasizing their importance, in light of the parties’ determination to ensure their success in achieving sustainable security and stability,” the Foreign Ministry of Oman said.

Oman reportedly put out a public statement acknowledging the talks after journalists with The Associated Press saw Iranian and American officials separately visit the palace, the outlet reported. The AP said it was not immediately clear if talks were done for the day, but noted that the palace was empty after the convoys left.

The Iranian representatives reportedly met with al-Busaidi first, and only after their convoy left the palace did another set of vehicles arrive, one of which had an American flag, according to the AP. The outlet said the SUV flying the American flag stayed at the palace for an hour and a half.

Omani foreign minister Sayyid Badr Hamad Al Busaidi, U.S. special envoy Steve Witkoff and U.S. negotiator Jared Kushner meet ahead of the U.S.-Iran talks, in Muscat, the capital of Oman, on Feb. 6, 2026.  (Oman Foreign Ministry/Anadolu via Getty Images)

TRUMP SAYS IRAN ALREADY HAS US TERMS AS MILITARY STRIKE CLOCK TICKS

The talks were initially set to take place in Turkey, but were later moved, according to Secretary of State Marco Rubio, who confirmed the change in venue on Wednesday.

“We thought we had an established forum that had been agreed to in Turkey. It was put together by a number of partners who wanted to attend and be a part of it,” Rubio said when taking questions from reporters on Wednesday.

“I saw conflicting reports yesterday from the Iranian side saying that they had not agreed to that. So, that’s still being worked through. At the end of the day, the United States is prepared to engage in, has always been prepared to engage with Iran.”

Iranian officials also reportedly tried to limit the talks to a bilateral U.S.-Iran format, excluding other Arab and regional countries, according to Axios.

Supreme Leader Khamenei announces new Revolutionary Guard appointment while central bank chief resigns amid protests. (Fars News Agency via AP/Office of the Iranian Supreme Leader/WANA/ Reuters )

RUBIO CONFIRMS IRAN DEMANDED VENUE CHANGE FOR NUCLEAR TALKS

Tensions between Iran and the U.S. have been high since Washington bombed Tehran’s nuclear facilities in the summer of 2025. Things escalated further as the U.S. condemned Iran’s treatment of anti-regime protesters, with President Donald Trump threatening to act if government actors used violence against demonstrators.

Trump recently said in an interview with NBC News that Iranian Supreme Leader Ayatollah Ali Khameni “should be very worried,” though the president acknowledged that the two countries were “negotiating.”

A former Iranian political prisoner said Trump is “the only U.S. President who is not afraid of [the Iranian] regime.” (Majid Saeedi/Getty Images; Yuri Gripas/Abaca/Bloomberg via Getty Images)

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When pressed about why he has not followed through on threats to take action if the regime used violence against protesters, Trump said that the U.S. “had their back” and that the “country’s a mess right now because of us,” referring to the strikes on Iran’s nuclear facilities. Trump also told NBC News that the U.S. had learned that Iran was attempting to build a new nuclear site in a different part of the country.

The president said that he issued a threat that if Iran were to build a new nuclear facility, the U.S. would “do very bad things.”

It is not immediately clear whether there will be more discussions over the course of the weekend or if there are any plans for direct discussions between Iranian and American officials.

The State Department did not immediately respond to Fox News Digital’s request for comment.

Last Updated:February 07, 2026, 00:03 IST

BCCI congratulates coach Hrishikesh Kanitkar: After Team India became champion in the Under-19 World Cup 2026, BCCI congratulated coach Hrishikesh Kanitkar. Along with this, BCCI has also appreciated the work of veteran VVS Laxman, who was associated with the team as a supporting staff. The Indian team has won the ICC Under-19 World Cup title for a record sixth time.

Purnia MP Pappu Yadav was arrested by Patna Police late on Friday (February 06, 2026) in a 31-year-old case. Police had arrived to arrest him but he was not ready to go. After this a large number of police arrived. SP Bhanu Pratap himself arrived. After this the police took away Pappu Yadav.

In which case was Pappu Yadav arrested?

According to initial information, two days ago the MP-MLA court of Patna had ordered attachment and confiscation against three people including MP Pappu Yadav. There is an allegation of renting a house by fraud. This entire matter is of the year 1995. A complaint was lodged at Gardnibagh police station in Patna.

