Super Bowl 2017: The Full Rankings

Humor and light-hearted entertainment were winning appraoches among this years crop of commercials - a trend we've seen across the past few Super Bowls. At the very top it was a dead heat between Mr Clean and Skittles. The emotion data showed that direct humour was the most effective method for engaging a general population audience. 

 

Position	Brand	Ad	%	Score
=1	Mr. Clean	Cleaner Of Your Dreams	98	10
=1	Skittles	Romance	98	10
3	Buick	Big Game Cam Newton	94	9
4	Bai	ft. J.Timberlake & C.Walken	94	9
=5	Wonderful Pistachios	Ernie Gets Physical	93	9
=5	Paramount Pictures	Baywatch	93	9
7	KIA	Hero's Journey	92	9
=8	Ford	Go Further	91	9
=8	Honda	Yearbooks	91	9
=8	Busch	“BUSCHHHHH”	91	9
=8	King's Hawaiian	False Cabinet	91	9
12th	Hyundai	A Better Super Bowl NFL	90	9
=13	Bud Light	Ghost Spuds	89	9
=13	National Geographic	Genius	89	9
=13	T-Mobile	#BagofUnlimited	89	9
16th	Mercedes	Easy Driver	87	9
=17	Tide	Super Bowl ft Terry Bradshaw	85	8
=17	Intel	Brady Everyday	85	8
=17	Snickers	A Live Super Bowl Commercial	85	8
=20	Fox	Master Chef Junior	84	8
=20	Audi	Daughter	84	8
=20	Fast & Furious	The Fate of the Furious	84	8
=23	AMC	The Walking Dead - Football is Over	80	8
=23	Yellow Tail Wine	Pet My Roo	80	8
=25	T-Mobile	#NSFWireless	78	8
=25	Sprint	Extreme Measures	78	8
=25	Buffalo Wild Wings	The Conspiracy Brett Favre	78	8
=25	Persil® ProClean®	Science of Clean: 10 Dimensions	78	8
=29	Mercedes-Benz	Built to be Wild	76	7
=29	TurboTax	Humpty Hospital	76	7
=31	It's A 10 Hair Care	Super Bowl Commercial	75	7
=31	Sprite	As Seen on TV Sprite :30	75	7
=33	World of Tanks	Teensy House Buyers	74	7
=33	Squarespace	Calling JohnMalkovich.com	74	7
=33	Tide	Tide	74	7
36	T-Mobile	UnlimitedMoves	72	7
37	World of Tanks	Real Awful Moms	71	7
38	Wendy’s	Cold Storage	70	7
=39	Febreze	Halftime Bathroom Break	69	7
=39	Disney	Pirates of the Caribbean: Dead Men Tell No Tales	69	7
41st	Wix.com	Jason Statham & Gal Gadot	68	7
=42	Avocados From Mexico	Secret Society	66	7
=42	Wealthsimple	Mad World	66	7
=44	Mobile Strike	Arnold's One Liners	65	7
=44	20th Century Fox	A Cure For Wellness	65	7
46th	Bud Light	Between Friends	64	6
47th	T-Mobile	Super Bowl	64	6
=48	Paramount Pictures	Transformers: The Last Knight	63	6
=48	Netflix	Stranger Things 2	63	6
=48	XFINITY	Everyday Awesome	63	6
51	Go Daddy	The Internet Wants You	62	6
52	Tiffany & Co.	Introducing Lady Gaga for Tiffany HardWear	60	6
=53	NFL	Inside These Lines	59	6
=53	Muuna Cottage Cheese	The New Way to Cottage	59	6
=55	Top Games	The Battle of Evony	58	6
=55	Samsung	24 Legacy	58	6
=57	KFC	Georgia Gold	57	6
=57	Google Home	Home by you. Help by Google	57	6
=57	WeatherTech	Tech Team Super Bowl® Commercial	57	6
=60	Fiji Water	Nature's Gift	55	6
=60	FOX Sports	Happy #DaytonaDay!	55	6
=62	Paramount Pictures	Ghost in the Shell	53	6
=62	Coca-Cola	Love Story	53	6
64th	Turkish Airlines	Morgan Freeman	51	6
65th	Alfa Romeo	Dear Predictable	50	6
=66	Michelob ULTRA	Our Bar	47	5
=66	Alfa Romeo	Super Bowl	47	5
=66	Fox	What Is Love? Cookie Don't Hurt Me	47	5
69th	Fox	Let The High-Octane Thrills Begin	44	5
=70	Sony Pictures	LIFE	43	5
=70	AIP	Power Past Impossible	43	5
=70	LIFEWTR	Inspiration Drops	43	5
73	Alfa Romeo	Chrysler	42	5
=74	84 Lumber	The Journey Begins	40	5
=74	20th Century Fox	Logan:"Grace" #SB51	40	5
76th	Nintendo	Switch	38	5
77th	Hulu	Official Promo My Name is Offred	37	5
=78	Budweiser	Born The Hard Way	36	5
=78	H&R Block with IBM	Future	36	5
=80	Fox	Crime fighting Will Never Be The Same	35	5
=80	Air BnB	We Accept	35	4
82	Lexus	Man and Machine	30	4
83	Coca-Cola	It's Beautiful	21	3
84	Michelin	I Need You	18	3

These rankings are based on individual adverts’ EmotionAll® scores – a 1 to 10 performance score which compares videos’ emotional performance across our entire database of over 8000+ previously-tested campaigns. This EmotionAll score can be segmented by age or gender as well. We analysed the results to draw out insights as to what made our top ads so successful – and where other ads failed.