🏈 Get all our ad tips & takeaways after the Super Bowl next week
SIGN UPMeet the pre-game winners of Super Bowl LX, according to consumers
Super Bowl LX is almost here, and the ads are rolling in with the kind of absurdity, ambition and spectacle only the Big Game can deliver. For brands, it’s the ultimate creative stage. For viewers, it’s part of the show. And for us at Zappi, it’s a fun peek at the trends shaping Super Bowl creativity in 2026.
This year, we’re testing every national — and select regional — Super Bowl ads throughout the game using real consumer feedback.
Here’s how we separate the best from the rest: each ad is shown to 300 U.S. consumers who actually buy in that category, so a soap ad is seen by soap buyers, a snack ad by snack buyers, and so on. We then compare their responses against Zappi’s curated norm of top-performing ads across 25 categories, giving a clear read on how the spots stand out from a representative set of what’s on the airwaves.
Here are the early pre-game winners – the ads breaking through with consumers, each with one key strength that explains why. More ads are rolling in, so we expect this list to see a shake up or two around the big game.
Sales Impact: 87 | Strength: Distinctiveness
Pringles takes a wildly creative approach centering on a burgeoning romance with pop star, Sabrina Carpenter, using Pringles to build the perfect Pringles man. The ad captivates audiences with humor, surprise and love, while keeping the brand front and center — viewers immediately recognize Pringles from the chip-shaped character. It’s a standout example of using bold, imaginative storytelling, but not forgetting your unique product attributes
Sales Impact: 85 | Strength: Fashion
Nerds’ fashion-forward ad featuring Bravo’s Andy Cohen creates a pop-culture moment for Nerds’ very popular gummy clusters candy. The 30-second spot highlights the vibrant colors of the product itself in a high-energy red carpet adventure. Without forgetting the key elements that make gummy clusters so popular, the brand infuses tantalizing descriptions of the product with a track that will no-doubt have consumers looking up from their second-screens during the game.
Sales Impact: 82 | Strength: Word play
Kinder Bueno makes its Super Bowl debut with a spot that’s weird in all the right ways. Built around the familiar “no bueno / yes bueno” phrase, the ad hops from astronauts to reality TV to aliens—each scenario escalating the joke while keeping the chocolate the star of the show. Laughter carries throughout, with emotional spikes when the bar floats through space and again in the unexpected baby-ending twist. For a brand that’s still building awareness in the U.S., the impact is real: purchase consideration significantly outperforms category norms. It’s a smart introduction—memorable, funny, and clear about what Kinder Bueno stands for.
Sales Impact: 80 | Strength: Escapism
Ritz doubles down on its “salty” platform with a playful return to form, dropping Jon Hamm, Bowen Yang, and Scarlett Johansson onto the sun-soaked absurdity of Ritz Island. The island setting and summer-party vibes immediately pull people in, while Bowen Yang’s deadpan “too salty” line delivers early laughs. The biggest payoff comes when Johansson arrives—literally—on a Ritz-branded jet ski, followed by a closing line that seals it: “Loved by everyone, even the saltiest.” Even with three A-list celebrities, the brand never gets lost. In fact, unaided brand recall lands well above norm, proving that the humor and star power work in service of Ritz—not the other way around.
Sales Impact: 74 | Strength: TMI
Raisin Bran leans fully into irreverent humor, using William Shatner’s self-aware performance to make fiber funny in this pro-poo spot. The ad generates strong laughter throughout, driven by double entendres and physical comedy, while still clearly landing the product benefit. Importantly, consumers don’t miss the message: viewers consistently come away remembering that Raisin Bran is high in fiber. It’s a strong example of how humor can be used as a delivery mechanism for functional benefits, not a distraction from them.
Sales Impact: 88 | Strength: Americana
Budweiser’s use of its iconic Clydesdale in combination with classic Americana in the bald eagle over top of Lynyrd Skynard’s “Free Bird” drives exceptionally strong emotional response. Love builds steadily throughout the ad, peaking in the final reveal that the baby bird the fawn has been nursing is actually an eagle. Consumers clearly connect this story back to the brand. It’s a reminder that when a brand owns distinctive symbols and uses them consistently, it can create emotional impact without needing novelty for novelty’s sake.
Sales Impact: 84 | Strength: Branding
Bud Light delivers classic comedy, turning a runaway keg into the catalyst for chaos at a wedding. Laughter spikes the moment the action begins and stays high through the slow-motion descent. Crucially, the brand plays a clear role in the story – everything happens because of the Bud Light keg – which helps convert entertainment into strong brand recall.
