Every year at the conclusion of the Super Bowl, Zappi conducts a real-time analysis of the ads, generating a robust report on which commercials performed well, which missed the mark, and the lessons marketers can learn from both.

Zappi CMO Nataly Kelly joined the On Scope team in ANA Studios to breakdown this year’s analysis, covering all the key takeaways from Super Bowl LX’s slate of ads. Along with host Mike Berberich, Nataly covers which commercials were the best performing across key categories, what this year’s batch of winning ads all have in common, and what brand marketers can learn from another, lesser known tentpole marketing moment that is historically much more effective at connecting with consumers.

On “This Week in ANA Magazine,” Mike and ANA Magazine editor Matthew Schwartz discuss a new article on emerging trends within brand-celebrity partnerships. The duo outlines how the traditional model of celebrity endorsements has been completely upended, what the new model looks like, and how brand marketers of all kinds can apply these lessons to their own efforts.

We all love a great Super Bowl spot. But on Monday morning, the question is simple: How does this build the brand? The ANA Brand Practice helps you turn creative moments into measurable brand growth, with practical tools, research, and brand leaders who’ve been there. Explore all the resources available to you by visiting www.ana.net/brand.

The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.