Ace Metrix analyzed the 263 TV ads that have run during the last five Super Bowls, scoring each spot based on watchability and persuasion feedback from 500 American consumers.
Here are the best and worst Big Game commercials from the last half-decade, according to the New York researcher's Ace Score system, which grades brands from zero to 950. While Budweiser and Doritos show a streak bordering on dominance, a tech player's ad registered higher than any other in the last five years with a score of 710. Meanwhile, an underwear brand got the worst score.
So take a stroll down memory lane, and consider what kind of work may win during Sunday's game.
The Best: Budweiser's "Fence"
Ace Score: 626
The Worst: GoDaddy's "Spa" spot with Danica Patrick
Ace Score: 365
The Best: Doritos' "Pug Attack"
Ace Score: 662
The Worst: Stella Artois' "Crying Jean"
Ace Score: 429
The Best: Doritos' "Slingbaby"
Ace Score: 671
The Worst: Bud Light's "Welcome to Halftime"
Ace Score: 396
The Best: Budweiser's "Brotherhood"
Ace Score: 665
The Worst: Calvin Klein's "Concept"
Ace Score: 362 (the lowest score since 2010)
The Best: Microsoft's "Empowering"
Ace Score: 710 (the highest score since 2010)
The Worst: GoDaddy's "Bodybuilder"
Ace Score: 432