From the emotionally manipulative to the occasionally clever, the champions of USA TODAY’s Ad Meter competition have pulled almost every lever available.
This year figures to be no exception.
A look back at past winners conjures up images of catchphrases long since past, or superstars unwittingly brand-building while telling a 30-second story. Budweiser, last year’s winner, turned back to their iconic Clydesdale horses – and will do the same in 2026.
As the Super Bowl 60 edition waits in the wings, a look back at past Ad Meter champions and how they climbed atop the popular ratings:
Rate the best and worst Super Bowl ads!
2025: Budweiser, ‘The First Delivery’
2024: State Farm, ‘Like a Good Neighbaaa’
2023: The Farmer’s Dog, ‘Forever’
2022: Rocket Mortgage, ‘Dream House with Anna Kendrick and Barbie’
2021: Rocket Mortgage, ‘Certain Is Better – Tracy Morgan, Dave Bautista & Liza Koshy’
2020: Jeep, ‘Groundhog Day’
2019: NFL, ‘The 100-Year Game’
2018: Amazon, ‘Alexa Loses Her Voice’
2017: Kia, ‘Hero’s Journey’
2016: Hyundai, ‘First Date’
2015: Budweiser, ‘Lost Dog’
2014: Budweiser, ‘Puppy Love’
2013: Budweiser, ‘Brotherhood’
2012: Doritos, ‘Dog bribes cat owner’
2011 (tie): Bud Light, ‘Dog sitter puts dogs to work’
2011 (tie): Doritos, ‘Dog’s revenge for Doritos teasing’
2010: Snickers, ‘Betty White and Abe Vigoda play in a casual football game’
2009: Doritos, ‘Crystal ball sees free Doritos’
2008: Budweiser, ‘Dalmatian trains Clydesdale to make beer wagon team’
2007: Budweiser, ‘Crabs worship Bud ice chest’
2006: Bud Light, ‘A secret fridge stocks Bud Light’
2005: Bud Light, ‘Pilot jumps out of plane for six-pack of Bud Light after skydiver refuses’
2004: Bud Light, ‘Owners demonstrate how their dogs fetch Bud Light’
2003: Budweiser, ‘Football-playing Clydesdales turn to zebra referee to review call on replay’
2002: Bud Light, ‘Romantic evening goes awry with satin sheets’
2001: Bud Light, ‘Cedric’s dream date goes awry’
2000: Budweiser, ‘Rex the dog recalls worst day’
1999: Budweiser, ‘Dalmatians get different jobs’
1998: Pepsi, ‘Flying geese’
1997: Pepsi, ‘Pepsi bears dance to Village People tune’
1996: Pepsi, ‘Coke driver nabs Pepsi’
1995: Pepsi, ‘Boy gets sucked into Pepsi bottle’
1994: Pepsi, ‘A chimp experiment goes awry’
1993: McDonald’s, ‘Jordan, Bird shoot hoops’
1992: Nike, ‘Michael Jordan/Bugs Bunny’
1991: Diet Pepsi, ‘New jingle spreads around the world’
1990: Nike, ‘Announcers and athletes’
1989: American Express, ‘Saturday Night Live’
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