Corporate and Social Responsibility Ads Dominate the Top 10

6 of the top 8 performing ads were centered around corporate and social responsibility issues. These advertisers proved that even during a time when most Americans say they are tired of political and social divisiveness, it is possible to engage in purpose-driven messaging—if the approach unites rather than divides.

A (Good) Joke or Two Can Do Wonders

Humor, when done right, once again proved to be a winning strategy with ads like “Your Attention, Please” by Novartis or Hellmann's “When Sally Met Hellmann's.". The success of these spots reinforces the idea that even serious topics, such as breast cancer screening, can succeed with a lighthearted touch.

There’s a Fine Line Between Clever and Confusing

Creativity resonates, but sometimes an ad can be slightly too clever, leaving viewers confused about what they just saw. Tubi’s “Cowboy Head” and Meta’s “Hey Meta, Who Eats Art?” ended up at the bottom of the ranking in part because more than 40% of Americans found the two ads confusing.

"The Super Bowl is more than just a game — it’s where sports, culture, and creativity collide," said HarrisX CEO Dritan Nesho.

"This year's winning ads show that despite an American public that is tired of social and political issues permeating cultural moments, themes of unity and collaboration resonate with Americans. These ads provide a model for how advertisers can engage and speak about corporate social responsibility."