Pappu Yadav was adamant on not going at night

Even though the police arrested MP Pappu Yadav and took him away, there was an uproar for hours at his residence in Patna. Arguments continued between the police and Pappu Yadav. Pappu Yadav kept talking about calling his lawyer. When the policemen felt that it was not easy to take Pappu Yadav like this, a large number of forces were called. Senior officials also arrived. By doing all this it was around 12 o’clock at night. After this the police took Pappu Yadav with them.

VIDEO | Patna SP Bhanu Pratap says, “PS Case No. 552/1995 is a case from 1995. Arrest proceedings are being ensured against MP (Pappu Yadav) under Sections 419, 420, 468, 471, 506 and 120B. This is a Gardanibagh police station case. The court had directed the Hon’ble MP to appear… pic.twitter.com/xHHhSX1AYO

— Press Trust of India (@PTI_News) February 6, 2026

Police took Pappu Yadav to IGIMS

After arresting him, Patna Police first took MP Pappu Yadav to IGIMS located on Bailey Road. The MP’s medical will be done here. After this the police will take further action. Following MP Pappu Yadav, some supporters also reached the hospital.

#WATCH | Patna, Bihar: Independent MP Pappu Yadav said, “…I don’t know what will happen to me, I am not well…” pic.twitter.com/DAe2xWApNw

— ANI_HindiNews (@AHindinews) February 6, 2026

MP Pappu Yadav was a constant attacker on the government.

Let us tell you that a few days ago a NEET student had died in Patna. It was mentioned in the post mortem report that rape cannot be ruled out. The matter became so serious that the Nitish government requested the Center for a CBI investigation into the case. MP Pappu Yadav was continuously attacking the government on this issue. They were lifting it vigorously. Pappu Yadav says that due to this the government has taken this action.

A supporter of Pappu Yadav told ABP News that the police did not have a warrant for his arrest. Pappu Yadav said to put him under house arrest, we will leave in the morning, but the police did not agree. On the other hand, when MP Pappu Yadav was arrested and taken away by the police, his supporters tried to stop him. There was a lot of commotion. Despite the anger, the police somehow came out with Pappu Yadav. Supporters of Pappu Yadav were also seen raising slogans of Zindabad.

Also read- Pappu Yadav told Samrat Chaudhary – ‘Not even an ant can be caught…’, after which the police arrived?

The cost of a Super Bowl commercial has officially entered jaw-dropping territory. For Super Bowl LX, some 30-second ad slots have reportedly sold for as much as $10 million. 

That figure marks a new high for the Big Game. Even the average price this year sits closer to $8 million. As a result, Super Bowl airtime has become one of the most valuable buys in advertising, especially for brands chasing massive live audiences.

Back in 1967, when the first Super Bowl aired, commercial placements were modest and easy to overlook. Since then, the Super Bowl has grown into a cultural event where advertisers compete for attention and relevance. Today, commercials are no longer treated as interruptions. Instead, they are appointment viewing. With audiences expected to once again approach historic highs, brands are betting that the right creative moment can justify even an eight-figure price tag.

Based on what brands are putting on screen this year, that investment shows up in different ways. For example, Super Bowl LX ads span a wide range of styles. Some lean into self-aware humor and celebrity chaos. Others focus on quieter, more emotional storytelling and wellness messages.

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SUPER BOWL SCAMS SURGE IN FEBRUARY AND TARGET YOUR DATA

Ben Affleck and the art of Super Bowl self-parody

Dunkin’ is once again leaning all the way into self-aware absurdity, and Ben Affleck is clearly having a blast. In “Golden Cringe,” Affleck returns for his fourth straight Super Bowl run with Dunkin’ Donuts, this time pitching a VHS-era “gold mine” to two mystery figures named “Jen and Matt” — setting off a celebrity guessing game about whether familiar faces like Jennifer Lopez and Matt Damon might return.

The teaser plays like a chaotic brainstorm you were never supposed to see, and Affleck’s long-running joke that his Dunkin’ obsession predates fame, studios and good ideas. Affleck even riffs on how other stores once “kicked him out,” underscoring his obsession with the brand while teasing that this could be the “pinnacle of all our careers.”

When one keg becomes the main character

Bud Light keeps it simple and lets the moment spiral. In Keg, NFL legend Peyton Manning, comedian Shane Gillis and Grammy winner Post Malone stand together as Manning casually holds a glass of Bud Light. Post Malone scans the scene and asks the question everyone at a party eventually asks: “Is there enough for everyone?” Manning points off into the distance and replies, “Oh, right there,” just as a guy hauling a keg completely loses control. The keg breaks free and starts rolling down a canyon, sending all three tumbling after it as Whitney Houston’s I Will Always Love You swells dramatically in the background. After the chaos settles, Manning stands up, places his Bud Light down and looks around before delivering the understated line, “Heck of a wedding, huh?”

