Pfizer has emerged as a winner in the 2025 Super Bowl advertising race. The company’s “Knock You Out” ad took first place among all commercials, scoring 19% above the norm in likeability. 41% of viewers felt the ad conveyed “corporate responsibility,” “inspiring,” and “powerful” emotions.
Hims & Hers also made an impact with their “Sick of the System” ad. The spot criticized the American weight loss industry and promoted the company’s compounded obesity medications. It generated the highest engagement of all pharma-related ads, ranking fifth out of 94 ads analyzed.
Novartis aired its first Super Bowl ad, “Your Attention Please.” The humorous commercial generated an engagement score of 116, placing it 37th overall.
Pfizer wins ad race
Viewers reacted positively to the ad’s focus on corporate responsibility and philanthropy.
Pfizer’s ad, which aired during the first quarter, aimed to inspire viewers in the fight against cancer. The company’s strategy seems to have paid off, positioning them favorably among viewers. AbbVie’s Skyrizi commercial, “In the Picture,” ranked 87th in engagement.
It aired after the game had officially ended. While Hims & Hers’ ad faced criticism for being potentially fat-phobic and dishonest, it created buzz. Pfizer secured the top spot for likeability, thanks to its powerful messaging.
