Super Bowl LIX once again proved to be a massive night for both sports and advertising, delivering an unmatched opportunity for brands to reach the largest television audience of the year. According to the HarrisX Ad Index, which measured audience reactions to over 70 commercials aired during the big game, the NFL’s “Somebody” took the top spot as America’s favorite Big Game ad of 2025.
Created by 72andSunny, the spot highlighted the League’s initiatives supporting youth organizations worldwide and scored an impressive 87.8 out of 100 on the HarrisX Ad Index—nearly 20 points higher than the Super Bowl ad average of 68.8.
Top Five Super Bowl LIX Ads, According to HarrisX Ad Index
- NFL – “Somebody” (87.8)
- LAY’s – “The Little Farmer” (86.7)
- Foundation to Combat Antisemitism – “No Reason to Hate” (85.1)
- Budweiser – “First Delivery” (84.5)
- He Gets Us – “What is Greatness?” (84.4)
LAY’s “The Little Farmer”, a heartfelt story about a young potato farmer, was the top-ranked consumer product ad, narrowly beating out Budweiser’s “First Delivery”, which continued the brand’s tradition of emotional storytelling. Meanwhile, corporate and social responsibility (CSR) campaigns emerged as the night’s big winners, with six of the top eight ads tackling themes of unity, resilience, and social impact.
The NFL dominated the rankings with two ads in the top 10. In addition to “Somebody,” the League’s “FLAG 50” campaign—promoting girls’ flag football as a varsity sport across all 50 states—secured the seventh spot with a score of 84.0.
Trends from Super Bowl 2025 Ads
1. Purpose-Driven Messaging Wins Big
In a time of cultural and political polarization, advertisers leaned into messages of unity and collaboration—and the strategy paid off. Brands like Pfizer, FCAS, He Gets Us, and Novartis successfully engaged audiences by focusing on positive impact rather than controversy.
“Despite an American public that is tired of social and political issues permeating cultural moments, themes of unity and collaboration resonate with Americans,” said HarrisX CEO Dritan Nesho. “These ads provide a model for how advertisers can engage in corporate social responsibility without alienating audiences.”
Notably, Pfizer’s “Knock Out”, which told the story of a young boxer overcoming cancer, ranked sixth overall (84.1), while Novartis’ humorous breast cancer screening ad, “Your Attention, Please”, landed in eighth place (82.1).
2. Everyday Heroes, Not Celebrities, Stole the Show
Forget A-listers—this year, authentic human stories resonated more than star power. The best-performing ads featured real people facing relatable struggles, from LAY’s young farmer to Pfizer’s determined boxer. Even Google’s “Dream Job”, featuring a father embracing parenthood as his dream career (score: 81.2), won over audiences.
Meanwhile, celebrity-packed ads underwhelmed, with just two of the top 10 ads featuring famous faces. Conversely, seven of the 10 lowest-ranking ads relied on celebrity endorsements, suggesting that audiences may be fatigued by star-studded campaigns that lack emotional depth.
3. Humor Still Works—When Done Right
Lighthearted ads, particularly those tackling serious topics with a clever twist, stood out. Novartis’ “Your Attention, Please” (82.1) and Hellmann’s “When Sally Met Hellmann’s” (78.7) proved that humor can be a powerful tool for engagement.
4. Clever vs. Confusing: A Fine Line
Creativity is great—but it can backfire when an ad is too clever for its own good. Tubi’s “Cowboy Head” and Meta’s “Hey Meta, Who Eats Art?” finished at the bottom of the rankings, with over 40% of respondents saying they found the ads confusing rather than engaging.
How the HarrisX Ad Index Works
The HarrisX Ad Index surveyed 8,149 U.S. adults, each evaluating five randomly selected Super Bowl ads across seven key metrics, including:
- Memorability
- Clarity
- Believability
- Likelihood to share
- Ad impact on brand reputation
- Effectiveness of the call-to-action
Each ad was rated by at least 500 respondents, with final scores indexed between 0 and 100 based on proprietary HarrisX methodology.
Final Takeaway: Authenticity and Purpose Win the Night
Super Bowl LIX set a new precedent in advertising—genuine human stories, purpose-driven messaging, and subtle humor resonated far more than over-the-top celebrity endorsements. Brands that embraced authenticity, shared values, and emotional connection walked away with the biggest wins.
With the NFL’s “Somebody” taking the crown as America’s favorite Super Bowl ad, the 2025 commercial playbook is clear: meaningful storytelling that unites audiences is the key to winning the game.
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