LONDON – February 5, 2026 – With kick-off days away, Amazon Ring’s “Be A Hero In Your Neighborhood” is leading the field in the Big Game ad race – delivering the strongest positive emotional punch of any Super Bowl spot launched so far, according to new data from creative intelligence platform DAIVID.
The AI-powered platform, which measures ad effectiveness at scale, has assessed early-release Super Bowl commercials to identify the spots most likely to resonate with viewers. As brands roll out their Big Game campaigns ahead of this weekend’s broadcast, DAIVID has analyzed every Super Bowl ad released online to date, revealing which spots are generating the most pre-game buzz.
Ring’s ad tops the early rankings, generating intense positive emotions among 54.5% of viewers – 12% above the U.S. average. By reframing home security from fear and surveillance to community and neighborhood watch, the campaign shows neighbors using Ring devices to reunite lost pets and look out for each other.
The emotional impact is reflected in strong performance metrics. The ad delivers significant lifts in hope (+79.2%), trust (+70.2%) and joy (+66.3%), while also driving the highest attention levels of any Big Game spot released so far. Brand recall was also 28.1% above the U.S. norm, placing “Be A Hero In Your Neighborhood” in the top 19% of ads DAIVID has ever tested.
Ring narrowly leads Budweiser’s “America’s Icons” (54%) and Lay’s “The Last Harvest” (53.9%) in second and third places respectively, with Novartis and the NFL rounding out the top five. Jeep and Michelob Ultra just missed out.
Top 5 Most Emotionally Engaging Super Bowl 2026 ads so far (February 5, 2026)
| Rank | Brand | Campaign | % of people who had intense positive emotional responses |
| 1. | Amazon Ring | “Be A Hero In Your Neighborhood”. | 54.5% |
| 2. | Budweiser | “American Icons” | 54.0% |
| 3. | Lay’s | “The Last Harvest” | 53.9% |
| 4. | Novartis | “Relax Your Tight End” | 52.6% |
| 5. | NFL | “You Are Special” | 51.6% |
| US NORM | 48.7% |
Ian Forrester, CEO and founder of DAIVID, said: “Amazon Ring’s Super Bowl campaign shows the power of positivity. By highlighting neighbors helping neighbors, Ring turned a security product into a story about community, hope and shared kindness – and viewers responded in kind. This strategy not only kept negative emotions at bay but also drove the highest attention scores we have seen so far at this Super Bowl and high purchase intent, proving that a positive, community-first message can be more effective than traditional fear-based security marketing.”
Meanwhile, the Super Bowl spot most likely to make people laugh so far is Elf’s “e.l.f. Presenta MELISA”, which stars Melissa McCarthy. The spot was 67% more likely to make viewers laugh than the average ad. That puts it just ahead of Turbotax’s “The Expert” (+64%) and Grubhub’s “The Final Course” (+ 63%).
In the battle for rumbling stomachs, NERDS’ “Taste Buds” was the Super Bowl spot most likely to make viewers’ mouths water. The ad is 4X more likely to generate intense feelings of craving than the average ad, putting it just ahead of Uber Eats’ “Hungry For The Truth” (+211%) and Pringles’ “Pringeleo” (+193%).