Chris Barth
Principal Strategist at LIONS Advisory and advertising strategist offering insights on creative strategy, brand positioning and Super Bowl advertising effectiveness.
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Feb 10, 2026 • 33min
Super Bowl 2026: the ads that won
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.
