Arash Markazi

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  • 02:44 PM ET  02.06

Chester PittsThe only drawback of being at the Super Bowl is that you can't watch those famous Super Bowl commercials. The only one they showed inside the stadium was the NFL ad featuring the amazing story of Ephraim Salaam telling a grocery bagger named Chester Pitts that he should play football, only to have him be his teammate in the NFL less than 10 years later.

I actually was on set with Salaam and Pitts as they filmed the ad in Los Angeles a month ago and figured it would be a hit. My prediction turned out to be true (mind you, that doesn't happen too often) as IAG Research ranked the NFL spot as the best-liked ad during the Super Bowl. Meanwhile, FedEx's pigeon GPS ad was the most recalled. The top ten ads in both category are ranked below.  

Top Ten Best-Liked Super Bowl Ads

1. NFL: Ephraim Salaam talks about seeing big guy in grocery store; plays the oboe; gets drafted; Chester Pitts; didn't even have the dream until I told him the dream (:60)
2. Budweiser: Dalmatian trains Hank the Clydesdale for hitch team  to tune of Rocky theme; one year later; welcome aboard Hank; dalmatian and Hank touch paw & hoof (:60)
3. Coca-Cola: Aerial shot of parade in New York; giant Stewie and Underdog balloons chase and fight for Coke bottle balloon; Charlie Brown balloon grabs the Coke (:60)
4. Bridgestone: Squirrel runs onto road to eat acorn; car roars up; forest animals and woman in car all scream; car swerves and misses squirrel (:30)
5. Doritos: Man in suit puts chip in a mouse trap; he sits in chair and watches the mouse hole; giant mouse bursts through wall and beats him up (:30)
6. Bud Light: Carlos Mencia tells group of guys that American chicks love the foreign accent; you have the thighs of a Sherpa; watch the master do it (:30)
7. E-Trade: Baby says savings account earns 8x the national average; what to do with all this extra coin; I'm renting a clown; underestimated creepiness (:30)
8. Planters: Cashews--woman in pink with unibrow; men flirt with her as she goes through day; woman shown rubbing cashews on her skin like perfume (:30)
9. Bud Light: Bud Light is brewed to give you everything you want in a beer; never ending refreshment; superior drinkability; and now the ability to breath fire (:30)
10. Garmin: Red compact car speeds through Paris; traffic ahead; arriving at park de Saint-Cloud; Napoleon type character gets out of car (:30)

The Likeability score is the percentage of viewers who report to like "a lot" an ad they were exposed to during the normal course of viewing the Super Bowl (main game), among those recalling the brand of the ad. These scores are then indexed against the average score for all Super Bowl ads (Likeability Index). 100 equals average. For example, with a Likeability Index of 172, the NFL spot was 72% better-liked than the average Super Bowl spot.

Top Ten Most Recalled Super Bowl Ads

1. FedEx:So let me get this straight, you solved all our shipping problems with pigeons, equipped with GPS and night vision; what about the big stuff?; giant pigeons (:45)
2. Budweiser: Dalmatian trains Hank the Clydesdale to tune of Rocky theme; one year later; welcome aboard Hank; dalmatian and Hank touch paw & hoof (:60)
3. E-Trade: A lot of people are like aren't you too young to invest in the markets; baby in nursery I just bought stock; no big deal; baby spits up (:30)
4. Doritos: Man in suit puts chip in a mouse trap; he sits in chair and watches the mouse hole; giant mouse bursts through wall and beats him up (:30)
5. Bud Light: Bud Light is brewed to give you everything you want in a beer; never ending refreshment; superior drinkability; and now the ability to breath fire (:30)
6. Bud Light: So glad you two could make it to our wine and cheese party; Bud Light bottles hidden in cheese and baguette; going on a cheese run (:30)
7. Diet Pepsi Max: Various people nod off: Super Bowl announcer, man at diner counter, all drink Pepsi & bob heads like SNL skit; with ginseng and more caffeine (:60)
8. E-Trade: Baby says savings account earns 8x the national average; what to do with all this extra coin; I'm renting a clown;  underestimated creepiness (:30)
9. Bud Light: Cavemen pushing stone cooler of beer; We will never make it to party; I invent The Wheel; Help get Bud Light to party; wheel suck!; bottle opener suck! (:30)
10. Planters Cashews: Woman in pink with unibrow; men flirt with her as she goes through day; woman shown rubbing cashews on her skin like perfume (:30)

The Recall score is the percentage of viewers who can Recall the brand of an ad they were exposed to during the normal course of viewing the Super Bowl (main game). These scores are then indexed against the average score for all Super Bowl ads (Recall Index). 100 equals average. For example, with a Recall Index of 150, the FedEx ad was 50% better-recalled than the average Super Bowl spot.

Notes: The above Top 10 lists are based on 18,398 surveys of Super Bowl viewers; 50 unique national creative executions (excluding Movie spots) were tracked by IAG during the main game of the Super Bowl.

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