This paper examines the five top-rated commercials from Super Bowl XLIX as ranked by the USA Today Ad Meter, a panel of nearly 7,000 viewers across diverse demographics. The analysis covers Budweiser's "Lost Dog" (8.1 rating), Always' "Like a Girl" (7.10 rating), Fiat's "Blue Pill" (6.87 rating), Microsoft's "Braylon" (6.74 rating), and Doritos' "Middle Seat" (6.71 rating). Each ad employed distinct storytelling strategies—from emotional narratives and social messaging to humor and product integration—to capture audience attention during one of television's most-watched sporting events.
The data presented here comes from the USA Today Ad Meter from the 2015 Super Bowl. Since 1989, USA Today has invited ad enthusiasts to rank every commercial broadcast during the big game. All ads are evaluated on a scale of 1 to 10, with 1 representing the lowest score and 10 the highest. The voting panel comprised nearly 7,000 panelists representing diverse ages, states, incomes, and genders, ensuring a broad cross-section of the viewing audience. During Super Bowl XLIX, sixty-one commercials aired in total. The top five ranked ads were Budweiser's "Lost Dog," Always' "Like a Girl," Fiat's "Blue Pill," Microsoft's "Braylon," and Doritos' "Middle Seat." Each commercial employed distinctive creative strategies and messaging approaches that resonated with the diverse audience.
Budweiser's "Lost Dog" aired during the second quarter of Super Bowl XLIX and claimed the number one position with an average rating of 8.1. The commercial tells the story of a puppy who wanders off and becomes separated from his owner. Scenes show the owner posting flyers throughout the town in search of the lost dog, while Budweiser's iconic Clydesdale horses display visible sadness over the puppy's absence. The narrative reaches a critical moment when the puppy finds his way home but encounters a pack of wolves threatening his final yards to safety. At this climactic moment, the Clydesdales hear the puppy's distressed barks and rush to his rescue, chasing away the wolves. The commercial concludes with an emotional reunion: the puppy runs toward his owner while the family of horses follows closely behind. This touching narrative of loyalty, rescue, and homecoming struck a powerful chord with viewers, earning it the highest rating among all Super Bowl XLIX commercials.
Always' "Like a Girl" placed second overall with an average rating of 7.10 and aired during halftime. The ad opens with a director asking various people to perform everyday activities "like a girl"—running, throwing, and fighting. When the director asks a young boy whether he felt he insulted his sister with this phrasing, he hesitates and responds, "No, not my sister, but other girls, yes." The commercial then shifts to show young girls performing the same actions, and notably, they do not match the stereotypical depictions shown earlier. The ad concludes with an empowering message: "Let's make #Likeagirl mean amazing things" displayed in capital letters alongside a hashtag designed to spark a viral movement redefining what "like a girl" truly means. By directly challenging gender stereotypes and inviting viewers to participate in social change through a hashtag campaign, Always created a commercial that succeeded both as entertainment and as a vehicle for social messaging.
Fiat's "Blue Pill" aired during the second quarter and ranked third with an average rating of 6.87. The commercial features an older couple in an intimate setting. When the man realizes what is about to occur, he rushes to the bathroom to take "the" blue pill to assist with the occasion. His attempt to swallow the pill fails when it escapes his grasp and flies out the window. He watches in dismay as the pill tumbles through the city. Unbeknownst to him, the pill lands in the gas tank of a small two-door Fiat. When the car's owner starts the engine, the vehicle magically transforms into a larger four-door model. The commercial uses physical comedy and pharmaceutical innuendo to deliver its message about the car's performance-enhancing capabilities. While some viewers questioned whether the ad's subject matter was in good taste, it succeeded in generating attention and achieving a respectable ranking through humor and surprise.
"True story of prosthetics technology enabling athletic achievement"
"Airplane social engineering using snack food as social currency"
Super Bowl advertising represents one of television's most high-stakes creative endeavors, with brands investing substantial resources to capture the attention of millions of viewers. The five commercials ranked highest by the USA Today Ad Meter panel demonstrate that audiences respond to diverse advertising approaches. Some viewers connected with Budweiser's emotional narrative about loyalty and rescue, while others appreciated Always' social commentary on gender stereotypes or Microsoft's inspirational true story. Fiat and Doritos succeeded through humor and surprise, showing that entertainment value drives commercial success. Not every advertisement must deliver a serious message; lighthearted and joyful content has legitimate appeal. While some may question whether certain ads maintain appropriate taste—the Fiat commercial being a notable example—audience engagement metrics reveal that humor and boldness can generate the attention and positive reception that brands seek. Understanding what makes these five commercials effective provides insight into broader principles of marketing, storytelling, and audience psychology.
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