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News Winning Big Game Strategies that Made an Impact

For CMOs wondering whether a Big Game spot is worth it, the real takeaway isn’t just about going big—it’s about going smart. By leveraging multiple effectiveness measures, advertisers can ensure their investment drives both immediate buzz and long-term brand growth.

The Big Game is the ultimate stage for brands, but with ad costs hitting $8M per spot, the big question remains—was it worth it?

Brands invest in the game to drive awareness, reshape perception, or deepen loyalty. But what makes an ad truly successful? Some break through the noise (RAM), others expand appeal (Liquid Death), spark reflection (Rocket Mortgage), or evoke deep emotion (Google Gemini). True effectiveness lies in striking the right balance while staying true to brand objectives.

While opinions on the “winning” ad vary, data tells the real story. Using advanced measurement tools, we can go beyond subjective takes to assess which brands truly delivered. The following analysis evaluates key performance indicators to determine the most effective campaigns.

 

How do you Measure Greatness?

Effectiveness is not just about which ad was most entertaining—it’s about how well it delivered on its objectives. To assess this, we used multiple performance indicators:

  • Attention Grabbing: Measured via EDO and Hootsuite, tracking social media platforms, online posts, user-generated content, searches, website traffic, and interactions tied to the ad. This helps measure the level of buzz an ad creates, capturing both the interest and actions it sparks, far beyond just the initial view.
  • Likability: Based on USA TODAY Ad Meter and iSpot, which gauges consumer sentiment through crowdsourced voting, public reactions and opinions to assess overall impact and likability.
  • Brand Effectiveness: Evaluated by System1, using a Star Rating (long-term brand growth) and Spike Rating (short-term sales impact).
  • Industry Expert Reviews: Insights from Ad Age and Adweek, incorporating expert analysis, audience feedback, and tracked factors like creativity, emotional impact and alignment with brand messaging.

Now let’s look at brands that stood out when we applied our measures of effectiveness. We also analyzed their likely starting objectives—based on their core messaging and strategic approach—and assessed how effectively they achieved their goals.

GO BIG & BOLD Lean into the Power of Spectacle

Example: Ram – “Goldilocks and the Three Trucks”

  • Objective: Create an unforgettable, high-energy brand showcase that excites potential truck buyers with the range RAM offers to fit their lives.
  • Execution: An action-packed, visually stunning Goldilocks parody featuring Glen Powell.
  • Effectiveness: We might be biased since we helped make it, but the data doesn’t lie… Ranked #2 in engagement (EDO), #12 on iSpot, and drove 8.5x more attention than the average Big Game ad. It successfully blended entertainment with brand messaging, making it one of the most effective campaigns of the event.

EXPAND YOUR AUDIENCE Think Outside the Core

Example: Liquid Death – “Safe for Work”

  • Objective: Move beyond its niche hardcore fanbase and introduce the brand to a wider audience.
  • Execution: A provocative, attention-grabbing spot featuring professionals seemingly “drinking on the job,” only to reveal it is Liquid Death (canned water).
  • Effectiveness: Ranked #3 in engagement (EDO) but struggled with likability (#44 on Hootsuite, #53 on iSpot). The campaign successfully built awareness but faced challenges in broadening appeal.

MODERNIZE LEGACY BRANDS Reinvent an Icon

Example: Rocket Mortgage – “Own the Dream”

  • Objective: Reinforce the emotional appeal of homeownership and create a memorable, inspiring brand moment.
  • Execution: A heartfelt singalong to “Take Me Home, Country Roads,” seamlessly integrated into the in-game experience.
  • Effectiveness: Ranked #5 on iSpot and scored well on emotional resonance (System1: #18), but social buzz was limited (#54 on Hootsuite). The execution was strong for brand building but not as impactful for immediate engagement.

WIN THE ZEITGEIST Tap into Cultural Moments

Example: Michelob Ultra – “The ULTRA Hustle”

  • Objective: Leverage the exploding popularity of pickleball to reinforce Michelob Ultra’s positioning as the go-to beer for active social drinkers.
  • Execution: A humorous take on pickleball featuring A-list athletes and celebrities, with easter eggs for fans of the sport.
  • Effectiveness: Ranked #3 in likability (USA Ad Meter), #9 in engagement (EDO), and #16 on iSpot. It effectively captured attention and likability, making it a standout in terms of cultural relevance and connection.

ELEVATE EVERYDAY PRODUCTS Make a Commodity Craveable

Example: Hellmann’s – “When Sally Met Best Foods”

  • Objective: Transform mayonnaise from a mundane kitchen staple into a must-have ingredient.
  • Execution: A nostalgic, clever take on “When Harry Met Sally” that made mayo the star of the sandwich.
  • Effectiveness: Ranked #9 on USA Ad Meter, #13 on iSpot, and #12 on System1. The ad resonated with audiences, proving that even simple consumer goods can drive strong engagement with the right storytelling.

SHATTERING MYTHS WITH STORYTELLING Flip the Narrative

Example: Google Gemini – “Dream Job”

  • Objective: Challenge the belief that AI is impersonal and technical by showing its ability to create deeply personal, real-world impact.
  • Execution: A deeply emotional story about a father’s love for his daughter, using AI tools to help him find a job that translates his parenting skills into a new career.
  • Effectiveness: While the ad ranked #14 on USA Ad Meter, #41 on iSpot, and #46 on EDO, it excelled in emotional resonance—proving that AI isn’t just about efficiency, but about unlocking human potential. By flipping AI’s perception from cold and mechanical to personal and empowering, the campaign reinforced Google’s role in making technology feel accessible, essential and life-changing.

Big Game success isn’t just about crafting a great ad—it’s about having the right strategy and measurable impact. Brands that made the biggest impact in 2025 followed one (or more) of these key approaches:

  • Expand beyond the core audience to build new connections.
  • Modernize legacy brand assets to maintain relevance.
  • Tap into cultural conversations to ride the wave of existing trends.
  • Turn everyday products into something desirable through smart creative execution.
  • Flip the narrative on a commonly held belief to force reappraisal.
  • Deliver spectacle and energy to grab attention in a crowded ad break. 

 

Unlike years prior, there was no singular “winner” of this year’s ad showcase —because success isn’t about a single title or single ranking, it’s about impact. No ad dominated across every metric, nor should that be the goal. Instead of chasing buzz, winning brands define clear objectives and execute with precision. The real victory belongs to those who delivered on their intent, not just those who made the most noise.