Key Takeaways:
- Super Bowl ads are losing their impact, with repetitive humor and celebrity overuse failing to engage audiences.
- Emotional storytelling works, but only when it’s authentic and aligned with brand values.
- A single high-impact ad isn’t enough — sustained engagement across channels is what drives real results.
Even though Super Bowl LIX has set a record as the most-watched TV broadcast in U.S. history, its commercials were the least effective in the last five years.
This is according to research from DAIVID, an AI platform that helps marketers by predicting the effectiveness of their creative at scale.
DAIVID came to this conclusion using its proprietary Creative Effectiveness Score (CES), which combines three drivers of effectiveness: attention, emotions, and memory.
On this front, Super Bowl LIX ads as a collective only scored 6.2 out of 10, which is the lowest average since 2020.
Ian Forrester, CEO and founder of DAIVID, explained why this year’s ads fell flat, pointing to viewer fatigue from repetitive humor and an overreliance on celebrity endorsements:
“It shows just how hard it is to cut through when so many are trying the same approach. With overall effectiveness also down, maybe it’s time brands tried something different to get people’s attention on game day.”
Despite this, several Super Bowl commercials were able to score very well in terms of emotional engagement with fans, proving that strong storytelling can still break through the noise.
For brands, this underscores the importance of crafting ads that go beyond gimmicks and tap into genuine human emotions.
With that in mind, let’s take a look at the Super Bowl LIX ads that most emotionally resonated with audiences, standing out in a year where many struggled to establish true connection with fans:
'Somebody | It Takes All of Us'
- Brand: NFL
- Positive emotional response rate: 55.8%
The NFL’s “Somebody | It Takes All of Us” ad resonated deeply with audiences by delivering a powerful message of inclusivity, perseverance, and community.
The ad follows young children and athletes determined to make their mark in football, intercut with scenes of real NFL players and teams supporting diversity and breaking barriers in the sport.
This aspirational storytelling struck an emotional chord, positioning the league as a platform for progress and opportunity.
It doesn’t just highlight football as a game; it presents it as a unifying force that embraces change and champions those who defy expectations.
The emotional weight of the commercial makes it memorable, ensuring that viewers connect with its message on a personal level.
This campaign succeeds because it aligns with the NFL’s ongoing efforts to foster inclusivity and social change.
By celebrating diversity and determination, the ad taps into a broader cultural conversation, reinforcing the idea that the league is evolving alongside its fans.
'Owner’s Manual'
- Brand: Jeep
- Positiveemotionalresponserate: 54.2%
Jeep’s Super Bowl LIX ad starring Harrison Ford struck an emotional chord by celebrating the deep, personal connection between Jeep owners and their vehicles.
This storytelling approach reframes Jeep ownership as a lifelong adventure, where the vehicle is not just a mode of transport but a companion through life's defining moments.
The ad’s emotional engagement comes from paralleling Jeep ownership with universal themes like exploration, resilience, and freedom.
By presenting Jeep ownership as an ongoing story rather than just a transaction, the commercial fosters a deep emotional connection with audiences who see their own experiences reflected in the ad.
This campaign succeeds because it taps into both sentimentality and aspiration — reminding viewers that a Jeep is not just built for the road, but for the stories that unfold along the way.
'What is Greatness?'
- Brand: He Gets Us
- Positive emotional response rate: 53.3%
He Gets Us' “What is Greatness?” reframes the idea of greatness, shifting the focus from power and success to humility, compassion, and service.
By highlighting selfless acts and quiet strength, the ad challenges viewers to rethink what it truly means to be great.
The commercial juxtaposes powerful imagery of selflessness — people helping others, standing up for the vulnerable, and choosing kindness over dominance — against cultural expectations of greatness.
The absence of any narration or voiceover only amplified the emotional impact even further, exemplifying the idea that "a picture is worth a thousand words."
The simple yet profound storytelling, paired with its thought-provoking message, fosters introspection and connection, making it one of the most emotionally impactful ads of the game.
'Own The Dream'
- Brand: Rocket
- Positive emotional response rate: 52.6%
Set to John Denver’s “Take Me Home, Country Roads,” Rocket’s spot tapped into the deeply personal aspiration of homeownership and the American Dream.
It featured diverse individuals and families returning to the places they call home, reinforcing themes of nostalgia, security, and belonging.
The storytelling emphasized that owning a home is more than a financial milestone — it’s a dream that shapes lives and futures.
The campaign culminated in a first-of-its-kind live singalong at the Caesars Superdome, where over 65,000 fans joined in, transforming the ad from a commercial into a shared cultural moment.
'Knock Out'
- Brand: Pfizer
- Positive emotional response rate: 52.3%
Pfizer’s ad delivered an emotional punch by reframing the fight against disease as an ongoing battle requiring resilience, innovation, and collective effort.
Set to the tune of “Mama Said Knock You Out” by LL Cool J, the ad features a young boy in his fight against cancer.
Inspired by Michael Buffer’s iconic pre-match line, the young boy dons boxing attire as he walks out of the hospital and back home, to the applause of everyone around him.
By portraying the fight against disease through a deeply personal lens, Pfizer humanized its mission of fighting for eight cancer breakthroughs by 2030.
The ad’s uplifting tone, combined with its universal theme of perseverance, made it a standout, resonating with audiences who saw their loved ones reflected in the young boy’s fight.
Big Game Engagement Is Great, But Sustained Engagement Is Better
Of course, entertainment and engagement don’t always guarantee long-term effectiveness.
The ads that scored high in emotional response resonated because they tapped into universal human experiences — belonging, resilience, aspiration, and selflessness.
However, turning that engagement into lasting impact requires a more holistic approach to advertising and brand strategy.
Chris Actis, president of True Media US, emphasized this point, stating:
“In a world of fleeting content and shortening attention spans, the strategic plan for deepening the emotional connection of a singular high-impact spot through continual engagement is more important than ever.”
“But the question we should be asking ourselves is whether impact, efficacy and ROI can be had from a 30-second spot alone. The answer is obviously no.”
For marketers and C-suite executives, this means that while a powerful ad can spark an emotional response, true brand-building comes from reinforcing that message time and time again.
The most successful brands don’t just air a great Super Bowl commercial — they extend the narrative across social media, digital platforms, experiential marketing, and long-term content strategies to keep audiences engaged beyond game day.
“Storytelling and messaging should be rooted in authenticity in not just high-stakes ad placements but the entirety of your campaign — creating a common thread through all consumer touch points,” Actis added.
Moreover, emotional storytelling must be paired with authenticity to create lasting connections with consumers.
This aligns with why ads like the NFL’s “Somebody | It Takes All of Us” and Rocket’s “Own The Dream” succeeded: they felt genuine and reflective of the brand’s values.
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The biggest takeaway is this: Super Bowl ads should serve as the launchpad for a broader, sustained strategy rather than a one-and-done spectacle.
Ultimately, brands that want to break through the noise and drive meaningful results need to go beyond emotional resonance.
The most effective campaigns balance emotion, authenticity, and long-term engagement to maximize their impact.
Meanwhile, brands also can also gain inspiration from YouTube’s most-watched Super Bowl 59 commercials.
