ABSTRACT In the world of advertising, creativity is king. For at least fifty years, the Super Bowl has reigned as the industry’s annual showcase of creative commercials. This study explores consumer perceptions of television advertising creativity as reflected in the popular Super Bowl Ad Meter likeability scores. Specifically, are there any trends or patterns evident in likeability scores that shed light on emerging audience attitudes toward creativity? Analysis of likeability scores from 2013–2024 indicates that average ratings remain relatively constant. However, an intriguing trend appears with consistently decreasing variance among likeability scores year-on-year. This indicates growing homogeneity in advertising as the distinction between standout creativity and conformity grows more challenging to distinguish. Thus, a critical question for brands is: How can advertisers cut through and engage audiences? Recent Super Bowl favorites indicate potential formulas for success – humor, heartwarming narratives, and celebrity identities. As the advertising landscape evolves, future research should explore emerging opportunities to engage audiences and distinguish brands from a sea of sameness.