Three of the Most-Liked Super Bowl Pre-Releases Right Now
Ads from Ring, Pepsi Zero Sugar and Dove are scoring notably high for likeability among viewers, per iSpot.
With Super Bowl LX right around the corner, brands are steadily rolling out teasers and pre-release spots designed to build buzz before kickoff. iSpot has been testing many of these early ads through its Creative Assessment, offering a preview of which spots are already connecting with viewers. A few have clearly risen to the top: Ring, Pepsi Zero Sugar and Dove.
Ring’s “Be A Hero In Your Neighborhood” stands out by skipping the humor and celebrity gimmicks and instead leaning into emotion. The spot centers on lost pets and highlights Ring’s “Search Party” feature, which uses AI to help reunite animals with their owners. The approach is simple, relatable and effective. Within the technology category, the ad landed in the 100th percentile for attention and likeability, and the 99th percentile for desire and relevance. Notably, 30% of viewers said the message was the “single best thing” about the ad. One female viewer remarked, “The ad was inspiring, not loud or obnoxious in any way (so many are these days), and was actually a good idea.”
Animals also take center stage in Pepsi Zero Sugar’s pre-release, which playfully targets Coca-Cola using polar bears — a clear nod to its competitor’s iconic holiday ads. The spot scored in the 98th percentile for attention, likeability and watchability within the non-alcoholic beverage category, and posted a strong 90% brand match, well above the industry norm of 73%. The characters stood out: 28% of viewers cited them as the “single best thing” about the ad. Top viewer emotions/reactions included “nostalgic,” “love it” and “thirsty.” One male viewer confirmed, “The use of the polar bears (the mascot for Coca-Cola) and their obvious preference for Pepsi is a funny and compelling ad. It makes me want to drink Pepsi rather than coke.”
Meanwhile, Dove goes for an inspiring message with “This Game Is Ours,” an uplifting spot focused on positivity and participation in girls’ sports, anchored by a call to action to “keep girls playing.” The ad scored in the mid-to-high 90th percentiles for attention, likeability and desire within personal care, alongside an 82% brand match (above the industry norm of 68%). The message was cited as the ad’s “single best thing” by 30% of viewers, with top emotions/reactions including “heartfelt” and “inspiring.” And the ad didn’t just resonate with females: One male said “I'm really happy to see a body positivity direction made publicly! It's harder than ever for women, especially young girls, to feel comfortable in their own skin. We're falling back into a trend of ultra-skinny social media influencers, celebrities going on Ozempic, K-Pop idols in disordered diets, and AI in the picture must not help girls' mental health at all. It's refreshing seeing something to combat that and lift people up. I couldn't help but smile watching it!”