Super Bowl

Making Sense of Kia’s Curious Super Bowl Ad

20 Feb , 2019  

Over the past two weeks I’ve been talking a lot about the Super Bowl ads. I hosted a webinar with my colleague Derek Rucker, did television interviews on NBC, ABC, and Fox, and talked with radio stations from San Diego to Memphis to Boston. As I’ve considered the ads, I’ve become more and more interested […]

Super Bowl

Kellogg Super Bowl Ad Review 2019 Results

4 Feb , 2019  

Super Bowl LIII won’t go down in history as a thrilling football game, but at least the advertisers came through with some excellent spots. The big theme this year was technology: the tech giants came out in force, with Amazon, Microsoft and Google all running spots. More notable, a series of Super Bowl ads featured […]

Super Bowl

The Super Bowl Frenzy Begins

28 Jan , 2019  

Welcome to the biggest week of the year for marketers in the United States. The Super Bowl is coming right up. Over the next several days, we will see some of the world’s largest and most talented companies roll out Super Bowl campaigns costing millions of dollars. It is worth paying attention; you can learn […]

Super Bowl

The Kellogg Super Bowl Ad Review: 2018 Results

6 Feb , 2018  

The Super Bowl remains marketing’s biggest event. Nothing comes even close in terms of reach, attention and price. Once again this year, a panel of MBA students gathered at Northwestern University’s Kellogg School of Management to strategically evaluate the Super Bowl ads. The group hunkered down to assess the ads for effectiveness—not just entertainment—with a critical question […]

Super Bowl

The Super Bowl Telecom Battle

28 Jan , 2018  

The Super Bowl is less than a week away. The football game should be interesting. Can Tom Brady and the Patriots once again take the prize? The advertising should be even more interesting. One category to watch in particular: Telecom. Last year, T-Mobile and Sprint both attacked Verizon. The Sprint ad featured a fellow faking […]

Super Bowl

The 2018 Kellogg Bowl

22 Jan , 2018  

The Super Bowl is fast approaching. On February 4, more than one hundred million people will congregate at Super Bowl parties to watch both the football and the advertising. On the part of advertisers, they will spend $5 million or more for each thirty second spot to reach the huge audience. If history is any […]

Super Bowl

2017 Kellogg Super Bowl Advertising Review Results

6 Feb , 2017  

By Tim Calkins and Derek D. Rucker Visit the Kellogg Super Bowl Ad Review website to see this post with all the ads included. Click here.   A remarkable Super Bowl! The game itself was spectacular, Lady Gaga rocked the half-time show and advertisers aired an impressive collection of spots. Two overall themes emerged this […]

Defense,Super Bowl

The Super Bowl Detergent Battle

3 Feb , 2017  

On Sunday, the Patriots and Falcons will take to the field in Super Bowl LI. Each team will be looking to pick up yardage and put points on the board in hope of emerging the victor. It should be a terrific battle. The football game isn’t the only competition we will see. This year’s Super […]

Super Bowl

Five Remarkable Super Bowl Ads

27 Jan , 2017  

The Super Bowl is approaching fast. Advertisers are putting the finishing touches on each spot and starting to roll out teaser campaigns. Some brands have already released their 2017 ads. This will be the 12th year of the Kellogg Super Bowl Advertising Review. On Super Bowl Sunday, a panel of about 60 Kellogg MBA students […]

Super Bowl

Super Bowl Advertising: 2016 Results

8 Feb , 2016  

Super Bowl 50 was a remarkable event for advertisers. Brands were reported to be paying $5 million or more to run spots during the game. Overall, it was an impressive collection of advertising. Many of the spots had strong branding and communicated a benefit. Compared to last year, there was a notable competitive tone. We […]

Super Bowl

Super Bowl 50 Advertising: Pre-Game Outlook

4 Feb , 2016  

This will be a big year for Super Bowl advertising. There are more than forty companies trying to break through the clutter. Each one is paying about $5 million for a thirty-second spot. Here are things to consider as you watch this year’s Super Bowl: 1.Will the ad drive the business and build the brand? […]

Super Bowl

Persil’s Super Bowl Statement

1 Feb , 2016  

There will be several new advertisers on the Super Bowl this year. One unfamiliar name is Persil ProClean, a brand that will be making a statement with its spot. Persil is an enormous global business. The washing detergent dates back to 1907 and now has global sales of more than one billion euros. The brand is […]