By Vinod Ram 
Super Bowl LX wasn’t just about football — it was about attention. And according to engagement analytics firm EDO, the brands that won the night weren’t necessarily the ones that spent the most.
Instead, it was creator powerhouse MrBeast and a surprise Brad Pitt cameo that drove the biggest spikes in search activity — outperforming several traditional, big-budget Super Bowl commercials.
Here’s our ranking of the 10 best (and weirdest) Super Bowl LX commercials — and why MrBeast dominated the data.
How EDO Measures Super Bowl Ad Success
Unlike traditional TV ratings, Nielsen ratings measure viewership. EDO measures engagement — specifically, real-time search behavior after ads air.
That means when viewers immediately Google a brand, celebrity, or product after seeing a commercial, EDO tracks that spike as intent-driven engagement.
And this year, creator-driven moments beat corporate spectacle.
1. MrBeast’s Surprise Brand Giveaway Spot
The YouTube titan — known for billion-view stunts — appeared in a high-energy giveaway-style ad that mirrored his viral content formula.
Searches for “MrBeast Super Bowl ad” and the sponsoring brand surged within minutes, according to EDO’s post-game analysis reported by Adweek.
Why it worked:
- Massive Gen Z & Millennial audience crossover
- Built-in fan loyalty
- Authenticity over polish
As Forbes has noted, creator-led campaigns often drive higher engagement because audiences feel a personal connection.
2. Brad Pitt’s Unexpected Cameo
Brad Pitt’s brief but powerful appearance in a cinematic-style commercial drove a surge in searches for both the brand and Pitt himself.
According to media coverage from Variety, celebrity nostalgia continues to outperform purely conceptual ads.
3–10. The Weird, The Wild & The Expensive
Other notable Super Bowl LX commercials included:
- AI-generated talking pets (Tech brand)
- A surreal time-travel soda ad
- A luxury EV launch spot
- A meta self-aware insurance commercial
- A bizarre condiment musical
- A crypto comeback campaign
- A pharmaceutical humor ad
- A streaming service crossover stunt
Many of these cost upwards of $7 million per 30-second slot, according to reporting from CNBC.
Yet some drove lower post-air search engagement compared to MrBeast’s more organic-style appearance.
Why MrBeast Won the Night
1. Creator Economy Dominance
The creator economy is now worth billions — and brands are shifting budgets accordingly.
2. Search = Intent
EDO’s data suggests that immediate search spikes correlate with purchase curiosity and deeper brand interest.
3. Cultural Relevance
Super Bowl ads are no longer just TV moments — they are cross-platform cultural events amplified on X, YouTube, and TikTok.
The Future of Super Bowl Advertising
If Super Bowl LX proved anything, it’s this: big budgets don’t guarantee big engagement.
Creators with loyal communities — like MrBeast — now rival Hollywood A-listers in driving measurable attention.
Expect more influencer integrations and fewer purely cinematic spectacle ads at future Super Bowls.
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