Google Pixel Wins For Second Year In A Row At The 2024 Kellogg School Super Bowl Advertising Review

By Author: James Colin
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With its 'Javier in Frame' commercial, Google Pixel won the 20th Kellogg School of Management Super Bowl Advertising Review for the second year in a row. In addition to Google Pixel, two other noteworthy advertisements were "Having A Blast" by Mountain Dew and "Hard Knocks" by Dove, both of which received high ratings in the rankings for strategic advertising. But not all Super Bowl advertisements were successful this year; companies like Home.com, Temu, and Squarespace scored poorly.

Google Pixel's success, in the opinion of Derek Rucker, the Sandy & Morton Goldman professor of entrepreneurial studies in marketing and co-lead of the Ad Review, can be traced to its capacity to present cutting-edge technology while forming an emotional bond with viewers. The audience was unexpectedly drawn in by the company's effective demonstration of how their technology improves user experience.

In general, the panel noted that a lot of brands used approachable creative approaches that prioritized humorous relief and had a casual tone. Even so, some businesses failed to live up to expectations despite large expenditures. ...
... For example, Homes.com ran three commercials during the game, but the company was unable to provide a compelling advantage, therefore the Kellogg panel gave it a low rating.

Even with the difficulties encountered by certain advertisers, several advertisements stood out more than others. After an 18-year absence, Dove made a triumphant return to the Super Bowl, impressing the panel with its robust connection to the brand's mission and influence, especially in fostering body confidence via the Dove Self-Esteem Project. Another standout was CeraVe, which used actor Michael Cera's last name to establish a memorable connection with the skincare range. This example showed how well celebrity endorsements work when they are skillfully combined with the advantages of the product.

Tim Calkins, clinical professor of marketing and co-head of the Ad Review, claims that very few brands failed to make an impression on consumers this year in the advertising world. Strong branding, effective connection, and the utilization of celebrity endorsements to create a "wow" factor are what made successful advertisements stand out.

The strategic efficacy of Super Bowl advertisements is assessed by the Kellogg School Super Bowl Advertising Review using the ADPLAN academic methodology. Based on Attention, Distinction, Positioning, Linkage, Amplification, and Net Equity, this approach evaluates advertisements. As the review celebrates its 20th anniversary, it remains a cherished tradition in the Kellogg marketing community, providing valuable insights into the evolving landscape of advertising effectiveness during one of the biggest events in the industry.

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