NFL’s Best Ever Ad Harnesses the Heartstring Effect
NFL
You Are Special
5.9
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As the dust settles on Super Bowl LX, and advertisers weigh up what worked and what didn’t, the lessons they can learn start with the NFL itself. This year, the Championship Ring stayed home as the Sports Brand beat all comers with a maximum scoring 5.9-Star commercial on Test Your Ad Pro – the best Super Bowl ad of 2026.
When it comes to Super Bowl ads, the NFL stands out every year. With the entire night a several-hour showcase of their product, the League’s spotlight commercial is a chance for them to put the focus away from the field and onto the other work the NFL does, whether that’s promoting the sport around the world or helping disadvantaged kids play back home. The result is usually an ad which can go all-in on emotion and good vibes, and the brand has enjoyed several 5-Star Test Your Ad ratings in the past, including one at last year’s event.
The NFL’s ad is also a Super Bowl bellwether. It’s run with a series of approaches over the years, from “brand purpose” style ads about social programs, to humorous romps taking advantage of its access to dozens of football stars, to tear-jerking emotional storytelling. What the NFL does each year is often a guide to the broader trends and approaches on Super Bowl night.
This year the NFL went big on feelgood sentiment, with a heartwarming ad based on the classic song “You Are Special” from Mr Rogers’ Neighborhood. The song was a staple of childhood for generations of viewers, so there’s a major nostalgic charge in referencing it here. But also it’s just plain delightful to see man-mountain athletes singing the song to adoring kids. It creates pure positive feeling in a way that creates a halo effect for the whole night of sport. And it also gives the NFL a chance to mention its mission of removing barriers to opportunity in sport without making that the pivot for the whole ad.
Cultural references, melodic music, and the incongruous humor of seeing football stars as children’s TV presenters are the elements that make this ad a classic. They’re all also elements that activate the right side of the brain, according to Orlando Wood’s work in Look Out. They draw ‘broad-beam attention’ which helps ads form lasting positive impressions and builds effectiveness long-term.
In our Test Your Ad model that translates to a sky-high Star Rating – the maximum possible 5.9-Stars, in fact. This isn’t just a top ad on the night, it’s the top NFL commercial in our database – the most effective ad the League have ever made.
The ad does not perform so well on short-term Spike Rating or on Brand Fluency, with the brand only appearing towards the end of the 30-second spot. But while these metrics are vital for most advertisers, the NFL enjoys a unique position on Super Bowl night – the entire event is NFL-branded. They can focus on creating positive emotion knowing that the game itself will do the branding work.
So if the NFL ad is a bellwether, what does this year’s triumph say about ad trends as a whole. We’ve been noticing something we’re thinking of as the ‘Heartstring Effect’ – a return to emotional storytelling, tears of joy and unashamed sentiment in advertising. A lot of the top Super Bowl ads this year are tapping into that vibe, and this year the NFL itself has called the plays.
“You Are Special’ is a powerful expression of what Inspire Change embodies — it’s a reminder to every young person that they matter. By leveraging the influence of our players to spotlight our incredible Inspire Change partner organizations—and the barriers those partners work tirelessly to break down—this creative builds toward a Super Bowl moment that celebrates community and opportunity for all.”
Sarah Bishop
Vice President of Global Brand and Consumer Marketing, NFL
“In a lot of ways, this feels like the natural next chapter after last year’s Somebody campaign. At its heart, the idea is simple and the message is always the same—you matter, no matter where you’re from or what you have. That’s why using Mr. Rogers’ words felt so right. It strikes a poignant chord, without ever raising its voice. Bringing that message back in 2026 just felt… no pun intended, special.”
Matt Turnier
Creative Director, 72andSunny Los Angeles
“We don’t always realize how powerful it is to hear someone say, ‘You matter,’ especially in the world we live in right now. So having some of football’s biggest names deliver that message on the biggest stage is our way of trying to accomplish what Mr Roger’s Neighborhood did for so many young kids back in the day. If it reminds even a few kids around the country that their value isn’t up for debate, then it’s doing exactly what it’s meant to do.”
Jason LaFlore
Creative Director, 72andSunny Los Angeles
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