The Kellogg Bowl: 2022 Super Bowl Ad Review

Kellogg MBA students and professors at the Global Hub participating in the Super Bowl Ad Review

Uber Eats wins at the 2022 Kellogg School Super Bowl Advertising Review

Salesforce and Toyota Fumble during the Big Game

EVANSTON, Ill., (Feb. 13, 2022) – Uber Eats is a big winner in strategic ad rankings with their spot featuring Jennifer Coolidge, Trevor Noah, Gwyneth Paltrow and Nick Braun from “Succession,” in the 18th consecutive Kellogg School Super Bowl Advertising Review. Other brands that earned top marks included Planters, Google Pixel 6, and Doritos, continuing its legacy of creativity while linking back to its recognizable product. Not all advertisers had a winning night, including Salesforce, which received low grades during this year's Super Bowl for fumbling on effectiveness and linkage back to the brand.


Kellogg Super Bowl Ad Review - ADPLAN

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

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.

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