In the Super Bowl of ads, who gained more ground: Brands, or the celebrities they feature?

The Super Bowl is the most anticipated ad forum of the year — it’s the time when brands pull out all the stops to make the most memorable and emotionally connected spots they can. To stand out, they’ll often feature celebrities who conjure associations, memories and emotional threads that connect with audiences in unique ways. It’s safe to say that celebrity spokespersons are an investment, so we wanted to see who’s reaping the benefit.

As part of our Super Bowl Advertisers Emotional Scorecard, we analyzed which celebrities featured in Super Bowl ads this year had the most emotional impact on consumers. Furthermore, what kind of impact did they have — did they generate more buzz for the brand or for themselves?

You can download the full results here. Here are some key takeaways.

  • Budweiser appears to have won the Super Bowl, generated 53 times more buzz for the brand than prior to its Super Bowl endeavor the brand.
  • T-Mobile also fared well, featuring the two most discussed celebrities – Steve Harvey and Drake – on Super Bowl Sunday. Also, was able to have the strongest tie back to the brand.
  • Avocados from Mexico, on the other hand, sparked sixteen times as much buzz for it’s featured celeb, Scott Baio, than it did for itself.


Other celebrities who benefitted from their own Super Bowl ad appearances included Helen Mirren, who gave us frank dialogue about drunk driving for Budweiser; Jeff Goldblum in a “Jeffersons” inspired musical spot for; and Willem Defoe channeling a hungry Marilyn Monroe for Snickers.

Want to read more about the super-celebs? Download our Super Bowl Advertisers Emotional Scorecard.