The Kellogg Bowl: 2020 Super Bowl Ad Review

Kellogg Super Bowl Ad Review 2017

Amazon wins at the 2020 Kellogg School Super Bowl Advertising Review

Hard Rock and Squarespace Fumble during the Big Game

EVANSTON, Ill., (Feb. 2, 2020) – Amazon is a big winner in strategic ad rankings with its “#BeforeAlexa” ad in the 16th consecutive Kellogg School Super Bowl Advertising Review. Other brands that earned top marks include Facebook, Cheetos, Hyundai, T-Mobile and Google. Not all advertisers had winning spots, Pringles, Squarespace and Hard Rock received low grades for less effective advertising during this year’s Super Bowl.

Super Bowl Advertisers Line Up for the Big Game Day – Kellogg School of Management Professors Available for Interviews

Kellogg School Professors and Students Rank Brands in the School’s 16th Super Bowl Ad Review

The biggest game in football is the biggest night in advertising – the Super Bowl. This year, the majority of ad spots are sold out and brands such as Avocados from Mexico and TurboTax are estimated to be paying $5.6 million for a 30-second spot on Super Bowl Sunday, Feb. 2, 2020. Leading up to, during and after the big game, professors at Kellogg School of Management at Northwestern University are available to comment on the ads, trends and what we can expect from this year’s Super Bowl ads.

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.

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.

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Haley Robinson
External Communications Email Haley 847.467.7809