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Stay on top of emerging Big Game ad trends as they unfold in our <\/em>Super Bowl 2024 Ad Center<\/em><\/a>, which features the latest teasers and pre-releases.\u00a0<\/em><\/p>\n\n\n\n Kawasaki launched its first-ever Super Bowl campaign recently, and its playful ode to the mullet is number one with a bullet. As of the writing of this post, its new ad for the Ridge side x side sits at the top of the chart for \u201cAttention\u201d among all Super Bowl pre-release creatives that have aired to date, according to iSpot Creative Assessment data.\u00a0<\/p>\n\n\n\n In addition to winning over audience attention, the 45-second spot quickly sped to the number two position for both \u201cHumor\u201d and \u201cLikeability\u201d \u2013 right behind Hellmann\u2019s \u201cMayo Cat<\/a>\u201d in each ranking. Both are important creative elements that can drive brand affinity and loyalty by showing personality and connecting through positive emotional appeal.<\/p>\n\n\n\n Kawasaki delivers all that and more, mixing in clever CGI to magically adorn a series of characters with the business-in-the-front, party-in-the-back hairstyle popularized by rock stars of the 1980\u2019s but – let\u2019s face it – never really went away. Pairing the infamous traits of the mullet to the features of the Kawasaki Ridge was a smart move for the brand, whose spot is clearly already a winner with TV viewers.\u00a0<\/p>\n\n\n\n