School marketing team calls the shots in Super Bowl ad game
Tim Calkins and students critique best, worst commercial spots
in annual football extravaganza
the Pittsburgh Steelers celebrated their Super Bowl XL victory,
some advertisers were celebrating a victory of their own.
Dove scored the highest among students and faculty ranking
ads during the Feb. 5 Kellogg School Super Bowl Advertising
Super Bowl continued to attract top advertisers this year,"
said Kellogg School Clinical Associate Professor of Marketing
Calkins, who spearheaded the review. "As always, some
brands came through as obvious winners, because they met the
mark on key factors such as branding, strength and creativity.
There were also advertisers that fell short."
Super Bowl XL, companies paid up to $2.6 million for a 30-second
chance to debut innovative commercials before America's largest
audience. For the second year, marketing faculty and members
of the Kellogg Marketing Club convened in Evanston to watch
the event, rate the advertisers on a series of predetermined
criteria and produce a final ranking of the most – and
least – successful efforts from this year's Super Bowl.
Kellogg School review panel awarded a grade of "A"
to six advertisers: Budweiser/Bud Light, CareerBuilder.com,
Diet Pepsi, Dove, MasterCard and Michelob. Dove was the highest-ranked
advertiser, followed by CareerBuilder.com. "The Dove
spot was not a typical Super Bowl commercial, but it really
broke through," said Calkins, a member of the Kellogg
faculty since 1998. "CareerBuilder.com continued with
the chimps campaign launched at last year's Super Bowl, but
they strengthened delivery of the core message – CareerBuilder.com
has more jobs." Bud Light's "Magic Fridge"
ad was the strongest individual spot on this year's Super
FedEx, Ford, Sharpie and Sprint all earned "B" grades
from the Kellogg reviewers.
panel had significant concerns about the advertising efforts
for the lowest-ranked advertisers: Emerald Nuts, Fidelity,
GoDaddy.com, Motorola and Nationwide. The students felt these
ads did not break through creatively, or featured unclear
messaging or branding.
35-member panel ranked each advertiser based on these criteria:
breakthrough, branding, likeability and persuasiveness.
review offers yet another way for Kellogg to demonstrate its
thought leadership, said Dean Dipak
Kellogg Marketing Department is highly esteemed and has generated
pathbreaking research in its discipline," said Dean Jain.
"With initiatives such as the Kellogg Advertising Review,
we continue to seek innovative ways to share our knowledge
by bringing students and faculty together, as partners, to
co-create valuable insights that link theory and practice."