Super Bowl Advertising

Kellogg Super Bowl Advertising Review: The Results

2 Feb , 2015  

McDonalds

McDonald’s won the 2015 Kellogg Super Bowl Advertising Review. Almost 70 Kellogg MBA students reviewed all the spots and put McDonald’s at the top of the list. Here are the grades. I will publish a full analysis later today. Grade: A McDonald’s Always Budweiser and Bud Light Clash of Clans Coke Fiat Grade: B Avocados […]

Super Bowl Advertising

The Super Bowl Social Media Challenge

1 Feb , 2015  

Social media

Today I’ll be tweeting during the Super Bowl, commenting on the ads and the Kellogg Super Bowl Advertising Review. You can follow me: @timothycalkins Many and perhaps all of the advertisers will be commenting on Twitter as well, hoping to engage people and get as much impact as possible from their Super Bowl investment. They […]

Super Bowl Advertising

Four Super Bowl Spots That Missed on Linkage

30 Jan , 2015  

EDS

One of the most difficult things for a Super Bowl advertiser to get right is linkage. It isn’t enough to develop a clever commercial that stands out and is memorable. You have to link the creative idea to the brand. If linkage isn’t strong, the ad simply won’t work very well. People will remember the […]

Super Bowl Advertising

The Gender Super Bowl

29 Jan , 2015  

Men Women

The Super Bowl reflects American society. This year, the American population is working through issues related to gender. Super Bowl advertisers study the U.S. population for months, trying to understand what is significant and what people are thinking about. They then develop ads that build on and reflect these insights. The ads you see on the Super […]

Super Bowl Advertising

Go Daddy Dodges a Bullet

28 Jan , 2015  

Go Daddy Puppy

Earlier this week Professor Derek Rucker and I wrote an article for Fortune highlighting four Super Bowl spots that never should have run. GoDaddy was about to secure a second spot on that list, setting up next year’s article on five spots that never should have run. Yesterday afternoon, however, GoDaddy pulled its ad. The company […]

Super Bowl Advertising

Go Daddy’s Super Bowl Problem

27 Jan , 2015  

Danica Patrick

GoDaddy just released its Super Bowl spot featuring Buddy the very cute puppy. There is just one problem. People seem to hate it. A few early comments from You Tube: “If you don’t remove this video I will cancel all my websites and business and go elsewhere.” “How dare you depict breeders who love and […]

Super Bowl Advertising

Victoria’s Secret Gets Everything Right

26 Jan , 2015  

VS Teaser

Every once in a while you see a marketer make it all look easy. The advertising delivers a benefit. The communication generates interest. People respond. This week, Victoria’s Secret provides an example. The brand is making all the right moves as it heads into the Super Bowl. Let’s review some of the brand’s recent activity. […]

Super Bowl Advertising

Super Tuesday for Super Bowl Advertisers

20 Jan , 2015  

Kam Chancellor

We now know who will be playing in the Super Bowl on February 1. It should be a good game. We don’t know much about the more interesting part of the event: the advertising. The Super Bowl advertising hype is just beginning. To date, only a few advertisers have rolled out their pre-game campaigns. Skittles released a […]

Branding Insights,Super Bowl Advertising

Carnival Corporation and Brand Portfolio Strategy

13 Jan , 2015  

Carnival will be advertising on the 2015 Super Bowl. The move makes sense; Carnival Corporation is by far the world’s largest cruise company and wants to get people in the U.S. excited about taking a trip. This a good time for such a message; the economy is getting better and people have money to spend. […]

Brands in the News

Five Brands to Watch in 2015

1 Jan , 2015  

This will be a challenging year for many brands. Competition is intense, growth can be hard to find and the growth of digital communication is shifting the marketing landscape. Here are five notable brands to watch in the year ahead. Lufthansa Lufthansa is one of the world’s great airlines. It is also under attack. Lufthansa […]