System1 ranks top Big Game ads of the 2020s

System1 has published its American Football Big Game Hall of Fame, ranking the most effective ads of the 2020s based on consumer emotional response data, and outlining the creative principles that drive long-term brand growth on advertising’s biggest stage.

The analysis draws on testing of 425 Big Game ads, measured through responses from more than 60,000 people. Using emotional metrics, System1 assesses both long-term growth potential and short-term sales impact, positioning the Hall of Fame as a benchmark for creative effectiveness.

How System1 measures effectiveness

System1 tests every Big Game ad using its Test Your Ad Competitive Edge platform. The approach predicts long-term growth potential through its Star Rating and short-term sales potential through its Spike Rating, based on emotional response, intensity of feeling and speed and accuracy of brand recognition.

According to the data, Big Game ads in 2025 averaged 3.0 Stars out of a maximum 5.9 Stars, outperforming the 2.3-Star average across all US advertising. Top-performing Big Game ads from the past six years significantly exceeded this level, achieving an average of 5.2 Stars, classified as exceptional long-term growth potential.

Top-ranked Big Game ads of the 2020s

System1 ranked the strongest-performing ads by Star Rating, using Spike Rating as a tie-breaker. Lay’s led the list with Little Farmer from 2025, achieving the highest possible score of 5.9 Stars.

The top ten ads of the decade are:

Lay’s, Little Farmer (2025) — 5.9 Stars

NFL, Somebody It Takes All of Us (2025) — 5.6 Stars

Huggies, Welcome to the World, Baby (2021) — 5.4 Stars

Disney, Disney100 Special Look (2023) — 5.3 Stars

Jeep, Groundhog Day (2020) — 5.2 Stars

WeatherTech, Whatever Comes Your Way (2025) — 5.2 Stars

Doritos, Cool Ranch (2020) — 5.1 Stars

Samuel Adams, Boston Dynamics (2022) — 4.9 Stars

Doritos, Push It (2022) — 4.9 Stars

NFL, Flag 50 (2025) — 4.9 Stars

Creative themes behind top performers

Across the highest-ranked ads, System1 identified consistent creative patterns linked to effectiveness. Storytelling emerged as a central driver, with narratives that include clear structure, character interaction and emotional resolution.

Humour also played a major role. Amusement proved to be one of the strongest emotional drivers of effectiveness, with exaggerated or unexpected scenarios helping brands capture attention and generate positive feeling.

The analysis also highlights the importance of distinctive brand assets. In 2025, average brand recall across Big Game ads stood at 79 percent, meaning one in five viewers could not confidently identify the advertiser. Ads that leaned into familiar characters, sonic cues or visual identity performed more strongly over time.

Cultural references further boosted effectiveness when they aligned clearly with the brand. Ads from the NFL, Jeep and Doritos drew on widely recognised film and music references, using nostalgia to generate positive emotion while keeping the brand central to the story.

Rethinking celebrity use

System1’s findings challenge the assumption that celebrity appearances are essential. Many of the highest-rated ads featured no celebrities, instead relying on narrative strength and emotional impact. Where celebrities did appear, effectiveness was strongest when they were used consistently over time.

Jon Evans, Chief Customer Officer at System1: "The Big Game often brings some of the year’s most entertaining, funny and memorable creative. Brands that apply the learnings around storytelling, humour, distinctive assets and cultural references will not only have an ad deserving of the Hall of Fame but one that can support sales and profit gain in the months and years following game night."

www.system1group.com

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