The ceremony somehow continues. Gillis turns to the bride and offers a polite, “Hey, it’s a great ceremony,” then pivots to the camera and deadpans, “I give it a week.” The ad lands by letting the contrast do the work. Sentimental music, runaway kegs and brutally honest humor collide, making Bud Light’s Super Bowl moment feel effortless, absurd and perfectly timed.

A sci-fi legend tackles fiber head-on

Kellogg’s leans into nostalgia and cheeky humor with Will Shat, starring William Shatner as Raisin Bran’s unlikely “bran ambassador.” The spot opens in space as an alert flashes that America is low on fiber. Shatner answers the call in classic deadpan style, declaring that “duty calls” before announcing he is here to bring fiber to the masses with Kellogg’s Raisin Bran. The ad then becomes a fast-moving tour of everyday life. Shatner pops up in a sports bar and a living room, calmly delivering bathroom-adjacent puns while everyone around him looks stunned.

He declares, “It’s fiber time,” then eyes a nearby dog and asks, “Is that dog a shih tzu?” The joke lands again when the pup’s collar reveals a “Will” dog tag. The chaos peaks at a football tailgate, where Shatner climbs onto a car, mutters that he is “too old for this,” and crashes down onto a table stacked with Raisin Bran boxes.

Football reimagined as a diner menu

Uber Eats plays it straight in “Diner Menu,” starring Parker Posey and Matthew McConaughey as two people calmly unraveling what they believe is an obvious truth. Sitting together, Posey starts laying out her case, rattling off food-coded phrases like “pancake blocks” and “hash marks,” treating football terminology like menu items. McConaughey nods and admits he could eat that “every morning and twice on Sunday.” Their conclusion feels inevitable. Football, according to them, is basically a diner menu.

McConaughey takes the theory a step further with a piece of football trivia. Barry Sanders played for Detroit for 10 years. What color was his jersey? Blue. Posey answers, “Blueberry,” McConaughey responds by letting out a shriek and casually popping a blueberry into his mouth. Parker then immediately admits, “That was a bit of a reach,” with Matthew adding, “Football is totally selling food.”

A Super Bowl teaser built on kindness and community

Rocket and Redfin take a softer approach to Super Bowl advertising with a black-and-white teaser featuring Lady Gaga. The spot reimagines “Won’t You Be My Neighbor?” – the iconic theme from Mister Rogers’ Neighborhood – setting the tone for a larger campaign focused on home, belonging and community. Instead of spectacle, the teaser leans on simplicity, emotion and a familiar melody that immediately signals warmth. Gaga’s understated performance anchors the message. Known for championing individuality and kindness, she brings a quiet sincerity to the song that feels personal rather than performative.

A deli singalong powered by mayo

Hellmann’s turns lunchtime into a full-blown musical in “Meal Diamond,” starring Andy Samberg as a parody crooner inspired by Neil Diamond. Set inside a crowded deli, the ad kicks off as Samberg launches into “Sweet Sandwich Time,” a mayo-fueled anthem that quickly pulls everyone behind the counter and in line into the performance. What starts as a routine lunch rush spirals into controlled chaos, with generous streams of Hellmann’s mayonnaise getting squeezed onto every sandwich by Samberg as he says, “This is how I make friends” and sings, “I’ll squirt you while I am walking by.”

Among the stunned customers is Elle Fanning, who plays the straight face to Samberg’s improv-heavy energy. She looks on and tells him, “You are incredible.” Samberg fires back without missing a beat, “Incredibly lonely.” If the goal is to get viewers humming and craving extra mayo on their sandwiches, Meal Diamond hits every note.

Grocery preferences go full Europop

Instacart’s “Bananas” spot leans into over-the-top ’80s Europop energy with Ben Stiller and Benson Boone as a retro disco-pop duo battling it out on a glittering stage. Directed by Spike Jonze, the 30-second commercial highlights Instacart’s new “Preference Picker” tool by turning grocery pickiness into performance art. Stiller and Boone harmonize about choosing bananas just the way you like them, using the app’s feature. As the duet escalates, Boone shows off with a dramatic mid-song backflip, prompting Stiller’s character to try and match him.

