The Super Bowl: football players must bring their A-Game and advertisers must bring their 5-Star ads. While we can't wait to see the New England Patriots take on the Atlanta Falcons in Super Bowl LI, you can bet that we're also excited to see brands like Budweiser, GoDaddy and Snickers battling it out during the commercials. This is BrainJuicer’s fifth annual FeelMore50 Super Bowl Webinar, however unlike past years, this year we will be testing the ads LIVE! In a partnership with ZappiStore, we will be publishing real time results on the ads as they air, capturing the best of the best, quarter by quarter. As we’ve seen through FeelMore50, BrainJuicer's ranking of the world's most emotional ads, the most effective advertising successfully appeals to the three aspects of brand building: Fame, Feeling & Fluency. Fame helps a brand come readily to mind. Feeling helps people choose it. And Fluency helps people recognize and process a brand quickly. Join Alex Hunt (President), Brent Snider (President, North America), and Julio Franco (ZappiStore: EVP, Americas) as they provide in-depth analysis of the brands that scored a touchdown with their famous 5-Star advertisements.

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Webinar: February 6 and 7, 2017
FeelMoreSuperBowl
Super Bowl Advertising Touchdowns & Fumbles
http://www.feelmore50.com/superbowl-2017

2. 2
BrainJuicer in partnership
with ZappiStore live tested
78 Super Bowl ads and
broadcasted the results in
real time via Facebook Live
as well as on Twitter,
LinkedIn and the Brian
Juicer blog.

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Rank Title Brand Agency Star Rating Emotion-into-Action
1 Hero's Journey Kia Niro David & Goliath 85.05
2 Baby Legends NFL Grey New York 83.98
3 Cleaner of Your Dreams Mr. Clean Leo Burnett Toronto 83.83
4 Love Story Coca-Cola McCann 83.42
5 Romance Skittles Adam&EveDDB 83.21
6 Pee Wee Buick Engage M1 82.95
7 False Cabinet King's Hawaiian Levit Agency 82.89
8 Shirt Stain Tide Saatchi & Saatchi 82.61
9 Yearbooks Honda CRV RPA 82.30
10 Ruin a Live Super Bowl Ad Snickers BBDO New York 81.97
Visit www.feelmore50.com/superbowl-2017 to watch all top 10 ads

4. ©BrainJuicer® 4
2017 Super Bowl Champion – Kia Niro’s “Hero’s Journey”
FeelMoreSuperBowl
Rank #1
85.05 Emotion-Into-Action
http://www.feelmore50.com/kia-niro-hero-s-journey
Generated overall
positive feelings as it was
funny, ironic and
hilarious, earning it the
top spot as the #1 Super
Bowl ad of 2017

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Kia Niro | Hero’s Journey
SURPRISE
HAPPINESS
NEUTRAL
SADNESS
FEAR
ANGER
DISGUST
CONTEMPT
Emotion-into-Action® Score: 85.05
‘Hysterical’ irony drives positive response to Kia Niro’s “Hero’s Journey”
Was a funny commercial, could have been better though
I loved it, it was so funny. I love her so much. And The song!
That was really funny, I loved it
Melissa makes everything great. Amazing!!!
Best commercial
Funny
16
68
15
2.33
1
It was funny seeing her ironically get hit around like that
I loved it, it was so funny. I love her so much
That was great ad for an eco car
http://www.feelmore50.com/kia-
niro-hero-s-journey

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Visit www.feelmore50.com/superbowl-2017 to see the top 10 ads

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Webinar: February 6 and 7, 2017
Is 2017 a year Super Bowl advertisers should
celebrate?

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Pundits agree that in 2017 advertisers ‘found their footing’

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Advertisers at least caught up with viewers, creating two 4-Star ads in real time
Hyundai, “A Better Super Bowl”
https://www.youtube.com/watch?v=oUWcD
OKJfoM
Snickers, “Ruin a Live Super Bowl Ad”
http://www.feelmore50.com/snickers-ruin-a-
live-super-bowl-ad
Hyundai and Snickers had live spots, so they created, edited and aired live ads in real time during the game.

