The Power Behind Super Bowl Advertising
Every year, dozens of brands invest millions of dollars to air commercials during the Super Bowl, aiming to captivate an audience that now exceeds 127 million viewers. In 2026, the cost for a 30-second spot is expected to reach a staggering $10 million. But as Jon Evans, Chief Customer Officer at behavioral science firm System1, puts it, most of these commercials still fall short in effectiveness.
“The average Super Bowl ad on our five-star scale is actually only three stars,” Evans said. According to him, the key to a successful ad lies in creating an emotional connection. “Spend the money on making sure that you create emotion and the right memory.”
How System1 Measures Ad Effectiveness
System1 uses a research-backed method that focuses on how ads make people feel, rather than what they think. Ahead of Super Bowl 60, the firm surveyed 60,000 consumers to evaluate 425 ads from the last five Super Bowls. The goal was to identify which ads had the highest potential for long-term brand growth, which System1’s 25 years of data suggests is largely driven by emotional resonance.
Instead of traditional metrics like recall or likeability, System1 compiles hundreds of emotional responses to each ad. These insights are then used to predict purchase intent, market share growth, and overall memorability.
Why “Little Farmer” by Lay’s Topped the List
The ad that stood out most was Lay’s “Little Farmer” from Super Bowl 59, directed by Taika Waititi. The commercial depicts a heartwarming story of a young girl growing a potato from seed to harvest. Its strength lies in its simplicity and emotional arc, encompassing hope, worry, and triumph.
“Advertising that has a story that unfolds, like in a movie, is much more powerful,” Evans explained. “Most advertisers try to cram too much into a short period, but it’s better to say less and evoke more emotion.”
The Role of Surprise and Humor
Surprise is another powerful tool in advertising, as it immediately captures attention. However, the lasting impact depends on the emotion that follows the surprise. For charity campaigns, shock can prompt immediate action. For brand-building, the surprise should delight rather than confuse. Humor, too, plays a critical role in positive brand sentiment.
“The correlation between happiness and long-term success is very, very high,” Evans emphasized. “Ideally, shock people to get their attention but leave them feeling happy at the end.”
Familiarity Breeds Contentment
In recent years, brands have used Super Bowl ads to introduce new campaigns. But System1’s findings suggest that consumers prefer the familiar. Recognizable brand assets—like Budweiser’s iconic Clydesdales—score significantly higher than ads that rely solely on celebrity appearances.
That doesn’t mean newer brands are at a disadvantage. Distinctive assets can be anything from a recurring setting or sound effect to a recognizable color scheme. Alternatively, borrowing cultural elements such as hit songs or nostalgic references can also be effective.
“Rather than familiarity breeding contempt,” Evans noted, “what we find is familiarity breeds contentment.”
System1’s Top 10 Super Bowl Ads (2020-2025)
- Lay’s | “Little Farmer” (2025)
- NFL | “Somebody It Takes All of Us” (2025)
- Huggies | “Welcome to the World, Baby” (2021)
- Disney | “Disney100 Special Look” (2023)
- Jeep | “Groundhog Day” (2020)
- WeatherTech | “Whatever Comes Your Way” (2025)
- Doritos | “Cool Ranch” (2020)
- Samuel Adams | “Boston Dynamics” (2022)
- Doritos | “Push It” (2022)
- NFL | “Flag 50” (2025)
Each of these ads successfully created emotional connections that resonated with viewers, whether through joy, nostalgia, or humor. They illustrate that effective Super Bowl advertising isn’t about being the loudest or most extravagant—it’s about making people feel something lasting.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.