From KFC to Budweiser, the Super Bowl was just the beginning
Competition for consumers’ hearts and minds was fierce in February. From the Super Bowl to the Olympics, advertisers spent billions of dollars for the exclusive opportunity to connect their brand with these iconic moments.
See the full list of February’s breakthrough ads here.
We’ve compiled the list of February’s top performers using our Brand Effect data to reveal just what made each spot a hit with audiences. Because whether it’s extending a Super Bowl moment or leaning on a beloved brand character, the top ads showed that iconic brand assets can do heavy lifting, proof points are key to building trust, and great creative doesn’t stop at the final whistle.
Extending Super Bowl ad performance beyond the game
Lays, Budweiser, and T-Mobile all treated the Super Bowl as a launchpad, driving value from their investments long after the trophy was lifted. Budweiser appeared on both the linear and CTV lists this month. On linear, their “American Icons” spot — anchored by iconic Clydesdales, “Free Bird,” and patriotism — achieved 25 percentage points above the norm. On CTV, their follow-up ad “Keg” extended the Super Bowl wedding storyline with Peyton Manning, Post Malone, Shane Gillis, and a runaway keg tumbling downhill while Whitney Houston’s “I Will Always Love You” played in the background. It’s funny, it’s packed with celebrity, and it rewards viewers who already saw the original.
Lay’s did the same on linear, extending their Super Bowl success with “The Lay’s Challenge” and landing at number two with 29 percentage points above the norm. T-Mobile brought the Backstreet Boys back on CTV, turning a Super Bowl moment into a month-long campaign with humor, music, and a clear call to action.
Brands achieve ad breakthrough with iconic brand assets
Colonel Sanders, the Starbucks cup, Budweiser’s Clydesdales, and well-crafted shots of recognizable products like Tide, Gain, and Kraft Macaroni & Cheese all helped these brands break through in February.
As one of the great brand characters in American advertising, KFC’s Colonel Sanders appeared with strong product shots and a feel-good music track for a result that works on every level: rational, emotional, sensory. Their “Wings Always Win” was the number one ad on linear TV, achieving 38 percentage points more than the norm. It also appeared at number seven on the CTV list — proof that great creative doesn’t just perform on one screen. It travels.
Progressive tapped its familiar and humorous therapist, Dr. Rick, and landed at #10 on the linear list, 21 points above the benchmark. The long-running campaign delivers a punchline that everyone knows is coming yet still resonates deeply.
Meanwhile, Starbucks gave its iconic cup a starring role, Kraft Macaroni and Cheese envisioned an Olympic medal through its blue and gold brand colors, and laundry powerhouses Tide and Gain proved that strong product shots are a CPG-secret-sauce.
Proof points build trust with consumers
Marketers are great at proclaiming to be the best, but consumers are (rightly) skeptical. They expect brands to back up their claims with clear proof, whether through guarantees, tests, or market performance. This month several advertisers demonstrated the value proof points offer in creating ads that work.
“The Lay’s Challenge” turned a brand claim into a brand dare. The 72-hour delivery guarantee tied proof directly to its freshness story.
Tide’s “Tide Boosted Test” framed the ad as a real-world stain challenge — a mom, a school uniform, and some genuinely intense stains. Calling it a “test” signals confidence in the product and gives the viewer a reason to believe.
Finally, Ford’s “49 Years and Counting,” was number 6 on the CTV list with 17 points above the norm, It leaned on one of the most powerful proof points in automotive advertising: 49 consecutive years as America’s best-selling truck.
Winning strategies to drive ad performance
The advertisers that built February’s top ads used creative strategies that earn consumers’ trust, attention, and memory. It’s clear proof that when brands understand the value of their assets, the history of their ad performance, and how to resonate with their consumers, they have the winning formula to drive ad campaign success.
Ads measured by MarketCast Brand Effect
Backed by real-time data from MarketCast’s Brand Effect measurement solution, these standout ads earned top marks for breakthrough, brand linkage, and message communication — the core ingredients that separate good ads from great ones.
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