#United States #Washington #Super Bowl #HarrisX #Lay's

Lay's 'Last Harvest' Tops Super Bowl LX Ranking

The 2026 Super Bowl LX event garnered a staggering 138 million viewers, marking it as the most-watched broadcast in U.S. television history. This year, advertisers had a unique opportunity to connect with a diverse audience and present their creative messages in hopes of capturing attention and evoking emotions. According to the HarrisX Super Bowl Ad Ranking, Lay's advertisement titled 'Last Harvest' emerged victorious, securing the title of America’s favorite ad with an impressive score of 93.2 out of 100.

A Heartfelt Narrative

Lay's commercial is a touching, multigenerational story that poignantly depicts the legacy of a potato farm being passed from father to daughter. The emotional resonance struck a chord with viewers, as evidenced by the fact that 92% of respondents expressed their enjoyment of the ad, 90% found it memorable, and a whopping 71% stated that it increased their likelihood of purchasing Lay's chips. This ad stood out not only for its emotional depth but also for its relatability, characterizing the universal themes of family and continuity.

Runner-ups in the HarrisX Ranking

While Lay's took the top spot, other notable contenders included:

• - Ring with 'Be a Hero in Your Neighborhood' (Score: 91.8): This ad focused on community values and featured an AI tool designed to reunite lost pets with their owners.
• - Pepsi with 'The Choice' (Score: 87.2): A humor-driven commercial that cleverly contrasted Pepsi with its competitors.
• - Google with 'New Home' (Score: 86.8): This ad presented an emotional narrative that revolved around life transitions and the supportive role of technology during significant changes.
• - Blue Square Alliance Against Hate with 'Sticky Note' (Score: 85.4): A straightforward yet powerful message confronting antisemitism and hate.

A Shift Toward Emotional Storytelling

Dritan Nesho, CEO of HarrisX, emphasized that the most successful ads this year were distinguished not by complexity but by their ability to connect with audiences on an emotional level. He noted that ads which presented clear and relatable storytelling consistently outperformed those that tried to be overly novel or intricate.

The top-ranked ads leaned heavily into themes of modern Americana, showcasing values associated with family, community, and everyday life. This narrative perspective was particularly evident in ads from Lay's, Ring, and Google, which preferred warmth and emotional engagement over flashy visuals.

Social Impact Messaging Gains Traction

Interestingly, the trend toward purpose-driven advertising continues to thrive, with five of the top ten ads imparting socially significant messages. Ads from organizations such as the Blue Square Alliance Against Hate and Dove successfully resonated with viewers by advocating for inclusion and addressing critical social issues, affirming the audience's increasing appreciation for authentic messaging.

Gen Z's Unique Taste

Among younger viewers, particularly Gen Z, the preferences showed some striking disparities. While Lay's secured the top position overall, Pringles emerged as a favorite among Gen Z with its quirky ad titled 'Pringleleo', featuring Sabrina Carpenter creating an ideal partner out of Pringles. This ad scored an impressive 94.8 within the Gen Z demographic, highlighting a stark contrast between Gen Z's tastes and those of older generations. Other notable mentions among Gen Z preferences included ads from NERDS and Uber Eats, which diverged from the overall rankings of the top ads.

Humor and Competitiveness in Advertising

Another observable trend was the reliance on humor to convey competitive messaging. Pepsi's humorous approach in 'The Choice' worked effectively to solidify its brand identity, engaging a broad audience with its playful contrast against competitors. However, not all humor-driven ads enjoyed the same success, indicating that clarity in message remains paramount when using humor in marketing.

AI’s Role in Modern Advertising

Artificial Intelligence featured prominently in this year’s ads, particularly in Ring's and Google’s successful advertisements which highlighted the technology's usefulness in everyday life rather than simply showcasing the tech itself. The reception of AI-focused ads seemed to hinge significantly on how effectively they communicated human benefits, a lesson for future advertisers in a tech-driven landscape.

Conclusion

Ultimately, the 2026 HarrisX Super Bowl Ad Ranking not only highlights which advertisements captured the public’s heart but also offers invaluable insights into the evolving landscape of advertising. As audiences continue to prioritize authenticity, emotional storytelling, and purpose-driven messages, advertisers must adapt to engage effectively in this changing dynamic. Perhaps it is time for them to follow Lay's lead, focusing on heartfelt, legacy-rich narratives that resonate with American values and the diverse experiences of their viewers.