Pfizer's Super Bowl Spot Remains Knockout By Ad Likeability

Pfizer's 2025 Super Bowl ad, "Knock Out," was a big winner after the Big Game in February. And it winds up the same held true at the end of the year, too.

A new report from iSpot showcases top creatives of 2025 by a variety of metrics, including likeability – which names "Knock Out" No. 1. The ad scored likeability that was 186 points higher than its industry (corporate branding) norm for the year; well outpacing any other spot for the year.

• Pfizer was not the only Super Bowl spot to make the list, either. Rocket Mortgage and Budweiser were also present (at No. 2 and No. 7, respectively), hammering home the importance of the game as a stage for extremely memorable creative.
• Interestingly, likeability didn't just rely on common ad traits like humor; while those were present from advertisers like IcyHot, Amazon and DraftKings, likeability also took the form of heartfelt spots.
• Philanthropy also played a major role in likeability, winning for brands like Bombas and Subaru, who were both among the five most likeable ads of the year.

Learn more about the year's most likeable ads and other key metrics for creative success in iSpot's new report, the 2025 Video Ad MVPs Ranker.