
Most loved ads from this year's
Super Bowl


How we calculate Ad Likeability
The Kansas City Chiefs emerged victorious from this year's big game. But we all know that the ads are just as important, right? (at least 71% of consumers told us so!). So to the important question! Which brands won the Super Bowl?
Well, it's consumer opinion which matters most so we found out what they (11250 of them) thought using the leading consumer insights platform at Zappi .
Keep scrolling to learn more about the top 5 winners and the ads that were most distinctive, entertaining and able to make people feel good about the brand.
Top 5 ads
based on their ability to...
Drive brand
appeal
#1. Disney - Disney 100 special look
#2.Farmer's Dog - Forever
#3. Bass Pro Shops & Cabela’s
#4. Google Pixel - Fixed on Pixel
#5. Amazon - Saving Sawyer
Stand
out
#1. Disney - Disney 100 special look
#2. Heineken 0.0 -
Ant-Man and The Wasp: Quantumania
#3.Farmer's Dog - Forever
#4. Amazon - Saving Sawyer
#5. He Loves Us - Be Childlike
Entertain
people
#1. T-Mobile - New year. New neighbor.
#2. Disney - Disney 100 special look
#3. Google Pixel - Fixed on Pixel
#4. Booking.com - Somewhere, Anywhere
#5. Bud Light Easy to Drink, Easy to Enjoy
Learn more about how to win the Super Bowl
Keep scrolling for data on each of the winning ads
#1. Forever

Farmer's Dog reminds us of the irreplaceable role of our pets in our daily lives – and why it's important to care for them like a member of your family. From the good and bad moments to the milestones, we follow the journey of a dog through the lens of its owners' most memorable moments.
This ad also highlights the importance of taking proper care of your pets, indirectly creating relationships between Farmer's dog fresh dog food, and the ability to have your pets be a part of all of your best memories.
Key metrics
Ad likeability

Emotional response
What people loved

"The story, visuals, settings, the personality and adventure of the young girl. I like how they age as the commercial goes on. This was relatable and peaceful expression of how a loving and cherishing bondbetween owners and pets can become."
"I like how it tries to hit you with the feels to get you to connect with the brand. So you can say wow this ad understands me."
"Great story reminds you how special a dog is."
#2. Disney100
Special Look

In a year of ads decorated by nostalgia, Disney steals the show. With a mashup of its most famous titles and creations, Disney uses its 100-year anniversary ad to remind us of why we fell in love with the iconic brand.
Disney 100 takes us on a ride through new creations and old to evoke strong emotions of our earliest experiences with the brand.
Key metrics
Ad likeability

Emotional response
What people loved
"Great scenes and images all of which bring back wonderful memories and make you choke up all over again seeing them."
"I like everything about it. The emotion of the ad brings back many memories over the years."
"It made me remember all the old kids movies i watch with all my childhood friends and family over my childhood memories."
#3. Saving Sawyer

Featuring a family returning to the world after lockdown, Amazon's ad is an emotional journey with a sweet twist.
The ad follows Sawyer, a dog who has grown accustomed to his family staying home during the pandemic. Once his family starts leaving the house again, he begins to act out -- causing his family distress. The ad leads the audience to think the family is buying a kennel for Sawyer on Amazon, but in a surprise twist at the end, we find out they are bringing home a new dog to keep Sawyer company instead.
Key metrics
Ad likeability

Emotional response
What people loved
#4. Fixed on Pixel

Google Pixel's ad reminds us all that for years now, our phones have been capturing our memories — which can sometimes include certain aspects we'd rather forget.
Whether it be that obvious intruder in the background of your family vacation photo, the photo-bomber behind a (rare) precious moment between your children, or even that ex-boyfriend you'd rather not recall. Their ad, complete with a guest appearance by Amy Schumer and Doja Cat, lets you know that their phone's editing features allow you relive your memories the way you want to remember them.
Key metrics
Ad likeability

Emotional response
What people loved
"I liked the concept of photo editing on the phone. I also like the pictures used. They were really cute. Then the celebrity endorsements were just hysterical."
"The surprise of the drastic change of music & pace of the ad."
"I thought the characters in this ad were awesome and this story and the messaging were great in my opinion."
#5. Be childlike

Depicting several images of children in heartwarming situations while "If I Could See The World (Through the Eyes of a Child)" by Patsy Cline plays, this ad shares a message that "Jesus didn't want us to act like adults," but rather be childlike in our compassion for others. As a religious ad, its inclusion in the Super Bowl was a bit controversial. Nevertheless, consumers were drawn to the message and its emotional appeal.
Key metrics
Ad likeability

Emotional response
What people loved
#6. Bass Pro Shops & Cabela’s

#7. Breaking Good

#8. Skechers x Snoop Dog

#9. Electric Boogie

#10. New year. New neighbor

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