Pfizer's 'Knock Out' Still 2025's Most Likeable Ad So Far

The year's most likeable TV ads primarily tugged on heartstrings, according to new first-half data from iSpot. Even months after the Big Game, two of the three most likeable spots (by creative assessment results) were Super Bowl spots: Pfizer's "Knock Out" and Rocket Mortgage's "Own the Dream."

• Pfizer's spot, showing a child returning home after beating cancer, scored as inspiring with audiences, and achieved brand recognition 9% higher than the pharma norm.
• Across the 10 most likeable spots from the year's first half, they were spread among a variety of different industries: Pharma, greeting cards, mortgage services, apparel, automotive, investment services and more.
• Notably, No. 4 and No. 5 (Bombas and Subaru, respectively) both featured a philanthropic component as well, aimed at children.

Check out iSpot's full H1 report here to learn about the most likeable ads, what drove retail foot traffic, and more.