The Television Academy revealed the nominations for the 78th Primetime Emmy Awards on a Wednesday. The awards ceremony is scheduled to air on NBC and Peacock on Sept. 14.

Six advertisements have been shortlisted in the Outstanding Commercial category. These nominations include a Levi's ad, two Apple ads, and advertisements from Adidas, Nike, and Coinbase.

The nominated Levi's commercial, titled "Backstory" by TBWA\Chiat Day, marked the brand's first Super Bowl advertisement in 20 years. It featured appearances by Doechii, DJ Questlove, and the character Woody from Toy Story. Adidas's "Backyard Legends" by Lola USA also received a nomination; this five-minute ad stars Timothée Chalamet and promotes the 2026 FIFA World Cup.

Apple has two nominations in this category. "A Critter Carol" by TBWA\Media Arts Lab features woodland creatures, while the in-house produced "I'm Not Remarkable" showcases accessibility features and follows disabled students transitioning to life on campus. Nike's "Why Do It" by Wieden+Kennedy is also nominated, which phrases the slogan "Just Do It" as a question. The final nominee is Coinbase's "Your Way Out" by Isle of Any, set in a video game world.