The game may have had its highs and lows, but let’s be real, the real MVPs of the night were the ads. Once again, brands battled it out for the ultimate prize: your attention. And just like every year, we’re here to break down which commercials truly scored using the power of psychology-driven marketing.
Welcome to Intermark’s annual Super Bowl Psych Awards, where we trade the game-day jerseys for lab coats and analyze the ads through the lens of human behavior. What made you laugh? What made you tear up? What made you stop mid-chip-bite and say, “Wait…what just happened?”
This year’s contenders didn’t just throw Hail Marys with big budgets and celebrity cameos, they tapped into deep psychological principles to make an impact. Which brands executed the best plays? Which fumbled the opportunity? Time to find out!
Category #1: Best Use of Cognitive Disruption
Our first category celebrates ads that shatter the mundane and captivate viewers by presenting the unexpected. These brands successfully leveraged Cognitive Disruption to deactivate consumers’ autopilot, ensuring their messages stood out amidst the Super Bowl frenzy.
Our nominees for Best Use of Cognitive Disruption are:
- Mountain Dew, “Kiss from a Lime“
- Instacart, “We’re Here“
- Ram Trucks, “Goldilocks and the Three Trucks”
And coming in at number 1 is… Mountain Dew with Kiss from a Lime!
Cognitive Disruption is all about taking something familiar and turning it on its head, and Mountain Dew nailed it. By blending a dramatic, over-the-top power ballad with an absurd twist (a literal lime stealing the show in a “Kiss from a Rose” parody), this ad was impossible to ignore. The unexpected humor, combined with a surreal yet oddly nostalgic execution, kept viewers hooked and ensured the brand left a lasting impression. With its unpredictable energy and bold creativity, Kiss from a Lime proved that, sometimes, the best way to stand out is to get a little weird.
Category #2: Best Use of Emotional Appeal
Emotion is one of the most powerful tools in a marketer’s arsenal. Ads that tap into deep feelings, whether nostalgia, joy, or heartfelt connection, leave a lasting impression on viewers. This year, the following brands mastered the art of emotional storytelling, drawing audiences in with compelling narratives that resonated long after the final whistle.
Our nominees for Best Use of Emotional Appeal are:
- Budweiser, “First Delivery“
- Stella Artois, “David & Dave: The Other David“
- Lay’s, “The Little Farmer“
And the winner is… Lay’s, “The Little Farmer”!
Few ads this year packed as much heart as The Little Farmer. By combining a poignant coming-of-age story with stunning visuals and a genuine sense of warmth, Lay’s delivered a spot that not only promoted its product but also celebrated the values of perseverance, family, and connection. This beautifully crafted narrative resonated with audiences, making it the standout winner in emotional appeal.
Category #3: Best Use of Cultural Framing
Some ads don’t just entertain; they tap into cultural trends that are already taking off, making the brand feel timely, relevant, and in sync with what’s happening in the world. By aligning with movements, sports, or social shifts, these brands create an instant connection with audiences who are already engaged in these cultural moments.
Our nominees for Best Use of Cultural Framing are:
- Michelob Ultra, “The ULTRA Hustle“
- Dunkin’, “DunKings 2“
- DoorDash, “DashPass Math”
And the winner is… Michelob Ultra, “Pickleball Hustlers”!
Michelob Ultra hit the perfect cultural sweet spot, embracing the meteoric rise of pickleball with humor, celebrity appeal, and an unmistakably fun, social energy. The ad didn’t just acknowledge a trend, it made Michelob Ultra feel like an integral part of it, reinforcing the brand’s connection to active lifestyles and modern sports culture.
So, there you have it, another Super Bowl in the books and another round of ads that kept us entertained, laughing, and maybe even reaching for a tissue. From Cognitive Disruption that left us scratching our heads in delight to heartwarming narratives that made us believe in the power of storytelling, these brands showed us that the real magic happens when psychology and creativity collide. Until next time!
