Super Bowl XLIX is offi­cial­ly in the record books. As the ad indus­try breathes a col­lec­tive sigh of relief and slow­ly emerges from its social media war rooms to con­front the rest of the year, Momen­tol­ogy has sur­veyed the inspi­ra­tion-filled, dad-packed, shock­ing, depress­ing, dis­ap­point­ing, dou­ble-take-caus­ing 2015 Super Bowl ad land­scape to dis­sect which brands pro­vid­ed the most mem­o­rable moments to mil­lions of cap­tive view­ers. Here’s our take on which brands stood out – and why.

Biggest Surprise: Fiat and Supercell

Elec­tron­ics retail­er Radio Shack had a sur­prise hit on its hands last year with its homage to the ’80s that left every­one buzzing. This year, there were two dark hors­es.

Ital­ian automak­er Fiat cer­tain­ly had a sur­prise win­ner on its hands with its slight­ly risqué spot The Fiat Blue Pill. The ad was ranked third over­all, with an aver­age rat­ing of 6.9 out of 10, per USA Today’s Ad Meter, in which 7,000 con­sumer pan­elists rat­ed each of the 61 Super Bowl XLIX com­mer­cials on a scale of 1 to 10.

The 60-sec­ond spot, which could per­haps even be con­sid­ered a cross-pro­mo­tion­al effort for the lit­tle blue pill it fea­tures, takes a humor­ous look at how the new 500X crossover mod­el got so pow­er­ful. The YouTube video has 360,000 views and the hash­tag #500X gen­er­at­ed about 1,100 tweets in 24 hours, per social search and ana­lyt­ics firm Top­sy.

Anoth­er unex­pect­ed hit came from game devel­op­er Super­cell, which is the com­pa­ny behind the game Clash of Clans. It enlist­ed the help of action star Liam Nee­son in its Revenge spot and not only does the YouTube video have 8.6 mil­lion views and count­ing, it also ranked 17th among Super Bowl ads over­all with an Ad Meter rat­ing of 6.1.

Best Repurposed Content: Always

Proc­ter and Gam­ble fem­i­nine hygiene brand Always had a viral hit on its hands when it first released its #LikeA­Girl video in June 2014 to “[kick] off an epic bat­tle to make sure that girls every­where keep their con­fi­dence through­out puber­ty and beyond, and [make] a start by show­ing them that doing it #LikeA­Girl is an awe­some thing.”

The orig­i­nal spot has 54.5 mil­lion views.

The brand cut down the 3‑minute spot for Super Bowl XLIX and had anoth­er win­ner. The abbre­vi­at­ed ver­sion was ranked the num­ber two ad over­all by Ad Meter and had an aver­age score of 7.1.

In addi­tion, the hash­tag #likea­girl gen­er­at­ed 272,000 men­tions in 24 hours, per Top­sy.

In addi­tion, Twit­ter says Always was the sec­ond most talked about brand on the net­work dur­ing the game with 455,695 men­tions.

Best of the Inspirational Content: Microsoft and McDonald’s

Of the many brands that embraced inspi­ra­tional mes­sag­ing in 2015, a few stood out.

Microsoft’s Bray­lon spot, which is part of the brand’s #empow­er­ing video series that “[cel­e­brates] empow­er­ing sto­ries of peo­ple who achieve their goals, helped in part by Microsoft tech­nol­o­gy,” was rat­ed the fourth ad over­all with a score of 6.7, per Ad Meter. Fur­ther, the hash­tag #empow­er­ing gen­er­at­ed 13,000 tweets in 24 hours, accord­ing to Top­sy.

McDonald’s, too, struck a chord with its Pay with Lovin’ spot, which ranked 10th with a score of 6.5 from Ad Meter. It also has 2.9 mil­lion views as of Feb­ru­ary 2.

What’s more, TV adver­tis­ing ana­lyt­ics firm Ace Metrix gave the McDonald’s spot an Ace Score, or a met­ric that exam­ines per­sua­sion and watch­a­bil­i­ty, of 704 and tweet­ed, “We’re think­ing @McDonalds’ ad will be the one to beat.”

And, per Twit­ter, McDonald’s was the most talked about brand this year with 634,310 men­tions dur­ing the live win­dow of the game.

It is also notable that Coca-Cola was no slouch in the inspi­ra­tion depart­ment with its anti-web-bul­ly­ing #MakeI­tHap­py spot, which Ad Meter rat­ed eighth over­all with a score of 6.5. The YouTube ver­sion has 2.6 mil­lion views and the hash­tag spurred 102,000 men­tions in 24 hours, accord­ing to Top­sy.

Best of Dadvertising: Toyota

Of all the dad ads, Toy­ota’s My Bold Dad ranked high­est per Ad Meter, com­ing in at sev­enth over­all with a rat­ing of 6.6. On YouTube itself, the ad has about 100,000 views and the hash­tag #OneBold­Choice, which was asso­ci­at­ed with Toyota’s broad­er cam­paign, had about 5,600 men­tions in 24 hours, per Top­sy.

