The WARC Podcast Super Bowl 2026: the ads that won
4 snips
Feb 10, 2026 Vanessa Chin, Senior VP of Marketing at System 1, shares data-driven takes on which Super Bowl ads scored in testing. Chris Barth, Principal Strategist at LIONS Advisory, breaks down creative strategy and why safer, brand-aligned spots dominated. They discuss standout work like Pepsi and Novartis, why AI and tech creative struggled, and how emotional, repeatable storytelling wins big.
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Standouts: Novartis, NFL, Budweiser
- Novartis’ 'Relax Your Tight End' communicated a clear message in an entertaining way and stood out.
- The NFL and Budweiser spots delivered emotional storytelling that resonated broadly.
AI Ads Lacked Clarity
- Many AI and tech ads tried to say too much and ended up saying too little.
- Viewers often couldn't recall which AI brands had advertised despite heavy presence in the game.
Human Stories Win
- Human, simple stories that slot product benefits naturally scored best during and outside the game.
- Avoid fear-driven tech narratives; relatable acts of helping resonated more strongly.