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Top 5
based on their ability to...
Drive brand appeal
#1. Disney - Disney 100 special look
Most loved ads
from this year's
Super Bowl
#2
#4
#5
#6
#7
#8
#9
#10
#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.
What people loved
Emotional response
Key metrics
What people loved
Emotional
response
"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 bond between 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."
What people loved
Emotional response
What people
loved
Key
metrics
Emotional response
Key metrics
Emotional
response
Stand out
Ranked #3
Entertainment
Ranked #33
Brand appeal
Ranked #2
How we measure Brand appeal
How we measure Uniqueness
How we measure Entertainment
Based on the question:
Which of the following words or phrases do you associate closely with the ad you have just seen?
Entertaining is one of the options.
Based on the question:
How unique and different was the ad?
Average of Brand Linkage and Overall Appeal questions giving an indication of whether the ad is likely to make you feel good about the brand.
[Brand linkage: 'How well does the ad fit with your impressions of the brand']
[Overall appeal 'Overall, how much did you like the ad']
Key metrics
Ad likeability
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
8.3
#3
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.
Stand
out
Entertain people
#2. Farmer's Dog - Forever
#3. Bass Pro Shops & Cabela’s
#4. Google Pixel - Fixed on Pixel
#5. Amazon - Saving Sawyer
#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
#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
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.
#2
What people loved
Emotional response
Key metrics
What people loved
Emotional
response
"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."
What people loved
Emotional response
What people
loved
Key
metrics
Emotional response
Key metrics
Emotional
response
Stand out
Ranked #3
Entertainment
Ranked #33
Brand appeal
Ranked #2
How we measure Brand appeal
How we measure Uniqueness
How we measure Entertainment
Based on the question:
Which of the following words or phrases do you associate closely with the ad you have just seen?
Entertaining is one of the options.
Based on the question:
How unique and different was the ad?
Average of Brand Linkage and Overall Appeal questions giving an indication of whether the ad is likely to make you feel good about the brand.
[Brand linkage: 'How well does the ad fit with your impressions of the brand']
[Overall appeal 'Overall, how much did you like the ad']
Key metrics
Ad likeability
8.3
#1
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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.
#3
What people loved
Emotional response
Key metrics
What people loved
Emotional
response
"Everyone loves animals to a degree, and this ad played with the heartstrings from the dogs perspective."
"It's very cute and so relatable to many. I had similar situation with my dog too."
"Rather than get rid of the destructive dog the family opts for a new companion pet for the dog."
What people loved
Emotional response
What people
loved
Key
metrics
Emotional response
Key metrics
Emotional
response
Stand out
Ranked #3
Entertainment
Ranked #33
Brand appeal
Ranked #2
How we measure Brand appeal
How we measure Uniqueness
How we measure Entertainment
Based on the question:
Which of the following words or phrases do you associate closely with the ad you have just seen?
Entertaining is one of the options.
Based on the question:
How unique and different was the ad?
Average of Brand Linkage and Overall Appeal questions giving an indication of whether the ad is likely to make you feel good about the brand.
[Brand linkage: 'How well does the ad fit with your impressions of the brand']
[Overall appeal 'Overall, how much did you like the ad']
Key metrics
Ad likeability
8.3
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.
#4
What people loved
Emotional response
Key metrics
What people loved
Emotional
response
"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."
What people loved
Emotional response
What people
loved
Key
metrics
Emotional response
Key metrics
Emotional
response
Stand out
Ranked #3
Entertainment
Ranked #33
Brand appeal
Ranked #2
How we measure Brand appeal
How we measure Uniqueness
How we measure Entertainment
Based on the question:
Which of the following words or phrases do you associate closely with the ad you have just seen?
Entertaining is one of the options.
Based on the question:
How unique and different was the ad?
Average of Brand Linkage and Overall Appeal questions giving an indication of whether the ad is likely to make you feel good about the brand.
[Brand linkage: 'How well does the ad fit with your impressions of the brand']
[Overall appeal 'Overall, how much did you like the ad']
Key metrics
Ad likeability
8.3
Fixed on Pixel
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.
#5
What people loved
Emotional response
Key metrics
What people loved
Emotional
response
"I liked that it was trying to show the good in people."
"The authenticity and meaning of the video."
"It was a very humbling ad and showed how much love people have for others."
What people loved
Emotional response
What people
loved
Key
metrics
Emotional response
Key metrics
Emotional
response
Stand out
Ranked #3
Entertainment
Ranked #33
Brand appeal
Ranked #2
How we measure Brand appeal
How we measure Uniqueness
How we measure Entertainment
Based on the question:
Which of the following words or phrases do you associate closely with the ad you have just seen?
Entertaining is one of the options.
Based on the question:
How unique and different was the ad?
Average of Brand Linkage and Overall Appeal questions giving an indication of whether the ad is likely to make you feel good about the brand.
[Brand linkage: 'How well does the ad fit with your impressions of the brand']
[Overall appeal 'Overall, how much did you like the ad']
Key metrics
Ad likeability
8.3
Be childlike
#6. Bass Pro Shops & Cabela’s
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
#7. Breaking
Bad
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
#8. Skechers
x Snoop Dog
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
#9. Electric Boogie
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
#10. New year. New neighbor
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
#1
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#6
#7
#8
#9
#10
#1
#2
#3
#4
#5
#6
#7
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#10
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
* I understand the information will be securely stored by Zappi and used by Zappi to keep me informed about Zappi's products, news, and future developments in market research. You can opt-out of these communications at any time either by using the link in the emails sent to you or by contacting us directly at data-privacy@zappistore.com.
Super Bowl:
The ads that scored major points this year
VIDEO PODCAST
WATCH NOW
How PepsiCo creates a winning Super Bowl ad every year
CUSTOMER STORY
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Learn more
about how
to win the
Super Bowl
#10. New year. New neighbor
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
#9. Electric Boogie
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
#8. Skechers x Snoop Dog
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
#7. Breaking Bad
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
#6. Bass Pro Shops & Cabela’s
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
#5. Be Childlike
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
#4. Fixed on Pixel
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
#3. Sawyer
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
#2. Disney 100 Special Look
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
#1. Forever
Overall appeal
How we measure Overall Appeal
Based on the question:
'Overall, how much did you like the ad?
Most
loved ads from this year's Super Bowl
Advertising
Innovation
Platform
Learn how to create ads people love
Request a personalized call:
Learn more about how
to win the Super Bowl
Super Bowl LVII analysis: How to make the most of your $7m
BLOG POST
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Super Bowl: The ads that scored major points this year
PODCAST
LISTEN NOW
How PepsiCo creates a winning Super Bowl ad every year
CUSTOMER STORY
READ NOW
Learn how to make ads people love
Request a personalized call:
Advertising
Innovation
Platform
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.