AI ads took over the Super Bowl. Only *one* landed.
The one thing you need to know in AI today | AI-Ready CMO
AI companies collectively spent tens of millions on Super Bowl LX airtime and produced some of the lowest-scoring ads in the technology category’s history.
Oh, boy.
Anthropic ran an attack ad against OpenAI’s decision to put ads in ChatGPT. It was universally loved by AI Twitter… and it scored in the devastating 5th percentile for likeability among all viewers. The best summary we’ve found: “It started out like a fitness commercial and then I heard the words ‘Six Pack’ and then I thought it was a beer commercial… I have absolutely no idea what the hell I just saw.”
OpenAI countered with an earnest “you can build things” spot for Codex. Aspirational, uplifting, and very forgettable.
Svedka unveiled what it called the first primarily AI-generated Super Bowl ad — a pair of dancing robots that landed a 7% brand match versus the alcoholic beverage industry norm of 63%. It is comically bad, so bad I wouldn’t want to be Svedka’s marketer or their agency.
Alexa, Wix, Base44, Genspark — they all showed up too. But when eight companies say the same thing in the same three-hour window, nobody hears any of them.
But one AI ad crushed it.
Ring promoted a feature that uses AI to find lost dogs. It scored in the 100th percentile for both attention and likeability — the single most-liked Super Bowl LX ad iSpot tested. No mention of “agents.” No promise of “transforming the way you work.” Just: your dog is missing, and this thing helps you find it. The AI is in the background. The outcome is everything.
And that’s the difference. People don’t want to hear about the technology. They want to hear about the problem it solves — ideally one they already feel in their gut.
Ring understood that a lost dog is universal and emotional. Everyone else was still pitching the engine instead of the destination.
Would Ring’s ad have been better if it opened with “our advanced computer vision model”? Sounds ridiculous, doesn’t it?
— Torsten and Peter
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