"Rocket Mortgage's "America Needs Neighbours Like You" has been crowned the most emotionally engaging ad of Super Bowl 2026, according to new data from creative intelligence platform DAIVID. Top 10 Most Emotionally Engaging Super Bowl 2026 ads The spot, co-created with sibling brand Redfin and centred on the power of being a good neighbour, generated the strongest positive emotional response of any ad shown during last night's Big Game."
"That said, a few brands still delivered genuine laughs. State Farm's "Living On A Prayer" was the funniest ad of the night. Starring Keegan-Michael Key and Danny McBride as the affable but hopeless founders of fictional insurer Halfway There Insurance, the spot generated intense amusement among 38.1% of viewers - making it 75% funnier than the average ad."
"Highest levels of nostalgia of any Super Bowl this decade While last night's crop of ads were less likely to have people laughing, it was the most likely to make viewers look back. With brands such as T-Mobile, Dunkin and Xfinity leaning heavily on retro themes and classic pop culture in their spots, last night's ads generated the highest feelings of nostalgia of any Super Bowl this decade, up 7% from the previous year."
Rocket Mortgage's "America Needs Neighbours Like You" topped emotional-engagement metrics during Super Bowl 2026, co-created with Redfin and emphasizing good neighborliness. Overall ads were less likely to make viewers laugh than in any Big Game since 2021, with a 9% drop in amusement versus last year. State Farm's "Living On A Prayer" was the funniest spot, generating intense amusement among 38.1% of viewers, 75% above average; Dunkin and e.l.f. also scored high on humor. Ads produced the decade's highest nostalgia levels, up 7% year-over-year, while snack-driven cravings fell 18%, the lowest since 2022.
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