McDonald's was one of many advertisers to push emotive messages during the ads of Super Bowl XLIX; but the big QSR brand stood out among the pack for its ability to be extremely likeable, informational and drive a sense of desire among consumers. The combination of the ad's lovable deal and strong message earned it the highest Ace Score of all Super Bowl brands – 706. The theme of emotion continued with the second-highest scoring ads. Budweiser and Coca-Cola both earned an Ace Score of 652 to join Snickers' humorous ad which, oddly enough, consumers also awarded a score of 652.

Watch all of the ads from Super Bowl XLIX - February 1, 2015

[video_playlist] *Definition: The Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. A unique sample of 500+ people, representative of the U.S. TV viewing audience scores each ad. The results are presented on a scale of 1–950, which represents scoring on creative attributes such as Persuasion, Likeability, Information, Attention, Change, Relevance, Desire and Watchability. This list represents the top 10 Super Bowl XLIX ads by Ace Score. The list is based on ads to have debuted during the beginning of Super Bowl game play through the final whistle on February 2, 2015. To be considered for the top 10 list, an ad must have achieved the minimum Attention threshold.