BusinessWire
In a year when AI messaging dominated the Big Game ad lineup, System1’s latest data suggests viewers wanted something far more old‑school: heart.
According to new findings from System1’s Test Your Ad Competitive Edge platform—the world’s largest database of emotional advertising norms—ads centered on human storytelling and cultural resonance outperformed tech‑forward narratives by a wide margin. While 18 % of this year’s Big Game spots featured AI messaging, those ads averaged just 2.1 Stars on System1’s effectiveness scale.
By contrast, the night’s top performers leaned into warmth, nostalgia, humor, and brand consistency. Leading the pack were the NFL’s “You Are Special” (5.9 Stars) and “Champion” (5.7 Stars), followed closely by Budweiser’s “American Icon” (5.6 Stars), Universal Orlando Resort’s “Lil’ Bro” (5.3 Stars), and Michelob ULTRA’s “The ULTRA Instructor” (5.1 Stars).
The Data Behind the Drama
System1’s platform measures consumer emotional responses to more than 100,000 ads, assigning scores from 1.0 to 5.9 Stars based on predicted long‑term brand‑building potential. Ads that trigger intense, positive emotions—happiness, surprise, warmth—score highest.
This year’s Big Game ads averaged 2.7 Stars overall, down from 3.0 in 2025. That’s still above the 2.4‑Star average for all U.S. ads, but the dip signals a creative reset may be needed.
Despite the overall softness, a record number of 5‑Star ads emerged—almost all from returning advertisers. In other words, brands that treat the Big Game as a long‑term investment, not a one‑off spectacle, are reaping the rewards.
AI Messaging Struggles to Connect
The most notable subplot of the night? How AI brands would pitch their use case to a mass audience.
The result, according to System1: underwhelming emotional impact. Many leaned heavily on product capability without grounding the message in narrative, character, or emotional payoff.
Jon Evans, Chief Customer Officer at System1 and host of the Uncensored CMO podcast, noted that many of the AI‑driven ads lacked a relatable protagonist or clear target audience. In short, they demonstrated functionality but forgot the feeling.
One exception made the top 10: Ring’s “Search Party from Ring.” The ad used AI to locate lost pets—a distinctly human use case that reframed technology as a means to emotional resolution rather than technical prowess.
Human Stories Still Win
Across the top‑ranked ads, a clear pattern emerged: human, heartfelt storytelling resonated most.
The NFL’s recreation of a classic Mr. Rogers song struck a nostalgic chord. Budweiser doubled down on its Clydesdales, reinforcing decades of brand equity. Universal Orlando Resort told a family‑centric story, while Michelob ULTRA continued its sports‑meets‑balance positioning.
Seven of the top 10 ads didn’t rely on celebrity appearances, even though 59 % of all commercials featured stars—often multiple. The data suggests that while celebrity casting may generate short‑term buzz, it’s not a substitute for narrative strength.
For CPG brands, this wasn’t their first rodeo. Pepsi revived the Pepsi Challenge in a culturally savvy twist, Hellmann’s leaned into surreal humor with “Meal Diamond,” and Red Bull returned to its signature hand‑drawn animation style.
What This Means for Advertisers
For marketers navigating an AI‑saturated landscape, System1’s findings offer a reality check. Yes, AI is reshaping media buying, targeting, and personalization. But when it comes to creative effectiveness—especially on advertising’s biggest stage—human emotion remains the differentiator.
The broader implication for AdTech and MarTech players is clear: performance optimization and technological innovation can’t compensate for weak storytelling. As AI‑generated content becomes more prevalent, emotionally distinctive creative may become even more valuable as a competitive edge.
CPG brands appear to understand this dynamic best. They consistently return to the Big Game armed with proven effectiveness principles: real people, humor, clear narratives, and strong brand codes.
In a year dominated by AI headlines, the ads that won were the ones that felt unmistakably human.
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