With Super Bowl LX on the horizon, brands are once again gearing up for the biggest advertising moment of the year. But before we look ahead to the Big Game, let’s take a look back at some of the advertising moments that shaped the Big Game in the past.
We’re breaking down the top-performing Super Bowl ads from the past five years, using data from MarketCast’s Super Bowl Ad Impact Report to spotlight the creative winners from each game, what they got right, and the moments that stuck with viewers long after the final whistle. Together, these standout ads offer a playbook of proven strategies and storytelling lessons as advertisers gear up for the next Big Game.
Super Bowl LIX (2025)
Lay’s struck an emotional chord with The Little Farmer, a heartfelt tribute to America’s family farms. Centered on a young girl growing her own potato destined for Lay’s chips, the ad kept things simple, authentic, and deeply human. That focused storytelling paid off, driving strong memorability, likeability, and a meaningful emotional connection with viewers.
Super Bowl LVIII (2024)
State Farm went big and funny during Super Bowl LVIII. Featuring Arnold Schwarzenegger playfully mispronouncing “neighbor” in the brand’s iconic tagline, the ad leaned into humor, star power, and familiar brand cues, including Jake from State Farm. The result was a highly engaging spot that entertained viewers while keeping the brand front and center.
Super Bowl LVII (2023)
The Farmer’s Dog delivered one of the most emotional ads of Super Bowl LVII with Forever. The spot captured the lifelong bond between people and their dogs, taking viewers on a relatable, heartfelt journey. Clear messaging and emotional storytelling helped bring consumers closer to the brand while lifting impressions, consideration, and intent (and making a few of us ugly-cry in the process).
Super Bowl LVI (2022)
Two fan-favorite snack brands joined forces for Super Bowl LVI’s top ad. To promote Flamin’ Hot Doritos and Cheetos, Frito-Lay put a playful spin on Salt-N-Pepa’s “Push It,” with Charlie Puth beatboxing alongside Megan Thee Stallion. The quirky, animal-filled execution blended nostalgia, humor, and strong branding, driving breakthrough, brand linkage, and broad appeal. Oh baby, baby.
Super Bowl LV (2021)
Amazon turned heads in Super Bowl LV by imagining Michael B. Jordan as the physical embodiment of Alexa. The clever concept paired lighthearted humor with a major celebrity moment, all while keeping Alexa firmly at the center of the story. Consistent branding and a simple, memorable idea helped make this spot both well-liked and easy to recall.
So what does it take to make a winning Super Bowl ad? These standout spots all followed the same proven formula: a simple, focused premise, an emotional hook that made viewers feel something through humor, heart, or nostalgia, and clear, consistent branding throughout. By striking the right balance between storytelling and brand presence, these ads didn’t just entertain on game day. They stuck with audiences long after the final play and the confetti dropped.
As brands look ahead to Super Bowl LX, understanding what drives real impact matters more than ever. Reach out to learn more about MarketCast’s Super Bowl LX Ad Impact Report and how we measure what truly resonates with audiences.