This past weekend, Super Bowl LV seemed to go by in a breeze. The game itself was a complete blowout with Tom Brady winning his 7th Super Bowl title and bringing a championship to Tampa Bay in his first year with the team. Outside of the game itself, big brands were competing with one another to earn the title of funniest and most loved, and avoid off-beat reactions or backlash during one of the most viewed programs of the year. In the spirit of competition, we took a look at some of the biggest wins and losses of commercials during the Super Bowl and name 4 winners of distinct categories based on rates of specific emotions people felt towards the ads.

Methodology

Canvs analyzed commentary on the YouTube posts of all the top Super Bowl LV commercials and determined the winners of 4 categories: Funniest Commercial of Super Bowl LV, Most Loved Commercial of Super Bowl LV, Most Hated Commercial of Super Bowl LV, and Craziest Commercial of Super Bowl LV, based on rates of Emotional Reactions from all public comments and replies on related YouTube videos.

Funniest Commercial of Super Bowl LV: Cheetos | It Wasn’t Me

Featuring celebrity couple Ashton Kutcher and Mila Kunis alongside musician Shaggy, Cheetos commercial It Wasn’t Me was able to earn the highest rate of funny Emotional Reactions on its YouTube video at 44%, 25% above the average of all other commercials. This commercial was also able to earn the highest rate of brilliant Emotional Reactions of the night at 3%, 3x higher than all other Super Bowl commercials. Fans of the commercial went so far as to ask for a remix of Shaggy’s hit song once the clubs open back up.

Verbatims:

• “It was GENIUS to have Shaggy in this 😭😭😭😭😭 he made it 💯💯💯💯”

• “hahahahaah am dead 🤣🤣🤣🤣🤣🤣😂😂😂😂 THE BEST COMMERCIAL OF CHEETOS EVERRRRRRR!!!!”

• “I want this remix playing in the clubs next summer😂”

Source: Top Emotional Reactions, Cheetos It Wasn’t Me on YouTube

Most Loved Commercial of Super Bowl LV: Toyota | Jessica Long Upstream

Tugging at viewers heartstrings, Toyota’s touching tribute to Paralympic athlete Jessica Long earns the title of the most loved commercial in Super Bowl LV. The commercial earned 70% love and enjoy Emotional Reactions, 32% above the average of all other commercials. Toyota’s commercial also earned the highest rate of beautiful (5% of all Emotional Reactions) and cried (4% of all Emotional Reactions), indicating that this commercial was quite the tear jerker.

Verbatims:

• “Uh....its the allergies in my eyes. What a beautiful commerical.”

• “Best commercial of the YEAR!!! Thank you, Toyota!!!!”

• “first time a commercial makes me cry . 🏆beautiful 💕💪🏻💪🏻💪🏻”

Source: Top Emotional Reactions, Toyota Jessica Long Upstream on YouTube

Most Hated Commercial of the Super Bowl: Oatly | Wow No Cow

Receiving an unsurprising nod as the most hated commercial of the year, Oatly’s Wow No Cow commercial had fans slightly upset, uncomfortable, and unsure what to think following the video of the Oatly CEO poorly playing/singing an ode to non-dairy milk. Receiving nearly 4x more hate Emotional Reactions than the average of all other commercials, Oatly was the clear favorite. Beyond hate, the commercial also earned the highest rate of dislike (10% of all Emotional Reactions)Emotional Reactions and the highest rate of awkward Emotional Reactions, 4x higher than the average of all other commercials. Whether the whole ad was a stunt to sell some t-shirts or Oatly really thought this would be a strong commercial, fans were undoubtedly outspoken about this one.

Verbatims:

• “This was the worst commercial I have ever seen.”

• “Note to self: don’t buy whatever crap that was”

• “I did have my anti-cringe set on high, but this managed to permeate my system.”

Source: Top Emotional Reactions, Oatly Wow No Cow on YouTube

Craziest Commercial of Super Bowl LV: Doritos 3D | Flat Matthew

Doritos bringing back the Doritos 3D earned the highest rate of crazy Emotional Reactions of the night, nearly 2x higher than the average of all other Super Bowl LV commercials. Fans of the commercial were mainly excited about Doritos bringing back a classic 90’s snack and the fact that they were able to secure Matthew McConaughey to play Flat Matthew, an ode to the famous children’s book character Flat Stanley.

Verbatims:

• “Omg I missed these!!!!”

• “Can't believe they got Matthew McConaughey to play Flat Stanley!”

• “Woah dude! I cant believe they are back we been waiting for this.”

Source: Top Emotional Reactions, Doritos 3D Flat Matthew on YouTube

Canvs is the easiest and most accurate Customer Insights platform to instantly analyze open-ended text, going beyond traditional sentiment analysis to provide best-in-class emotion measurement.

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