Brands can take a variety of approaches to the Super Bowl with the goal of producing memorable creative. In recent years, \u201cempowering\u201d ads have been on the rise during the big game — a trend that is likely to continue in 2021 given how the tone of spots shifted throughout last year. These ads typically focus on brand building through purpose-driven messages that resonate with consumers\u2019 shared values.<\/p>\n\n\n\n
Using data from Ace Metrix Creative Assessment<\/a> (now a product of iSpot), we found that audiences perceived just 2% of Super Bowl spots to be \u201cempowering\u201d back in 2010, yet that number has climbed in the time since. The last three Super Bowls have seen between 24 and 25% of ads scoring on Empower. But which ads were the most<\/em> empowering?<\/p>\n\n\n\n Interestingly, it was automotive ads that made up many of the most empowering spots. Some examples:<\/p>\n\n\n\n Chevrolet: \u201c<\/strong>Life<\/strong><\/a>\u201d (2014)<\/strong><\/p>\n\n\n\n