Breaking and Entering Advertising Podcast #525 - The Post-Game Super Bowl Advertising Podcast
Feb 10, 2026
Brian Bonilla, Ad Age reporter on agency dynamics. Tim Nudd, Ad Age creativity editor and Super Bowl ad critic. John Evans, System1 chief customer officer who measures emotional ad effectiveness. They break down high-scoring spots, why familiar brand assets win, AI ad performance, standout creative choices, and the widening gap between polished incumbents and risky newcomers.
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Episode notes
Emotion Predicts Advertising Success
- People feel more than they think, and emotion drives memory and buying decisions.
- System1's star rating predicts ad effectiveness by measuring positive emotional response.
Pepsi 'Stole' Coke's Bear
- Pepsi used Coke's polar bear in a subversive way and scored in System1's top 10.
- John Evans called the move 'utter genius' for making viewers feel good about Pepsi.
Familiar Devices Amplify Ads
- Familiar brand devices (characters, jingles, straplines) boost positive response and memory.
- Consistent use of these fluent devices increases ad effectiveness over time.
