Google Pixel has once again emerged as the clear winner in this year’s Super Bowl ads, securing its reign for the second consecutive year with its commercial titled ‘Javier in Frame’. This was revealed by the 20th Kellogg School Super Bowl Advertising Review, conducted by Northwestern University’s business school.
While Google Pixel stole the show, other brands also received top marks for their high-priced Super Bowl ads. Mountain Dew’s ‘Having A Blast’ and Dove’s ‘Hard Knocks’ also impressed viewers. However, not all advertisers had a successful night. Homes.com, Temu, and Squarespace failed to make an impact and received low grades in the Kellogg review.
Google Pixel’s advertising strategy excels in both showcasing new technology to enhance the user experience and establishing emotional connections with viewers. According to Kellogg School Professor of Entrepreneurial Studies in Marketing, Derek Rucker, Google Pixel has cracked the code for success in Super Bowl ads.
Overall, this year’s ads presented relatable and lighthearted content with an emphasis on comedy. Many brands effectively utilized this approach and garnered positive reviews from the panel. However, some brands missed the mark and failed to capitalize on the opportunity and investment of the Super Bowl advertising platform. For example, Homes.com aired three spots during the game but fell short in delivering a compelling message.
Among the standout ads, Dove was praised for its strong alignment with the brand’s purpose and impact. The ad raised awareness about the Dove Self-Esteem Project and promoted body confidence. CeraVe also made an impact by featuring actor Michael Cera and cleverly incorporating his name into the skincare line’s name. This demonstrated the effectiveness of using celebrity appearances in ads without overshadowing the product’s benefits.
According to Tim Calkins, Professor of Marketing at the Kellogg School, this year’s advertising showcased effective branding, strong messaging, and successful utilization of celebrity endorsements. Well-known figures such as Ben Affleck, Matt Damon, Jennifer Lopez, Beyoncé, and Ice Spice contributed to the success of various brands’ ads.
While popular brands like Reese’s, Oreos, Doritos, and Ferrara’s Nerds made appearances, Professor Rucker noted that their goals were different from those of emerging brands. These established brands aimed to maintain their top-of-mind position rather than change consumers’ opinions.
In conclusion, Google Pixel continues its dominance in Super Bowl ads with its ‘Javier in Frame’ commercial. However, other brands also made a significant impact with their relatable and humorous content, effectively leveraging celebrity endorsements.
The source of the article is from the blog lokale-komercyjne.pl