The news: The Super Bowl aired 66 ads spanning brands and categories, but only a select few truly captivated audiences with memorable storytelling and standout creativity.
iSpot data ranked the top Super Bowl LX ads by their likability, which measures how much viewers enjoyed an ad based on survey responses, and compares it to a Super Bowl average benchmark of 641 on a scale from 1 to 950.
iSpot also assessed ads based on brand recognition, defined as how clearly an ad communicates its brand based on the percentage of viewers who can accurately identify it without prompts, with 74% as the Super Bowl norm.
Here are the top three Super Bowl ads based on iSpot’s assessment—and why each worked.
Ring Search Party: The top-ranked ad of the night in terms of likeability went to Amazon-owned Ring’s “Be a Hero in Your Neighborhood” spot. The ad follows a young girl and her father as they search for their lost dog—and find the dog with the help of Ring’s AI-powered Search Party feature.
The ad received a likeability of 755, 18% above the norm, along with 83% brand recognition for Ring.
Why it worked: The ad worked because of its feel-good nature, notes Variety. Emotionally resonant ads have proven effective: 28% of US adults state that ads with relatable people and situations are most memorable, while 27% appreciate a clear problem and solution and 16% value ads that are emotionally connecting, per Net Conversion—and Ring hits all of these points.
Budweiser American Icons: Second on iSpot’s ranking was a Budweiser ad celebrating the company’s 150th anniversary. The ad follows a Clydesdale and a rescued eagle whose bond grows over time, culminating in a symbolic leap set to “Free Bird” and a patriotic payoff.
Budweiser’s spot received a likeability score of 747, 16% above the average, and an 85% brand recognition rating.
Why it worked: Budweiser recognized that nostalgia sells, highlighting its long legacy as it coincides with America’s 250th anniversary. Nearly half (48%) of US adults state they are somewhat or extremely likely to purchase items that make them feel nostalgic for the past, per CivicScience, and 83% of nostalgia-influenced customers are somewhat or very willing to spend more on products that remind them of the past.
Amazon Alexa+: Amazon tapped into humor and star power to earn its spot as the third most liked act of the night. Helmed by Chris Hemsworth, the ad follows him as he comically fears AI takeover scenarios, only to be instantly soothed when Alexa+ suggests a self-care appointment.
The ad received a likeability score of 729, 14% above iSpot’s norm, and a brand recognition rating of 77%.
Why it worked: Humor dominates this ad. Amazon perfectly captures audiences’ preference for humorous Super Bowl ads. Amazon pairs this tone with celebrity power to capitalize on the 55% of younger adults who feel more favorably about brands that include celebrities they like.
By blending humor with a recognizable celebrity and a non-threatening take on AI, Amazon made Alexa+ feel both entertaining and approachable.
Key implications for marketers: The strongest Super Bowl ads leaned into emotion, whether through heartwarming storytelling, nostalgia, or humor, while ensuring the brand remained front and center. For marketers, the key takeaway is that memorable creative balancing emotional resonance with clear brand cues will drive likeability, recognition, and action.