That attempt ends with Stiller crashing spectacularly into the drum kit on stage, underscoring the absurd rivalry and keeping the energy chaotic and fun. The spot closes with Ben falling off the stage and the tagline “Bananas just how you like,” a playful nod to the new Preference Picker, which helps Instacart customers choose banana ripeness and other grocery details with precision.

BUDWEISER UNVEILS PATRIOTIC NEW SUPER BOWL AD HONORING ‘DEEP-ROOTED AMERICAN HERITAGE’

A ski lesson with Super Bowl stakes

Michelob ULTRA makes its Super Bowl debut with “The ULTRA Instructor,” starring Kurt Russell and Lewis Pullman in a spot that blends winter sports intensity with laid-back beer humor. The 60-second commercial casts Russell as a legendary ski instructor training Pullman’s character to unlock a competitive edge, where bragging rights and rounds of ULTRA are on the line. The training montage leans into Russell’s coaching persona, complete with a playful callback to his role as Herb Brooks in Miracle. As Pullman sharpens his skis and pushes through drills, Russell delivers the familiar command, “Again,” turning a friendly ski session into a mock high-stakes competition.

The contrast between elite-level motivation and low-pressure rewards keeps the tone light while tapping into sports nostalgia. Directed by Joseph Kosinski, the spot also features Olympic snowboarder Chloe Kim and NHL champion T.J. Oshie, reinforcing Michelob ULTRA’s connection to Team USA and the Winter Olympics. By merging Super Bowl spectacle with Olympic energy, Michelob ULTRA positions itself as the beer for competition, camaraderie and winning moments on and off the slopes.

A health message takes the Super Bowl stage

Ro makes its Super Bowl debut with “Healthier on Ro,” starring Serena Williams in a rare healthcare-focused Big Game spot. This time, the direct-to-patient company uses the moment to talk about GLP-1 medications in a broader way. Instead of framing them as a quick fix for weight loss, the ad positions them as a tool for overall health.

In the commercial, Williams speaks candidly about her own experience using GLP-1s through Ro. Over the past year, she says she has lost 34 pounds. As a result, she has eased stress on her knees and stabilized her blood sugar. She also points to improvements in her cholesterol levels and overall heart health.

More importantly, Williams focuses on how the program fits into her life. “I feel better now than I have in years,” she says. The message stays centered on feeling stronger and more like herself, rather than chasing a number on the scale. For Ro, the ad marks a major step. It brings healthcare and GLP-1 conversations into a space usually dominated by snacks, beer and cars. Airing during Super Bowl LX, the spot reflects how wellness brands are increasingly using the Big Game to normalize treatment, reduce stigma and reach a mainstream audience through personal stories.

Pepsi flips the cola wars in a polar-powered spot

Pepsi takes a playful jab at soda rivalries with “The Choice,” a 30-second commercial directed by Taika Waititi that brings the classic Pepsi Challenge to life. At the center of the ad is a cola-loving polar bear, a nod to the iconic mascot long associated with Coca-Cola, who sits down for a blind taste test between Pepsi Zero Sugar and Coke Zero Sugar. When taste alone determines the winner, he surprisingly picks Pepsi, exposing a phenomenon Pepsi refers to as the “Pepsi Paradox,” where people prefer Pepsi once brand labels and bias disappear.

Set to Queen’s “I Want to Break Free,” the bear’s initial shock turns into a whimsical journey of self-discovery, complete with a humorous therapist cameo by Waititi himself and a concert-style celebration that evokes a memorable kiss-cam moment, with the tagline, “You deserve taste.” The ad leans into Pepsi’s decades-long cola rivalry by turning an age-old debate into a lighthearted story about taste and identity, challenging viewers to rethink which cola they’d choose when all labels are removed.

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Kurt’s key takeaways

Super Bowl commercials have always reflected the moment we are living in. In 2026, that moment feels louder, stranger, more emotional and far more expensive. For example, some beer ads lean into chaos and humor. Meanwhile, food brands embrace full-on absurdity. At the same time, healthcare companies are stepping onto football’s biggest stage. Still, the common thread among them is ambition. At $10 million per slot, brands are not just buying airtime. Instead, they are buying a chance to be remembered. Some commercials will land iconic moments. Others will fade by halftime. In the end, one thing is clear. The Super Bowl is no longer just a game with ads. It is an advertising event that happens to include football.

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With Super Bowl ads now costing $10 million for 30 seconds, which commercials actually feel worth the price? Let us know by writing to us at Cyberguy.com.

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