Kellogg marketing professors Tim Calkins and Derek Rucker revisit some of the most iconic Super Bowl ads, while sharing frameworks from their event, the Super Bowl Ad Review, and how it prepares future marketing leaders to create impactful advertising. (Spoiler alert: Many former students have gone on to create Super Bowl commercials of their own.) Uber Eats wins at the 2022 Kellogg School Super Bowl Advertising Review Salesforce and Toyota Fumble during the Big Game EVANSTON, Ill., (Feb. 13, 2022) – Uber Eats is a big winner in strategic ad rankings with their spot featuring Jennifer Coolidge, Trevor Noah, Gwyneth Paltrow and Nick Braun from “Succession,” in the 18th consecutive Kellogg School Super Bowl Advertising Review. Kellogg Super Bowl Ad Review Results By Tim Calkins and Derek D. Rucker. 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. A HISTORIC SUPER BOWL AD REVIEW. This year marks a historic milestone, the 20th Anniversary of the Kellogg Super Bowl Ad Review. With millions of dollars spent on advertising campaigns, our ratings are based on the effectiveness of the ads in communicating a clear value proposition tied to the brand and product. Since 2005, Kellogg students have come together during the Super Bowl to rate every single ad on an A-F scale according to the strategic academic framework known as ADPLAN. The acronym, developed by Kellogg professors, helps students rate each ad on its Attention, Distinction, Positioning, Linkage, Amplification, and Net Equity. What follows is a list of our favorite Super Bowl ads from the past 10 years. To create this list we started with the top-scoring spots from the Kellogg panel and then selected our personal The spot follows Amazon’s now consistent formula for Super Bowl advertising: create an engaging spot featuring celebrities and demonstrating what Alexa can do. Last year Amazon won the Kellogg Super Bowl Ad Review with a spot featuring Ellen and Portia de Rossi. Amazon won in 2018, too. The Super Bowl is just days away, and once again a panel of Kellogg students will be evaluating all the spots in the Kellogg Super Bowl Advertising Review. This is the 18th year of the event. I’ll be teaming up with my colleague Professor Derek Rucker again this year. The Start. We started this event in 2005 with a small panel. MBA students at Kellogg ranked the Super Bowl ads, voting on what worked — and what definitely didn’t. Kellogg photo. While most Americans watch the Super Bowl for the football game and Marketing students at Kellogg’s business school have been studying and ranking Super Bowl ads for 20 years for experiential learning. The Kellogg School Super Bowl Advertising Review, a tradition now in its 20th year, gathers faculty and students on game day to watch and evaluate the ads in real time. Professors Tim Calkins and Derek Rucker , both renowned marketing experts, lead this discussion with students — some of whom have gone on to become marketing industry leaders Kellogg MBAs Name Best Super Bowl Ads February 5, 2018 CLEAR ADMIT Amazon—Not Eagles—Wins Super Bowl, According to Kellogg Ad Review February 5, 2018 U.S. NEWS & WORLD REPORT Ram Truck Ad Using MLK Speech Draws Backlash February 5, 2018 SBS NEWS Dodge slammed for using Martin Luther King’s voice in Super Bowl ad February 5, 2018 CBS NEWS Kellogg MBAs Name Best Super Bowl Ads February 5, 2018 CLEAR ADMIT Amazon—Not Eagles—Wins Super Bowl, According to Kellogg Ad Review February 5, 2018 U.S. NEWS & WORLD REPORT Ram Truck Ad Using MLK Speech Draws Backlash February 5, 2018 SBS NEWS Dodge slammed for using Martin Luther King’s voice in Super Bowl ad February 5, 2018 CBS NEWS Student Claire Yao (2Y, 2023) is part of the Kellogg Marketing Club and attended this year’s Super Bowl Ad Review. The Kellogg Super Bowl Ad Review is a tradition now in its 18th year, hosted by professors Tim Calkins and Derek Rucker in collaboration with the Kellogg Marketing Club. This year we were very lucky to be back in person with all Student Claire Yao (2Y, 2023) is part of the Kellogg Marketing Club and attended this year’s Super Bowl Ad Review. The Kellogg Super Bowl Ad Review is a tradition now in its 18th year, hosted by professors Tim Calkins and Derek Rucker in collaboration with the Kellogg Marketing Club. This year we were very lucky to be back in person with all By Jessica Pawlarczyk More than 100 million viewers watched Super Bowl 50 on Sunday. Among those viewers were 69 Kellogg marketing students who participated in the 12th annual Super Bowl Advertising Review, scoring each commercial according to the ADPLAN Framework developed by Professors Tim Calkins and Derek Rucker. As usual, this year’s Super Bowl was Continue reading At Kellogg, a panel of marketers gather each year to judge the effectiveness of these multimillion dollar campaigns during the annual Kellogg Super Bowl Ad Review (KSBAR). Growing up with football-obsessed brothers and two parents who are brand marketers by trade, the Super Bowl has always been a highlight of the year. By Jessica Pawlarczyk More than 100 million viewers watched Super Bowl 50 on Sunday. Among those viewers were 69 Kellogg marketing students who participated in the 12th annual Super Bowl Advertising Review, scoring each commercial according to the ADPLAN Framework developed by Professors Tim Calkins and Derek Rucker. As usual, this year’s Super Bowl was Continue reading The 1998 Kellogg Rice Krispies Treats Super Bowl ad, a man stuck in traffic reads "There's only one Rice Krispies Treats" on a delivery van. Because of that, he wildly reverses his classic car through the city streets and bolts into a convenience store, where he finds only one box of Rice Krispies Treats left. As he leaves, another car slides into the store and the store worker, Debbie, adds 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 []
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