The victory was secured with their emotionally resonant and technologically innovative ‘Javier in Frame’ commercial. Close on its heels were Mountain Dew with ‘Having A Blast’ and Dove’s ‘Hard Knocks,’ both of which also garnered high praise for their advertising acumen.
Derek Rucker, the Sandy & Morton Goldman professor of entrepreneurial studies in marketing and co-lead of the Ad Review at Kellogg, highlighted Google Pixel’s repeated success. “Google Pixel has masterfully crafted a formula that not only showcases new technology but also connects deeply with viewers on an emotional level,” he observed.
This year’s Super Bowl commercials largely featured relatable content, a lighthearted tone, and a significant lean towards humor. However, not all brands hit the mark. Homes.com, Temu, and Squarespace were among those that failed to make a significant impact, with the Kellogg panel assigning them lower grades. Homes.com, in particular, aired three commercials during the game but did not manage to communicate a compelling benefit, leading to its poor rating.
One of the night’s highlights was Dove, which made a remarkable return to the Super Bowl after an 18-year break last year. The brand continued to impress by aligning closely with its core mission and values, spotlighting the Dove Self-Esteem Project and the importance of body confidence. CeraVe, featuring actor Michael Cera in a clever play on his name, demonstrated the power of celebrity endorsements in enhancing brand visibility without overshadowing the product’s benefits.
Tim Calkins, clinical professor of marketing and co-lead of the Ad Review, commented on the overall quality of this year’s Super Bowl ads. “The advertising game was strong this year, with most brands successfully leveraging celebrity appeal, ensuring brand connectivity, and maintaining solid branding throughout their spots,” he said.
The Kellogg School Super Bowl Advertising Review employs an academic framework known as ADPLAN to assess the strategic effectiveness of Super Bowl commercials. This methodology evaluates ads based on six key criteria: Attention, Distinction, Positioning, Linkage, Amplification, and Net Equity. Celebrating its 20th anniversary this year, the Kellogg School’s Super Bowl Ad Review has become a revered and longstanding tradition within the marketing community at Kellogg.
