EVANSTON, Ill., February 12, 2024 /PRNewswire/ — Google Pixel once again emerged as the winner in the strategic advertising rankings at the 20th Kellogg School of Management Super Bowl Advertising Review with their ad “Javier in Frame.” Other brands that received high ratings were Mountain Dew with their ad “Having A Blast” and Dove with their ad “Hard Knocks.” Unfortunately, not all advertisers were able to have a successful evening, including Homes.com, T-Mobile, and Squarespace, which received low ratings during this year’s Super Bowl.
“Google Pixel has definitely discovered the formula for success in advertising during the Super Bowl,” said Derek Rucker, Sandy & Morton Goldman Professor of Entrepreneurship at the Kellogg School of Management and co-leader of the advertising review. “Once again, the company was able to showcase new technology that enhances the user experience while capturing viewers in an unexpected and emotional way.”
The entire group of experts noticed that many brands focused on creativity that showcased relationships and had a lighthearted tone, with a focus on comedic entertainment. However, some brands missed a tremendous opportunity and a million-dollar investment, just like Homes.com, which aired three ads during the game but failed to convey compelling benefits, resulting in a low rating from the Kellogg panel.
Among the favorite ads was Dove, which returned to the Super Bowl this year after an 18-year hiatus. The brand impressed the panel with a strong connection to their purpose and brand impact, increasing awareness of the Dove Self-Esteem Project and body confidence. Another favorite was CeraVe, featuring actor Michael Cera and a unique play on his name, which is similar to the name of the skincare line, demonstrating how a celebrity endorsement can be influential without overshadowing the product’s benefits.
“It has been a great year for advertising, and very few brands missed the mark. The ads grabbed attention through strong connection, solid branding, and the ‘wow’ factor associated with celebrities,” said Tim Calkins, Clinical Professor of Marketing and co-leader of the advertising review.
The Kellogg School Super Bowl Advertising Review uses an academic framework known as ADPLAN to evaluate the strategic effectiveness of Super Bowl ads. The acronym helps assess ads in terms of attention, distinction, positioning, linkage, amplification, and net equity. This year’s event marked the 20th anniversary of this experimental event, which has become a beloved tradition in the Kellogg marketing community.
CONTACT: Haley Robinson, [email protected]
SOURCE: Kellogg School of Management
Questions about Super Bowl advertising rankings:
1. Which brands received high ratings in this year’s Super Bowl advertising rankings?
2. What rating did Homes.com, T-Mobile, and Squarespace receive?
3. How did Google Pixel achieve advertising success during the Super Bowl?
4. What characteristics defined most of the ads during the Super Bowl?
5. What benefits did Dove convey to the panel in their ad?
6. What characteristics captured attention in CeraVe’s ad?
7. What method does the Kellogg School Super Bowl Advertising Review use to evaluate ads?
8. How many years has this event been taking place?
9. How can Haley Robinson be contacted for additional information?
10. What is the source of information regarding the Super Bowl advertising rankings?
The source of the article is from the blog japan-pc.jp