Nis­san’s 90-sec­ond #with­dad spot was close behind at ninth on Ad Meter’s list with a score of 6.5. It has 1.4 mil­lion views and the hash­tag has about 22,000 men­tions.

Dove Men+Care, which also went to the dad well in its #Real­Strength spot, was ranked 13th over­all by Ad Meter.

Best of the Typical Fare: Bud Light

Bud Light also scored big with its Coin spot fea­tur­ing “a real-life game of Pac­Man [for] one Bud Light fan who was #UpFor­What­ev­er.” It ranked 16th over­all, accord­ing to Ad Meter, and has 14.2 mil­lion views.

Per YouTube, this Super Bowl spot was the platform’s sec­ond most pop­u­lar this year, behind only Budweiser’s Lost Dog.

And, accord­ing to Viral Video Charts, the spot had a true reach of near­ly 5 mil­lion as of Jan­u­ary 30.

Best at Bumming Out Viewers: Nationwide

After teas­ing a quirky and fun spot with writer/actress Mindy Kaling and the hash­tag #Invis­i­ble­Mindy, Nation­wide deliv­ered a pay­off in the form of spokesman Matt Damon in Invis­i­ble, which Ad Meter ranked 21st over­all with a score of 5.9.

Fur­ther, Kaling her­self tweet­ed a pho­to of the self­ie she took with Damon from her own Twit­ter account in a post that gen­er­at­ed 14,000 retweets and 33,000 favorites.

From there, how­ev­er, the insur­ance brand took a decid­ed­ly dark­er turn in its Make Safe Hap­pen spot, which focused on pre­ventable acci­dents as the lead­ing cause of child­hood deaths. It has about 1.5 mil­lion views and the #make­safe­hap­pen hash­tag spurred 5400 men­tions, but the heavy theme didn’t go over well with foot­ball-watch­ing con­sumers, who ranked it 46th on Ad Meter with an aver­age score of 4.8.

Best Surprise Cameo: Esurance

Poor Lind­say Lohan. She just can’t win.

Lohan’s spot for insur­ance brand Esurance was a humor­ous but for­get­table one, while actor Bryan Cranston’s sur­prise re-appear­ance as meth king­pin Wal­ter White in the brand’s sec­ond spot, Say My Name, was third on Ad Meter’s list of the Most Under­rat­ed Super Bowl com­mer­cials of 2015 and was ranked 24th over­all with score of 5.7.

Inter­est­ing­ly, Cranston’s for­mer co-star, Aaron Paul, did voiceover work for Weight Watch­ers’ first Super Bowl com­mer­cial, which includ­ed per­haps a more sub­tle nod to the role that rock­et­ed him to fame along­side Cranston. Ad Meter ranked it 41st.

Best “Real-Time” Campaign: Chevy

Amer­i­can auto brand Chevy fooled a lot of view­ers into think­ing their TVs had gone out in a spot meant to ham­mer home a point about built-in 4G LTE Wi-Fi in its Col­orado mod­el. Ad Meter rat­ed it 39th over­all with a score of 5.1.

Biggest Carbon Copies: Budweiser and Jeep

Bud­weis­er had anoth­er big win­ner in recy­cling the pup­py theme from its huge 2014 hit, Pup­py Love, in 2015’s #Best­Buds, which was Ad Meter’s top ad over­all this year and received an aver­age rat­ing of 8.1. That gives Bud­weis­er the best over­all ad for the third year in a row, Ad Meter says.

It seems con­sumers haven’t tired of the con­tent as the sec­ond spot has an impres­sive 21 mil­lion views to date and count­ing. And, per Twit­ter, with near­ly 372,000 men­tions dur­ing the live game win­dow, Bud­weis­er was the third most-talked-about brand on Twit­ter on Feb­ru­ary 1. In addi­tion, Jeep’s 90-sec­ond Beau­ti­ful Lands spot was sim­i­lar to Coke’s #Amer­i­cathe­Beau­ti­ful ad last year and The North Face’s Your Land spot. But it still res­onat­ed with Super Bowl view­ers, rank­ing 15th with a score of 6.1, Ad Meter says.

Biggest Super Bowl Ad Hangover: Jublia

Hop­ing to cap­ture the atten­tion of the 1 in 10 Amer­i­cans who suf­fer from toe­nail fun­gus, Jublia made a big play in the 2015 game with its Tack­le It spot, but it was ranked the sec­ond worst ad over­all by Ad Meter with a score of just 3.2 and only 3,700 views on YouTube.

In oth­er words, the Super Bowl’s first-ever toe­nail fun­gus spot came in 60th out of 61 ads and, in the clear light of day, Valeant exec­u­tives may well wish they had allo­cat­ed that $4.5 mil­lion dif­fer­ent­ly.

What do you think was most mem­o­rable about the Super Bowl ads this year?