It’s the annual American festival of culture and creativity; Super Bowl 2022. This year is Crypto Bowl; the turn of crypto giants who’ve enjoyed rapid growth in a lockdown world. Before we get too excited, a Super Bowl spot is no guarantee of success for an emerging brand or category. It would be too easy to label the Super Bowl spot as being an extravagant, over priced money hole. In 2021, Kantar tested 90+ Super Bowl ads, ranking them as Poor, Average or Strong based on creative effectiveness.