The product: SoFi loans

The premise: Some people are great. Other people are not. Identifying characteristics cannot be seen by the naked eye. Somehow, this relates to getting a low rate on a loan.

The punchline: We're still scratching our heads over here. Apparently, we can only find out if we're great at Sofi.com, where we'll be greeted by… this puzzling ad.

The verdict: It's hard to call this one effective, unless you already had your heart set on a loan from SoFi.

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Super Bowl 50: Complete coverage

Watch the 2016 Super Bowl commercials