Top agency executives weigh in on the smartest, most impactful and effective commercials to reach Super Bowl LIX viewers as Eagles and Chiefs face off.

Budweiser broke out the Clydesdales to win USA TODAY Ad Meter 2025, the ninth time the brand has claimed the prize as the Super Bowl's best commercial. The beer brand brought back the beloved horses in its spot titled "First Delivery," featuring a foal's journey to deliver a keg to claim the contest for the first time since 2015.