The ads of Super Bowl LVII: What we learned about the art of ad-making

This article looks at what factors contributed to the success of the top-performing Super Bowl LVII ads, and what marketers can expect to see more of in the future from ads in the big game.

Each year, the Super Bowl gives brands a unique opportunity to capture the nation’s attention and demonstrate their creative prowess, typically in 30 to 60 seconds. This year was no exception, and with TV ads costing a cool $7 million for a half-minute slot – that’s $233,000 a second – coupled with the growing impact of social media as an advertising platform, there was more pressure on brands to cut through and inspire their audiences than ever before.

So, how did they do?

System1’s annual analysis of Super Bowl advertising, which measures viewers’ emotional responses, can help answer that question...

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