Super Bowl ads have evoked many emotions \u2013 joy, sadness, empowerment, etc. \u2013 over the years. But sometimes, emotions about a specific ad are better captured by a single phrase: \u201cWTF?\u201d <\/p>\n\n\n\n
The declaration doesn\u2019t necessarily connote an ad that scored poorly with audiences. At times, it can mean uncertainty, confusion or just a certain randomness about an ad; which definitely aligns with numerous (some successful) Super Bowl spots. Since iSpot\u2019s Ace Metrix Creative Assessment<\/a> started measuring emotional impact back in 2014, 29% of all Super Bowl ads have evoked a WTF<\/strong> reaction from viewers to some extent. <\/p>\n\n\n\n Appropriately, WTF<\/strong> is a trending emotion ahead of this year\u2019s Super Bowl LVI, too \u2014with 80% of pre-releases and teasers resonating as such. The unconventional purpose of teasers (an ad for an ad) doesn\u2019t always translate into success on brand building or demand-generating metrics and isn\u2019t always an indicator of in-game performance. <\/p>\n\n\n\n That said, a lot of the same pre-release creatives that trigger WTF responses also generate Curiosity<\/strong> with viewers wanting to see how things play out during the game. In fact, 63% of this year\u2019s pre-releases and teasers have scored on Curiosity<\/strong> as well. Tops among those was the GM ad below, but right behind it was fellow automaker Nissan, for its \u201cThrill Driver<\/a>\u201d spot (which was also second among pre-releases for likeability).<\/p>\n\n\n\n But which ads have scored highest on WTF<\/strong> so far? iSpot\u2019s Creative Assessment survey data tells the story of exactly what the f\u2014 is going on with Super Bowl teasers this year, as many lean into building excitement (and questions) around the official Big Game ads.<\/p>\n\n\n\n Top Pre-Release Super Bowl Ads by \u201cWTF\u201d Score<\/strong><\/p>\n\n\n\n GM: The Second Banana<\/strong><\/p>\n\n\n\n