Google Pixel Takes Top Honors in Kellogg School’s Super Bowl Ad Review for Second Consecutive Year
- febrero 12, 2024
- Advertising, English
- Written by Sam Davis
For the second year running, Google Pixel has emerged as the standout performer in the realm of strategic advertising, clinching the top spot at the 20th Kellogg School of Management Super Bowl Advertising Review.
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.
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.