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Top 2017 performers will enter the Super Bowl Ad Hall of Fame
BrainJuicerAdTestingEfficiency
SpenddrivessharegainSpendinsufficienttoholdshare
Spend
maintains 
share*
68 73 78 82
 Emotion-into -Action™ Score 
“Blockbuster”
Doritos ‘Dogs’ 90.90
Hyundai ‘First Date’ 87.12
Honda Ridgeline ‘A New Truck to Love’ 86.65
Budweiser ‘Puppy Love’ 86.38
Kia Hero's ‘Journey’ 85.05
NFL ‘Baby Legends’ 83.98
McDonald's ‘Pay w/ Lovin‘’ 83.92
Mr. Clean ‘Cleaner of Your Dreams’ 83.83
Doritos ‘Cowboy Kid’ 83.38
Budweiser ‘Hero's Welcome’ 83.31
Dodge ‘Wisdom’ 82.42
“Must See” Budweiser ‘Lost Dog’ 81.94
2017
2016
2015
2014
+0%points
Predicted share gain
[assuming a 10%
extra share of voice]
+0.5%points
+1%points
+2%points
+3%points
NO GROWTH
without huge ESOV
28%
Modest growth
with high ESOV
33%
Good growth
with high ESOV
26%
Strong growth
with high ESOV
9%
EXCEPTIONAL GROWTH
with high ESOV
4%
Kia “Hero’s Journey”, NFL “Baby Legends” and Mr.
Clean “Cleaner of Your Dreams” made it in the Super
Bowl Hall of Fame which consists of the best of all the
Super Bowl ads BrainJuicer has tested from the past 4
Super Bowls

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Majority of 2017 Super Bowl advertising exceeds commercial benchmarksBrainJuicerAdTestingEfficiency
SpenddrivessharegainSpendinsufficienttoholdshare
Spend
maintains 
share*
68 73 78 82
AllAdsGlobalNorm
 Emotion -into -Action™ Score 
NO GROWTH
without huge ESOV
28%
Modest growth
with high ESOV
33%
Good growth
with high ESOV
26%
Strong growth
with high ESOV
9%
EXCEPTIONAL GROWTH
with high ESOV
4%
+0%points
Predicted share gain
[assuming a 10%
extra share of voice]
+0.5%points
+1%points
+2%points
+3%points
Super Bowl 2017 had nine 5-Star spots. 5-Star
ads are capable of delivering exceptional
growth and the largest business effects. Among
all the ads that BrainJuicer tests commercially,
only 4% of all the ads tested achieve a 5-Star
rating. More than 10% of the Super Bowl ads
achieved 5-Star ratings in 2017. Super Bowl ads
are typically more effective at delivering
business results than the average ad on TV the
other 364 days of the year.

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Webinar: February 6 and 7, 2017
Why do we see such strong performance in Super
Bowl?

13. logical
persuasive
marketing
argument
has had
its day!

14. 14©BrainJuicer®
BrainJuicer focuses on how people feel, not how people think to predict brand growth
Emotional response is extremely important in the advertising world, just like in the sports world as pictured below, Patriots fans vs Falcon fans

15. 15system1agency.com
Fame Feeling Fluency
how readily a brand
comes to mind
predicts market
share
how people feel
about a brand
predicts future
market share
distinct assets used
to recognize a brand
act as a toolkit to
build market share
3 things that contribute to brand growth

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Validated across 150+ brands worldwide
Average correlation across the full set of 14 categories globally (151 brands) is +0.85
0
10
20
30
40
50
60
70
80
90
100
10 20 30 40 50 60 70 80 90 100
Fame,Feeing&FluencyStarPercentile
In-market performance
Correlation = +0.85
5
4
3
2
1
There is a strong
correlation with
predicting
market
performance for
brands using our
methodology of
Fame, Feeling &
Fluency.

17. Profitable Growth – GUARANTEED!

18. FAME

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FAME: 84 Lumber ‘Journey’
FeelMoreSuperBowl
Rank #78
59.75 Emotion-Into-Action
https://www.youtube.com/watch?v=J0Uk6ctu7nI
It was a good fame strategy since
it brought people to their
website, but there were
polarizing reactions to it. This
was a 1-Star ad because it
generated sadness and
neutrality. Neutrality is the worst
emotion – if people feel nothing,
they’ll do nothing.

