February 12, 2025 – Reese’s “Don’t Eat Lava” is the most mouth-watering ad from Super Bowl LIX, according to new data supplied by creative effectiveness platform DAIVID.
DAIVID – an AI platform that helps marketers by predicting the effectiveness of their creative at scale – analysed the emotional responses to all the spots shown during this year’s Big Game to see which brands generated the most intense feelings of craving.
Reese’s “Don’t Eat Lava” – a silly 30-second ad which features people who have fallen in love with Reese’s new Chocolate Lava Big Cup so much that they try to eat actual lava – came top after it was found to be three times more likely to make viewers’ mouths water than the US average.
That put it just ahead of NERDs’ “Shaboozey”, which was 233% more likely to make viewers crave the product. Despite having the word “craving” in the name, Uber Eats’ “Century of Cravings” was third. Taco Bell’s “The Fans” and Pizza Hut’s “The Ultimate Hut Bundle” make up the rest of the top 5.
Top 5 Most Mouth-Watering Super Bowl LIX Campaigns
| RANK | BRAND | CAMPAIGN | % of people who felt intense Craving | Vs US norm |
| 1. | Reese’s | “Don’t Eat Lava” | 15.3% | +303% |
| 2. | NERDS | “Shaboozey” | 12.6% | +233% |
| 3. | Uber Eats | “Century of Cravings” | 12.2% | +221% |
| 4. | Taco Bell | “The Fans” | 10.9% | +188% |
| 5. | Pizza Hut | “The Ultimate Hut Bundle” | 10.8%. | +186% |
1.Reese’s – Don’t Eat Lava
The 30-second clip generates strong feelings of craving and amusement throughout. But cravings spike when the ad mentions that the new Chocolate Lava Big Cup has a “a delicious layer of chocolate lava”. Purchase intent also spikes at the same time. The following scene, where a man is seen trying to eat lava and saying “that looks delicious” also drives a surge in positive emotions, particularly amusement.
>> Amusement – 47% above US average
>> Correct brand recall – +35%
>> Purchase intent – +20%
2. NERDS – Shaboozey
Feelings of craving build progressively throughout the ad, which features rapper and singer Shaboozey and a group of giant cartoon gummy and cartoon nerd creatures playing trumpets and music. It spikes at the end, coinciding with the branding, product description/name and visuals of Shaboozey eating the offering.
>> Attention in final three seconds – +8% above norm
>> Purchase intent – +10%
>> Correct brand recall – +31%
3. Uber Eats – “Century of Cravings”
A shot of Matthew McConaughey holding a chicken wing drives the strongest craving of the video.
>> Purchase intent – +23% above norm
>> Amusement – +53%
>> Nostalgia – +29%
>> Surprise – +27%
4. Taco Bell – “The Fans”
The strongest surge of craving coincides with the Taco Bell branding being introduced.
>> Amusement – +31% above norm
>> Nostalgia – +35%
>> Correct recall – +31%
>> Purchase Intent – +26%
>> Recommend product — +17%
5. Pizza Hut – “The HUT BUNDLE”
Both craving and purchase intent have their strongest surges in response to the key words “medium pizzas” and “flavour of wings”.
>> Purchase Intent – +13%
>> Correct Recall – +26%
>> Amusement – +26%
>>Satisfaction – +44%