Creative effectiveness platform System1 has revealed the most effective ads of this year’s Super Bowl, with Lay’s (Walkers) the NFL and WeatherTech emerging as the big winners.
Graded using the firm’s ‘Test Your Ad’ service, which measures consumers’ emotional responses throughout an ad, each spot was given a rating from 1.0 to 5.9 stars – the highest rating achievable on the platform.
On the night, System1 found that heartfelt messaging, ‘classic’ but not surreal humour, good use of celebrities and creative consistency helped a range of big-name brands win out in the battle for viewers’ attention.
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“With a record-breaking number of 4- and 5-Star ads, 2025 is the best Super Bowl advertising performance of the last six years,” said Jon Evans, System1 chief customer officer.
“Brands leaned into storytelling, like Lay’s, Pfizer, the NFL and WeatherTech. This was well balanced with no holds barred humor from the likes of Reese’s, Pringles, Mountain Dew and Doritos.”
According to ‘Test Your Ad’, the big winners on the night alongside Lay’s, the NFL and WeatherTech were Haagen-Dazs, Stella Artois, Doritos, Pfizer, Nerds and Reese’s.
