Insights

The First Objective Super Bowl LV Campaign Ranking

March 1, 2021 | Leo Zalischiker |
The First Objective Super Bowl LV Campaign Ranking

There are many Super Bowl LV campaign rankings out there, but none of them are truly objective. Neither popular user votings nor expert analyses rely on accurate measurements of a campaign’s creative or activating effect – not surprising, given that it is commonly assumed that creativity cannot be objectively measured.

But it’s time to finally prove that assumption wrong. For years, we have been developing and optimizing a tool that can actually measure creativity.

How the Data Creativity Score Works

To put it concisely, TD Reply’s Data Creativity Score (DCS) is a complex algorithm that allows for quantifying campaign effectiveness objectively, fast, and at little cost. Like most TD Reply solutions, the DCS is both based on marketing theory fundamentals and modern data analytics approaches.

The DCS produces a DCS score that reflects a campaign’s total effectiveness. This score is made up of two subscores, the Concept (C1) and Activation (C2) scores. To calculate C1, the DCS mines and analyzes user-generated content (UGC) which reflects the users’ reactions and perceptions of the campaigns examined. C2, on the other hand, is calculated by gauging the effect a campaign has on Share of Search on the brand or product advertized.

If you want to learn more about the Data Creativity Score, we recommend watching the video above and reading this article.

Time to move on to the most interesting part. What are the best Super Bowl LV campaigns according to the DCS?

We applied the DCS to 16 selected campaigns, made up of the winners of the USA Today Super Bowl Ad Meter (based on consumer polls) as well as a ranking created by the renowned German marketing magazine Horizont (based on expert opinion).

The Top 10 campaigns according to the Ad Meter were:


  1. Rocket Mortgage, “Certain Is Better – Tracy Morgan, Dave Bautista & Liza Koshy,” 7.38
  2. Rocket Mortgage, “Certain Is Better – Tracy Morgan & Joey Bosa,” 7.30
  3. Amazon, “Alexa’s Body,” 6.75
  4. M&M’S, “Come Together,” 6.73
  5. Toyota, “Upstream,” 6.71
  6. General Motors: “No Way Norway” (6.67)
  7. Cheetos: “It Wasn’t Me” (6.52)
  8. State Farm: “Drake from State Farm” (6.50)
  9. Doritos: ” Flat Matthew” (6.40)
  10. Bud Light Seltzer Lemonade: Last Year’s Lemons (6.36)



Now, let’s see how the DCS scored the best Super Bowl LV campaigns!

(Note: Scroll down within the iFrame to view the DCS scores. Hover over the tiles to view the Concept and Activation scores)



According to the objective criteria of the DCS, Doritos’ “Flat Matthew” is the best Super Bowl LV campaign, scoring very high on both Concept and Activation. Rocket Mortgages’ “Certain is Better” featuring Tracy Morgan, Dave Bautista, and Liza Koshy comes in second, with an ever higher Concept score. The bronze DCS medal goes to Toyota’s emotional Jessica’s Long Story.”

Kudos to Goodbye, Silverstein & Partners, Highdive, and Saatchi & Saatchi for creating objectively great spots!



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