Gen Z Proves to Be a Distinct Audience, with Pringles Winning Big

Gen Z once again stood out in how it responded to Super Bowl LX advertising. Pringles and its ad “Pringleleo,” starring Sabrina Carpenter, emerged as the clear winner with Gen Z, despite ranking just 22nd overall. Five other of Gen Z’s top ads ranked outside the top 15 among the general public, including the NFL’s “Champion” and spots from Bud Light, Nerds, and Hellmann’s. The results reinforce that Gen Z responds to a distinct creative playbook, driven by cultural relevance, tone, and authenticity.

Pepsi Wins the Night in Competitive, Humor-Driven Marketing

Several advertisers used Super Bowl LX to draw contrast with competitors or category norms, often relying on humor to make the point. This approach worked best when the competitive message was clear and the brand stayed front and center. Pepsi’s “The Choice” was the strongest example, ranking third overall in the ranking. The spot used playful contrast to reinforce Pepsi’s positioning without losing clarity.

Ring and Google Win the “AI Ad Bowl”

AI was one of the most prominent themes of Super Bowl LX advertising, but how it was framed mattered more than the technology itself. The highest-performing AI-driven ads — Ring’s “Be a Hero in Your Neighborhood” and Google Gemini’s “New Home” — centered AI around clear, human use cases, positioning the technology as a practical tool that helps people and supports meaningful life moments. By contrast, several spots that focused more heavily on AI itself appeared near the bottom of the ranking.

“The strongest Super Bowl ads this year weren’t trying to do the most — they were trying to connect,” said HarrisX CEO Dritan Nesho.

“Whether through family storytelling, social impact, or disciplined humor, the top-ranked ads showed that clarity and emotional relevance still win on the biggest advertising stage. Resonant, purpose-driven, and easy-to-understand creatives consistently outperforms advertising that relies on novelty or complexity alone.”