Sales Impact: 77 | Strength: Music
Music does the heavy lifting in this spot, with “Eye of the Tiger” powering a classic, 80’s-style training montage that feels instantly familiar and fun. Combined with Kurt Russell’s performance, the soundtrack amplifies the humor and energy of the ad, helping Michelob Ultra feel active, upbeat and aspirational. The result is a beer ad that feels motivational without taking itself too seriously.
Sales Impact: 93 | Strength: Surprise
This ad hooks viewers immediately with a provocative truth — and then flips the narrative. Surprise is the standout driver here, as consumers react to the bold opening before the brand positions itself as a solution. The shift keeps people engaged while broadening perceptions of what Hims & Hers offers, resulting in one of the strongest Sales Impact scores tested so far.
Sales Impact: 91 | Strength: Trust
Seeing Serena Williams openly discuss her health journey builds immediate credibility for Ro. Trust is the defining strength of this ad, particularly as it addresses a category often surrounded by stigma. Consumers respond positively to the vulnerability and authority she brings, helping Ro stand out while driving strong purchase intent.
Sales Impact: 80 | Strength: Love
Dove’s spot resonates deeply by celebrating what girls’ bodies can do, not how they look. Love scores build as viewers watch young female athletes clap and dance with confidence. The message is authentic to Dove’s long-standing brand purpose, reinforcing credibility while still delivering strong impact. Consumers respond positively to the emotional clarity and inclusivity of the story.
Sales Impact: 88 | Strength: Nostalgia
Toyota leans into nostalgia and family storytelling to powerful effect. Love builds across the generational arc of the story, reinforcing associations of safety, reliability and care. Consumers consistently connect the emotional payoff back to the brand, making this a standout example of how auto advertising can prioritize feeling over features without losing impact.
Sales Impact: 84 | Strength: Community (and dogs)
Ring taps into something universally emotional—lost pets—and updates a familiar ritual for the modern neighborhood. What starts as a father and child posting missing-pet flyers quickly evolves into a smarter, collective solution, visually showing how Ring cameras extend awareness beyond a single street. By reimagining the lost-animal poster as a shared digital alert, the ad positions Ring as technology for good, helping neighbors show up for one another.
Sales Impact: 86 | Strength: Distinctiveness
This spot stands out visually and conceptually, showcasing the glasses across extreme environments and activities. Distinctiveness is the clear driver, helping consumers remember both the product and its utility. By focusing on durability and real-world use cases, the ad makes emerging tech feel tangible rather than abstract.
Sales Impact: 84 | Strength: Love
The NFL delivers one of the most emotionally resonant ads of the year, opening with Mr. Rogers’ “You Are Special” and building into a sing-along with players and children. Love is the defining strength, especially among women, as the ad reinforces the league’s broader cultural role beyond the game itself. The message lands with warmth and sincerity, making the NFL feel human, inclusive and purpose-driven.
We know more than most that it’s not just about how an ad appeals to the broader audience, but how it appeals to your audience. Going one step further, let’s break these ads out by demographic to find the best performing based on age and gender.
Top 5 ads for women:
Hims & Hers – “Rich People Live Longer” – Sales Impact: 94
NFL – “You Are Special” – Sales Impact: 94
Budweiser – “American Icons” – Sales Impact: 92
Bud Light – “Keg” – Sales Impact: 92
Dove – “The Game Is Ours” – Sales Impact: 89
Top 5 ads for men:
Hims & Hers – “Rich People Live Longer” – Sales Impact: 94
Ring – "Be A Hero In Your Neighbourhood" – Sales Impact: 92
Ro – “Healthier on Ro” – Sales Impact: 91
Toyota – “Superhero Belt” – Sales Impact: 86
Pringles – "Pringleleo" – Sales Impact: 86
Top 5 ads for consumers 35 and under:
Hims & Hers – “Rich People Live Longer” – Sales Impact: 91
Ritz – ”Ritz Island” – Sales Impact: 90
Pringles – "Pringleleo" – Sales Impact: 88
Toyota – “Superhero Belt” – Sales Impact: 88
Kinder Bueno – "Yes bueno" – Sales Impact: 86
Top 5 ads for consumers 36 and older:
Ring – "Be A Hero In Your Neighbourhood" – Sales Impact: 95
Hims & Hers – “Rich People Live Longer” – Sales Impact: 94
Budweiser – “American Icons” – Sales Impact: 92
Ro – “Healthier on Ro” – Sales Impact: 92
Raisin Bran – “Will Shat” – Sales Impact: 90
This early read is just a snapshot. Our full Super Bowl LX report will explore category benchmarks, creative themes, emotional drivers and what separates entertaining ads from effective ones — all grounded in consumer data.
If you’re covering Super Bowl advertising and want early access to deeper insights, download the full report when it launches.
Because in the biggest advertising moment of the year, attention is only half the battle. Impact is what wins.
