The Secrets to Successful Super Bowl Ads

Advertisers pay millions to be in the big game, plus what makes the best ads so memorable.
3:00 | 02/03/14

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Transcript for The Secrets to Successful Super Bowl Ads
And finally tonight, the other winners of the big game. After everyone weighed in on their favorite super bowl ad, the puppy and the horse trounced the rest. And so, we wanted to know, how did they do that? ABC's nick watt does the detective work. Reporter: By a country mile, this won best commercial of the night, just music and animals. No talking. None. A puppy and a clydesdale are best buddies. The dog gets adopted. But the horse brings him home. I hate to break it to you, it's not actually a true story. And they used 8 dogs and 17 horses. Each was taught one trick. A horse was trained to nuzzle a stuffed bunny. And a puppy was trained to do the same. With a lot of treats, they did it for real. By the way, they're advertising beer. The ads seem to be a bit more soft and fuzzy than they have in the past. Absolutely. This year people really wanted to feel reassured about their country, their fathers and even their animals. This is a time when people are really unsure about where the economy is going. Reporter: How do we know what played well? Because guys like Sean muller tracked everything. Logging every online view and social media comment. Breaking them down, male and female. Positive and negative. The number two commercial, another bud offering, following a homecoming hero. Much like with the seahawks, Budweiser just dominated this game. Reporter: And then, there was coke. ♪ For beautiful ♪ Reporter: "America the beautiful," sung in multiple languages, spawned millions of tweets. Some outraged that the song wasn't all in English. Reporter: And a lot of pride in a melting pot nation, including a tweet from the vice president. From patriotism, to puppy dogs, the key to a winning super bowl commercial is less about pushing products. More about pulling heart strings. Nick watt, ABC news, New York.

This transcript has been automatically generated and may not be 100% accurate.

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