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Among the many winners of the Super Bowl—The Chiefs, Andy Reid’s legacy, Punxsutawney Phil—was Microsoft’s “Be the One” ad featuring San Francisco 49ers coach Katie Sowers.
Even though Sowers won’t get a ring this year, the ad was rated as the most “emotionally effective” commercial of the Super Bowl, according to System1, a predictive marketing firm based out of London.
System1 surveyed 11,250 people across the United States in real time, measuring how viewers responded to each commercial based on seven human emotions ranging from fear, surprise and happiness.
The firm asked viewers to choose which emotions each ad triggered and how strongly it resonated.
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