This article was based on the interview with Nataly Kelly from Zappi by Greg Kihlström, AI and MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
In the competitive arena of Super Bowl advertising, where brands vie for consumer attention and engagement in a matter of seconds, the ability to evoke emotion has emerged as a critical factor in determining the success of an ad. As highlighted in a recent podcast discussion, emotional resonance not only captures viewers’ attention but also influences their purchasing decisions. This article explores the significance of emotional appeal in advertising, drawing on insights from the podcast regarding the effectiveness of various Super Bowl ads from Zappi’s 2025 Super Bowl Ad Success Report.
The podcast emphasizes how ads that connect on an emotional level tend to perform better in terms of consumer engagement and brand perception. For example, the Nerds ad titled “Unleash Your Senses” was noted for its vibrant portrayal of New Orleans, featuring Shaboozie, a popular singer, alongside the brand’s whimsical mascot. This ad scored exceptionally well on emotional metrics, achieving a 67 in emotional response—well above the category norm of 56. The ad’s ability to evoke joy and nostalgia not only resonated with viewers but also contributed significantly to its overall success. The high score on the ‘love’ metric, at 40% compared to the norm of 28%, further illustrates the ad’s effectiveness in fostering a positive emotional connection with its audience.
Conversely, the podcast also discusses the controversial ad from Hims and Hers, which garnered mixed reactions. While some viewers criticized the ad for its perceived false promises, it performed remarkably well among its target demographic. This dichotomy highlights an essential truth in advertising: the success of an ad is often contingent upon its resonance with the intended audience rather than the general public’s opinion. The ad’s strong performance indicates that it struck a chord with potential customers, demonstrating that emotional resonance can be a double-edged sword—what may seem off-putting to some can be compelling to others.
The podcast further underscores the importance of understanding the target audience when evaluating ad effectiveness. Brands must navigate a complex landscape of demographics, preferences, and emotional triggers to craft messages that resonate. The commentary suggests that marketers should prioritize consumer sentiment over personal biases, as the ultimate goal is to drive purchasing behavior. This perspective reinforces the idea that emotional appeal is not merely a marketing tactic but a fundamental component of consumer engagement.
In addition to emotional resonance, the podcast highlights the necessity of a strategic approach to Super Bowl advertising. Pre-game research, real-time engagement, and post-game evaluation are critical elements that brands must incorporate to maximize the impact of their ads. By leveraging insights from tools like Zappi, marketers can better understand consumer reactions and adapt their strategies accordingly. This agility is crucial in a landscape where consumer preferences are continually evolving, driven by advancements in digital media and shifting cultural dynamics.
The landscape of Super Bowl advertising is complex and ever-evolving. Brands must adopt a strategic approach that encompasses pre-game research, real-time engagement, and post-game evaluation to navigate this competitive environment successfully. By leveraging insights from tools like Zappi and maintaining agility in their marketing strategies, companies can ensure that their Super Bowl ads not only entertain but also deliver meaningful results. As consumer behaviors continue to shift with advancements in digital media, the need for strategic planning in advertising has never been more critical. Ultimately, emotional resonance remains a cornerstone of ad success, influencing not just viewer engagement but also brand loyalty and purchasing decisions.
