The Kellogg Bowl: 2018 Super Bowl Ad Review
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.
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."
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
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.
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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Kellogg continues to write the book on marketing and branding. Learn how to put our world-class thought leadership and real-world insights to work in your company.