For the second consecutive year, Google Pixel emerged as the standout winner in the strategic advertising rankings, as revealed by Evanston-based Kellogg School of Management’s 20th Annual Super Bowl Advertising Review.
The tech giant’s ‘Javier in Frame’ spot captivated audiences and experts alike, showcasing the company’s prowess in delivering impactful messaging during one of the most-watched events of the year.
Mountain Dew’s ‘Having A Blast’ and Dove’s ‘Hard Knocks’ also secured top marks, demonstrating their ability to resonate with viewers and effectively convey their brand messages.
However, not all advertisers enjoyed a successful night. Brands like Home.com, Temu, and Squarespace received low grades from the Kellogg panel, failing to capitalize on the immense opportunity presented by the Super Bowl platform.
ALSO READ:
“Google Pixel has clearly figured out the formula to success for advertising in the Super Bowl,” said Derek Rucker, the Sandy & Morton Goldman professor of entrepreneurial studies in marketing and co-lead of the school’s Ad Review. “Once again the company was able to demonstrate a new technology that enhances the user experience, while also connecting with viewers in an unexpected, emotional way.”
The panel observed a trend towards relatable creative, a carefree tonality, and a focus on comedic relief among many brands. Dove, returning to the Super Bowl after an 18-year hiatus, impressed with its strong linkage to the brand’s purpose and impact through the Dove Self-Esteem Project.
Another standout was CeraVe, leveraging actor Michael Cera’s persona to cleverly align with the skincare line’s name, demonstrating the impactful synergy between celebrity endorsements and product benefits.
“It was a great year for advertising, and we saw very few brands miss the mark. Spots attracted attention with strong linkage, solid branding and utilized ‘celebrity wow’.” said Tim Calkins, clinical professor of marketing and co-lead of the school’s Ad Review.
Celebrity Wow
The allure of “celebrity wow” played a pivotal role for several brands during Super Bowl LVIII, as familiar faces took center stage to deliver their messages. Ben Affleck, Matt Damon, and Jennifer Lopez for Dunkin’, Beyoncé for Verizon, and Ice Spice for Starry, all made appearances as themselves, adding star power to the commercials. Additionally, ads from Booking.com, T-Mobile, and Mountain Dew strategically paired together costars from popular television shows, enhancing the appeal for viewers.
Amidst the commercial frenzy, candy and snack brands like Reese’s, Oreos, Doritos, and Ferrara’s Nerds seized the spotlight, each making their mark in the Super Bowl ad lineup. Professor Rucker noted, “These big household name brands have built such equity already that their advertising goals might not be as challenging as an emerging brand’s. They’re not paying to change someone’s mind; they’re doing it to stay top of mind.”
Expectations ran high for references to artificial intelligence (AI) and related tools, yet Microsoft was the sole company to prominently feature its AI companion, CoPilot. Squarespace, a technology powerhouse, returned with an ad that failed to resonate with the panel due to poor linkage and amplification of its product offering.
The perennial battle among beverage brands continued, with Michelob Ultra spotlighting soccer star Lionel Messi and actor Jason Sudeikis in a nod to the popular show Ted Lasso. Coors Light featured its iconic Chill Train with LL Cool J, while Budweiser banked on nostalgia with its signature Clydesdales, appealing to loyal consumers.
Although QR codes were anticipated, brands opted for a second screen experience, directing viewers to engage immediately with online or social media content. Verizon teased an imminent announcement from Beyoncé, leveraging the power of anticipation. Professor Calkins remarked, “Advertisers put together really thoughtful integrated campaigns that supplemented their during-the-game spots. Brands were strategic to ensure that the spot could stand on its own, which is what good advertising is all about.”
The overall grades are below:
The Kellogg School Super Bowl Advertising Review evaluates ads using the ADPLAN framework, focusing on Attention, Distinction, Positioning, Linkage, Amplification, and Net Equity. Celebrating its 20th anniversary, the event has become a revered tradition within the Kellogg marketing community, offering valuable insights into the evolving landscape of Super Bowl advertising.
For all of our Super Bowl coverage, click here.
Nominate Someone You know For The Reel Black List OR Reel Women
