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Results

The 2016 Super Bowl commercial winners

On Sunday, February 7, 2016, in real time, a panel of Kellogg MBA students evaluated the Super Bowl 50 advertisements against rigorous, business-focused criteria to determine which ads are the most effective in building the brand. Here are the final results, including an analysis of the clear winners and the also-rans.

2016 Results
A
Audi

Budweiser

Doritos

T-Mobile

Toyota

TurboTax
B
Advil

Amazon

Colgate

Dollar Shave Club

Fit Bit

GoPro

Heinz

Hyundai

Jeep

Kia

Mini Cooper

Marmot

PayPal

Quicken Loans

Schick

Shock Top

Snickers

Subaru

Taco Bell

Wix.com
C
Axe

Avocados from Mexico

Butterfingers

Coca Cola

Death Wish Coffee

Honda

Michelob

Mobile Strike

Mountain Dew

OIC

Pepsi

Pokemon

Skittles

Weather Tech

Xifaxan
D
Acura

Apartments.com

Buick

Jublia

LG

Persil

SoFi

SunTrust
F
Squarespace

Toyota Scores Big at the 2016 Kellogg School Super Bowl Advertising Review

Squarespace, LG and Acura Fumble during the Big Game

EVANSTON, Ill., (Feb. 7, 2016) – Toyota Prius led the strategic rankings with its “The Longest Chase” ad in the 12th consecutive Kellogg School Super Bowl Advertising Review. Other brands that earned top marks include Budweiser, T-Mobile, Doritos, Audi and TurboTax. Squarespace, LG and Acura received low grades for less effective ads.

“Toyota’s Prius was a clear winner in this year’s Super Bowl because it kept our attention, had strong linkage to the brand and showcased its benefits,” said Derek D. Rucker, Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing at Kellogg School of Management at Northwestern University. “On the other hand, Squarespace ranked at the bottom of our Ad Review for the second year in a row. This is not a surprise as our panel found it both confusing and lacking a clear point of difference.”

Many advertisers included humor or upbeat themes with only a few exceptions including Colgate, SunTrust and Audi.

“While many advertisers played it safe, our panel found most of the overall advertising worked well with strong branding and many companies communicated a clear point of difference,” said Tim Calkins, Clinical Professor of Marketing at Kellogg School of Management at Northwestern University, who also leads the Review. The Kellogg School Super Bowl Advertising Review uses a strategic academic framework known as ADPLAN to evaluate the effectiveness of Super Bowl spots. The acronym instructs viewers to grade ads based on Attention, Distinction, Positioning, Linkage, Amplification and Net equity.

“As a student, getting to participate in Kellogg’s Super Bowl Ad Review was a great experience to apply what we’ve learned in class,” said Courtney Firestone, one of the 69 Kellogg MBA students who participated in the Ad Review panel.



2015 Results

2014 Results

2013 Results

2012 Results

2011 Results

2010 Results

2009 Results

2008 Results

2007 Results

2006 Results

2005 Results

Contact:

Taryn Tawoda
Assistant Director, External Communications Email Taryn 847.467.1492
Molly Lynch
External Communications Email Molly 773.505.9719

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