Super Bowl LIX advertising awards

For this week’s AdMiration feature, we’re taking a break from our regular coverage of individual ads to celebrate some of the winning ads from Super Bowl LIX! 

Based on our research conducted with over 20,000 consumers, we’re excited to present some of the best performing ads with several awards broken into categories celebrating the ones that were most loved, funniest, had the best use of celebrity and more. 

Without further ado, here are the awards for this year’s Super Bowl ads:

Budweiser’s “First Delivery” takes home our first award for being the most distinctive ad of the night. This ad received the highest ad distinctiveness score from our research, which is based on how different consumers find it to be when compared to other ads they’ve seen.

Budweiser was able to tell a unique story with their spot, leveraging the use of distinctive brand assets (DBAs) like their iconic Clydesdales, paired with the product itself (kegs of Budweiser), which made viewers instantly recognize who the ad was for and allowed the brand to tell a story only they could.

Ray-Ban / Meta’s “Who Eats Art?” ad scored the highest in brand recall, or how well viewers were able to identify and remember the brand in the ad after watching it. 

The ad did a fantastic job at keeping the product (their high-tech smart glasses) in the spotlight for the entirety of the ad, with each of the celebrities, Chris Pratt, Chris Hemsworth and Kris Jenner, wearing them throughout and constantly asking “Hey Meta?”

While there were a lot of hilarious ads this year, Hellmann’s “When Sally Met Hellmann’s” ad really resonated with consumers, especially when it came to tickling their funny bone, receiving the highest amount of “Laughter” reactions from consumers.

Hellmann’s delivered a great combination of nostalgia — while also reaching younger audiences with their celebrity choices — and humor in an ad that references the scene viewers will never forget from the movie “When Harry Met Sally.” The brand capitalized on a great insight that it could be the addition of their mayo that causes Meg Ryan to have her unforgettable reaction in the New York restaurant, landing a real comedic hit with viewers. 

The NFL's “It Takes All of Us” stole the show for the most loved ad this year. The ad received the highest amount of “Love” reactions from consumers, based on their emotional responses while watching the ad. 

It’s undeniable that the NFL delivered a heartwarming message with this ad, which follows several NFL players as they speak to kids across New Orleans to inspire them and tell them that they are somebody — shining a light on the NFL's dedication to kid’s programs.

Totino’s “Chazmo Finally Goes Home” is our winner for most surprising spot. While the ad led to a lot of laughter reactions from viewers, it also received the highest “Surprise” reaction.  

Viewers remembered Chazmo from a previous ad featuring the alien friend and were in total shock and surprise when his spaceship's elevator doors abruptly slammed shut as he was saying his goodbye’s, squishing him to death!

STōK knew the assignment in their dance-filled “Hollywood Magic” spot — bringing on a celebrity that was absolutely perfect for the ad: Channing Tatum. 

Known for his energy-driving dance moves in Magic Mike and even early Step Up days, Tatum was the perfect choice for a brand looking to showcase how viewers can get the energy they need by using their product: STōK Cold Brew.

Pringles’ “Call of the Mustaches” had wonderful usage of DBAs with their insight that Mr. Pringle’s mustache was a unique asset for the brand. Viewers were able to easily remember who the ad was for and therefore found it to be very distinct to the brand.

The inclusion of other celebrities with great mustaches was a great insight on Pringles’ part to connect their brand to. After all, just like these celebrities, Mr. Pringle’s just wouldn’t be the same without his famous mustache.

Lay’s “The Little Farmer” is the most-loved snack ad, and the one with the highest combined sales and brand impact, so it’s our pick for top snack ad. 

The fantastic, heartfelt storytelling of the determined young girl captivated viewers, eliciting strong feelings of love while also leading up to a feel-good brand message that this is exactly where their product comes from — from family farms across America. 

Budweiser takes another one home for their “First Delivery” spot! In addition to being the most distinct, the ad also received the highest scores on brand recall and overall emotion when compared to the other alcohol ads of the night. 

Another story of determination, this ad’s beautiful storytelling, music and visuals created a heartwarming and true-to-the-brand ad that won the hearts of viewers.

Last but not least, Duracell’s first ever Super Bowl spot “Brady Reboost” takes home our award for best newcomer. 

The brand did something others didn’t do, adding an extra dimension to their ad. With Tom Brady and Kevin Burkhardt, the celebrities featured in the ad as well as commentators during the game, were wearing the same clothes they were shown in previously, causing viewers to initially believe they were returning to game coverage instead of watching another ad — a cool and unique layer the brand added to the spot! 

Congratulations to the brands who created these award-worthy ads for this year’s big game! What did you think of this year’s ads? And which was your favorite? Let us know by interacting with our coverage on LinkedIn.

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