Super Bowl

2025 Super Bowl Ad Review

10 Feb 2025  

With Super Bowl ads now selling for up to $8 million for a thirty-second spot, it is clear that the extravaganza remains as important as ever for marketing leaders. For the 21st year, students at Northwestern University’s Kellogg School of Management gathered to review the advertising. The focus: will these spots likely build the business […]

Super Bowl

Remarkable Super Bowl Ads 2014-2024 (Part 3)

6 Feb 2025  

https://vimeo.com/1054671668?share=copy#t=0Our review of remarkable Super Bowl ads continues! Here are the 2021, 2022, and 2024 picks. You can see 2014-2017 here and 2018-2020 here. For more on the Kellogg Super Bowl Ad Review visit our website.

Super Bowl

Remarkable Super Bowl Ads 2014-24 (Part 2)

3 Feb 2025  

The biggest marketing event of the year – the Super Bowl – is just days away. My colleague Professor Derek Rucker and I are looking back at a decade of remarkable Super Bowl spots: 2014 to 2024. Check out our 2018, 2019 and 2020 spots below. You can see our selections from 2014, 2015, 2016 […]

Super Bowl

Remarkable Super Bowl Ads 2014-24 (Part 1)

26 Jan 2025  

The Super Bowl is the biggest marketing event of the year, and once again students at Northwestern University’s Kellogg School of Management will be evaluating all the spots to sort our which ones are most effective and which ones miss the mark. This will be the 21st year of the Kellogg Super Bowl Advertising Review. […]

Super Bowl

Evaluating the 2024 Super Bowl Ads

14 Feb 2024  

The Super Bowl remains the most expensive, the most watched, and the most important marketing event of the year. For the 20th year, students at Northwestern University’s Kellogg School of Management gathered to review the advertising. The focus: business impact. Will the ads succeed in building the brand and the business? Using ADPLAN, a framework […]

Super Bowl

The Top Super Bowl Advertisers #1 – 3

5 Feb 2024  

For the past 20 years, students at Kellogg have been evaluating all the Super Bowl ads to determine which were most effective. Which ads did the best job building the business and the brand? I am counting down the top advertisers, the brands that received the most grades of A and B. Below you can […]

Super Bowl

The Top Super Bowl Advertisers #4 – 6

29 Jan 2024  

Students from Northwestern University’s Kellogg School of Management have been evaluating Super Bowl ads for the past 20 years in the Kellogg Super Bowl Advertising Reivew. In this series of videos, I am counting down the top advertisers; these are the brands that have received the most grades of A and B from the panel […]

Super Bowl

The Top Super Bowl Advertisers #7-9

22 Jan 2024  

For the past 20 years, students at the Kellogg School of Management have been evaluating all the Super Bowl Ads in the Kellogg Super Bowl Advertising Review. In honor of the 20th year, I’m counting down the top advertisers. These are the brands that received the most top grades from the panel. I’ll post a […]

Super Bowl

2023 Super Bowl Advertising

13 Feb 2023  

The cost of a Super Bowl spot keeps increasing—with prices this year in the neighborhood of $7million for 30-seconds! With ever-increasing stakes, Super Bowl advertisers are investing more time and attention on the ads. The 2023 Super Bowl featured upbeat, safe advertising. The number of celebrities seemed to hit a new high, with many advertisers […]

Super Bowl

Are Super Bowl Ads Worth the Price?

10 Feb 2023  

The Kellogg Super Bowl Ad Review is just a few days away. Once again, a panel of Kellogg MBA students will evaluate all the spots to determine which ones worked and which ones didn’t. I do a host of talks and interviews before and after the Super Bowl. The question I get most often: Is […]

Super Bowl

A Debatable Move from M&Ms

6 Feb 2023  

It is Super Bowl ad season, a time when marketers work to create excitement and interest heading into the big game. One of the brands that has received a lot of attention this year is M&Ms. The brand is apparently in the middle of an elaborate stunt designed to create interest and excitement. It is […]

Super Bowl

Super Bowl Ad Review 2022 Results

16 Feb 2022  

The 2022 Super Bowl was one of the most watched television programs ever in the United States with estimated audience of over 100 million viewers. The football was exciting, and the advertising was just as engaging. For the 18th year, a panel of Kellogg MBA students evaluated all the ads to identify which ones took […]