The Kellogg Bowl: 2018 Super Bowl Ad Review

Kellogg Super Bowl Ad Review 2017

Amazon wins at the 2018 Kellogg School Super Bowl Advertising Review

T-Mobile and Squarespace Fumble during the Game

EVANSTON, Ill., (Feb. 4, 2018) – Amazon was a big winner in strategic ad rankings with its "Alexa Loses Her Voice" ad in the 14th consecutive Kellogg School Super Bowl Advertising Review. Other brands that earned top marks include Mountain Dew, Doritos, Tide, Avocados from Mexico and Wendy's. On the flip side, Squarespace and T-Mobile received low grades for less effective advertising during this year's Super Bowl.

Winning plays. 6 research-based criteria for scoring the ad

On Super Bowl Sunday, Kellogg MBA students work side-by-side with two of Kellogg’s most widely respected marketing professors, Tim Calkins and Derek Rucker, to apply the strategic ADPLAN framework to evaluate an ad’s ability to build its brand against six critical criteria: Attention, Distinction, Positioning, Linkage, Amplification and Net Equity.
2018 Kellogg Super Bowl Ad Review Results

Meet the experts behind Kellogg Super Bowl Ad Review

The Kellogg School Super Bowl Advertising Review panel comprises Kellogg Marketing Club students, led by two of Kellogg’s most widely recognized marketing professors, Tim Calkins and Derek Rucker.
Tim Calkins

Tim Calkins

Clinical professor of marketing

Award-winning teacher, author and consultant on marketing strategy and branding to major corporations, Professor Calkins compiled the first Super Bowl Advertising Review in 1999 and launched it in its current format in 2005. About Super Bowl ads, he says, "Creativity is great, and popularity is great, but at the end the day advertising has to build the business."
Derek Rucker

Derek Rucker

Sandy and Morton Goldman Professor of Entrepreneurial Studies in Marketing

Co-developer of the ADPLAN framework, which emphasizes the assessment of advertising from a strategic perspective, Professor Rucker teaches advertising strategy and is frequently cited in major media outlets. He focuses his research on understanding what makes effective advertising communications and the motives underlying consumer consumption.


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

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