Super Bowl LX Program Features Heritage Foundation Ad
Rob Bluey /
This year’s Super Bowl program features stories about the New England Patriots and Seattle Seahawks, ads for major brands, and—thanks to The Heritage Foundation—a tribute to America’s founding.
For the first time in its 53-year history, Heritage is advertising in the official Super Bowl LX program.
The policy organization purchased an ad marking the 250th anniversary of the Declaration of Independence on July 4, 2026.
It’s part of an ambitious ad campaign from Heritage called “America. The Beautiful.”
Going Big
Millions of Americans watching last month’s college football national championship game between Indiana and Miami saw Heritage’s cinematic TV ad. While most advertisers leaned on familiar corporate slogans, Heritage cut through the noise with a bold, unapologetic message about what makes America exceptional.
In an era when major institutions seem terrified of affirming basic American values, Heritage stepped forward with an ad centered on faith, family, and gratitude to the country that has offered more opportunity, liberty, and prosperity than any other in history.
It was a message many Americans are starving to hear—and one the cultural gatekeepers rarely deliver.
USA Today described the commercial as a depiction of an American family evolving through the centuries, always pausing to pray. Translation: Heritage dared to show a normal, loving family acknowledging God. In 2026, that counts as an act of cultural rebellion in America.
Viewers noticed. People who saw the ad responded with genuine enthusiasm.
That alone tells us something important: Beneath the surface of our so-called divided country lies a deep hunger for hope, unity, and unapologetic patriotism. It turns out that Americans haven’t given up on America—despite the best efforts of our political and cultural elites to convince them otherwise.
Heritage is betting big on that idea.
Celebrating America
“America. The Beautiful.” isn’t just an ad campaign. It’s a bold statement—and Heritage’s opening salvo to define America’s next 250 years.
With a price tag of $9 million, the campaign is anchored in the vision Heritage President Kevin Roberts laid out the moment he took the job in 2021: He saw July 4, 2026, not merely as a historical marker, but as a chance to launch a long-term plan for the nation’s next 250 years.
Heritage has spent two years building toward that moment—holding planning sessions with members of Congress, partnering with conservative allies, collaborating with the America 250 Commission, and traveling to historic sites across nearly a dozen states. It’s published new resources, launched the Heritage Guide to Historic Sites, and highlighted the nation’s founding ideals through books and educational projects.
The Edwin J. Feulner Institute pushed further by launching America’s 250th Innovation Prizes. More than 300 organizations applied, and 10 winners received funding to help strengthen the conservative movement’s future. (We wrote about several of them at The Daily Signal.)
Heritage 2.0
Since taking the helm in 2021, Roberts has led a much-needed revival at Heritage. I had a front-row seat before stepping aside to lead The Daily Signal in a full-time capacity in 2024.
More than two thirds of the current staff joined on Roberts’ watch. The Daily Signal spun off. The Oversight Project became independent. Policy scholars departed to serve in a second Trump administration, just as others did during his first term.
Now comes Heritage 2.0. Its four pillars are as unapologetic as the commercial that’s airing on TV: strengthening families, advancing the dignity of work and free enterprise, bolstering national security, and renewing American heritage and citizenship.
Unlike other organizations that make big promises and deliver little, Roberts expects results. That much is clear from his weekly conversations with Larry O’Connor on “The Kevin Roberts Show.”
Roberts put Heritage’s staff in charge of shaping the strategy and defining the objectives.
Already, we’re seeing the results: This year, Heritage has already published a 168-page “Saving America by Saving the Family” blueprint, followed by “TIDALWAVE,” a groundbreaking assessment of America’s readiness for a prolonged conflict with China.
These are not white papers written to sit on shelves. They are intended to be roadmaps for action.
The Road Ahead
Living and working in Washington can alter your view of reality, and that’s why Roberts often says that he prefers to spend his time among everyday Americans rather than the D.C. establishment.
It’s those hardworking Americans who are the backbone of Heritage. With more than half a million supporters, the organization has benefited from these donors and their annual gifts. No single person or special-interest group can influence Heritage because of this large army.
Heritage Action is also gearing up under new leadership. Tiffany Justice—cofounder of Moms for Liberty—is focused on what matters: acquiring the power needed to enact real change. Ideas without execution are just words. Heritage has always understood that.
The Left loves to sneer at Heritage, as if dismissing the organization will make it less consequential. But here’s the truth they don’t want to admit: Heritage remains the most influential policy institution in America.
Like a championship football team with a star quarterback, Heritage has a leader who knows the stakes. Roberts is always on offense, driving toward the goal line.
And if its Super Bowl ad and complementary TV commercial are any indication, Heritage isn’t slowing down. It’s gearing up for America’s next 250 years—with confidence in its mission.
The country is ready for it. The moment demands it. And thank goodness that Heritage is answering the call.