VW Darth Vader certainly was leading in emotional connections on Super Bowl Sunday. Positive sentiment was at that time 31.1%, far stronger than any other Ad. This level of emotional connection is what persuaded a higher level of sharing.
Chrysler’s ad was wonderfully engaging for the Super Bowl audience, faring more than 32,000 tweets. The Ad disrupted a negative perception and challenged viewers to rethink Chrysler and Detroit. Still, this may not have stirred enough emotion, with a 16.5 % positive sentiment, to provoke higher levels of sharing.