Six brands are competing for best commercial at the 2026 Emmy Awards. On Wednesday, the Television Academy revealed the nominations for the 78th Primetime Emmy Awards, set to air on NBC and Peacock on Sept. 14.   In the Outstanding Commercial category, six ads are shortlisted. They include two rival sportswear giants, a Super Bowl spot, a Cannes Lions Grand Prix winner, and two Apple contenders. Here are this year’s Emmy nominees for Outstanding Commercial. Levi’s | “Backstory” by TBWA\Chiat Day Levi’s first Super Bowl ad in 20 years featured a slew of famous backsides, including Grammy-winning rapper Doechii, DJ Questlove, and Woody from Toy Story. Adidas | “Backyard Legends” by Lola USA Adidas’ ad for the 2026 FIFA World Cup was a five-minute epic starring Timothée Chalamet as a soccer superfan intent on assembling his dream team. Apple | “A Critter Carol” by TBWA\Media Arts Lab Apple’s holiday ad united a ragtag crew of woodland creatures to spotlight the gift of friendship. Apple | “I’m Not Remarkable” (in-house) Apple’s joyful musical showcases its accessibility features while following a group of disabled students as they transition to life on campus. Nike | “Why Do It” by Wieden+Kennedy Nike flipped its iconic slogan, “Just Do It,” into a question to inspire the next generation of athletes.  Coinbase | “Your Way Out” by Isle of Any Coinbase crafted a video game world to encourage people to break away from the financial systems they’ve always known. The ad also won the Film Craft Grand Prix at Cannes Lions last month.