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FAME: Audi ‘Daughter’
FeelMoreSuperBowl
Rank #20
79.22 Emotion-Into-Action
https://www.youtube.com/watch?v=G6u10YPk_34
The more famous brand Audi
maintained its Fame with a strong,
positive, emotional story promoting
gender equality. This ad spoke to
everyone across the US, generated
happiness and surprise, and it was
inspiring to many. It sent a great
message without actually saying
much, but had a beautiful narrative
and a powerful story, earning it a 4-
Star rating.

21. FEELING

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Wonderful Pistachios | Ernie Gets Physical
SURPRISE
HAPPINESS
NEUTRAL
SADNESS
FEAR
ANGER
DISGUST
CONTEMPT
Emotion-into-Action® Score: 80.57
FEELING: Type of Happiness – Joy Over Others Misfortunes
15
65
16
2.08
4
I just had no strong feelings about it
The elephant is cute and funny and I love pistachios
I love elephants, and the whole thing was cute
Elephant on the treadmill and then falling
It caught my attention
Talking elephant
An elephant on a treadmill is unexpected and it unexpectedly fell down
Not a fan of John Cena
I thought it was a very funny ad
The elephant was funny
When the elephant falls of the treadmill and says ‘that one is broken’
Not too good, but not too interested
https://www.youtube.com/watch?v=A
eJz7q3EozE
Schadenfreude, or joy over other’s
misfortune, is the riskiest type of
happiness but it delivers the strongest
effect. There was immense response
from people that were feeling happy
as they thought it was a very funny ad,
resulting in a large amount of
emotional response.

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Snickers | Ruin a Live Super Bowl Ad
SURPRISE
HAPPINESS
NEUTRAL
SADNESS
FEAR
ANGER
DISGUST
CONTEMPT
Emotion-into-Action® Score: 81.97
FEELING: Type of Happiness – Amusement
21
60
16
11
2.13
Kinda stupid
That was cute
Best one yet!
It was hilarious, I'm still laughing
Pretty funny ending. very creative
Super funny, I loved it
Sooo funny!
Loved the setting and effects, and it fits with Snickers
That was lame, a town destroying over a candy bar?
Wow, Snickers is quick
http://www.feelmore50.com/snickers-
ruin-a-live-super-bowl-ad
Snickers played on amusement,
another effective type of happiness
that drives large business results.
The surprise factor plays to its
advantage too. It had a quick, funny
ending that was very creative.
Snickers is seen as being innovative
in their technique of Super Bowl ads
even though it does not have
innovative techniques around the
product itself.

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Hyundai | Soldiers Live Cut
SURPRISE
HAPPINESS
NEUTRAL
SADNESS
FEAR
ANGER
DISGUST
CONTEMPT
Emotion-into-Action® Score: 78.34
FEELING: Type of Happiness – Uplifted
13
61
13
9
21
1
2.33
2
It's emotionally taxing, but in a good way
Have no strong feelings about the Super Bowl
This was heartwarming. God bless America
I loved the emotions when they see their loved ones
So heartwarming. Inspiring
Tears to my eyes this was wonderful for them to do for the military
This was heartwarming. God bless America. really touching
Uplifting
It was a great to see them get to see their loved ones.
Quite moving
https://www.youtube.com/watch?v=o
UWcDOKJfoM
Hyundai mastered
uplifting happiness
that generated
genuine heartwarming
feelings – a live ad that
was really well done
that resulted in very
little neutrality.

25. FLUENCY

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FLUENCY: Plenty of distinctive assets on display during Super Bowl LI
Distinctive assets allow people to know an ad is for a brand without actually having to tell them it was for a brand
Audi NFL Skittles
Mr. Clean Budweiser Bud Light

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Title Slides
(Different Options)
World’s Top 50 Ads coming Tuesday, February 28th
Visit www.FeelMore50.com

28. Make sure this white line is copied from the master ONTO your slide ↓
Webinar: February 6 and 7, 2017
Thank you! Any Questions? requests@brainjuicer.com
http://www.feelmore50.com/superbowl-2017
Alex Hunt – BrainJuicer
President
Brent Snider – BrainJuicer
President, North America
Julio Franco – ZappiStore
EVP, Americas