Under Panayiotou, last year Pfizer ran its first-ever Super Bowl ad, titled “Here's to Science.” Despite the hit in public perception, the 175-year-old company has continued to make money.

From a new look at Mission: Impossible - The Final Reckoning and Thunderbolts* to Dunkins' DunKings 2 movie and a heartwarming ad from Pfizer, there was a lot to enjoy during the Super Bowl.

The smartest campaigns right now aren’t just throwing out facts and hoping they stick; they’re using sound, emotion and cultural touchpoints to make them stick.