Google Pixel is the big winner in strategic advertising rankings for the second year in a row with its Javier in Frame spot, according to the Kellogg School Super Bowl Advertising Review.
“Google Pixel has clearly figured out the formula to success for advertising in the Super Bowl,” says Derek Rucker, a professor in entrepreneurial studies in marketing at Northwestern and co-lead of the school’s Ad Review.
“Once again the company was able to demonstrate a new technology that enhances the user experience, while also connecting with viewers in an unexpected, emotional way.”
Other brands that earned top marks in the Kellogg School Super Bowl Advertising Review included Mountain Dew’s Having A Blast and Dove’s Hard Knocks.
The battle between beverages continued with Michelob Ultra returning with soccer star Lionel Messi and actor Jason Sudeikis, alluding to the TV show Ted Lasso, and Coors Light with its Chill Train, while Budweiser relied on its Clydesdales to spark nostalgia with consumers.
The Kellogg School Super Bowl Advertising Review uses an academic framework known as ADPLAN to evaluate the strategic effectiveness of the commercials.
The Uber Eats commercial, with home grown agency Special, with David and Victoria Beckham, was also popular.
The New York Times ranked, as memorable, Christopher Walken's BMW, Mountain Dew and Squarespace directed by Martin Scorsese.
TV outcomes company EDO has a score by greatest online engagement:
- Deadpool & Wolverine (Walt Disney Studios Motion Pictures), generated +2,243% as much engagement as the median-performing Super Bowl LVIII in-game ad.
- Wicked: Part One (Universal Pictures), +2,008%
- Volkswagen, An American Love Story, +1,594%
- Poppi, The Future of Soda is Now +1,561%
- Temu, Billionaire +1,342%
According to Daniel Nutman, senior creative at Common Ventures, the second biggest battle this year at the Super Bowl was DoorDash versus Uber Eats,
“DoorDash won. There I said it,” he said
“Uber is sprouting a ‘buy almost anything’ promise. So is DoorDash. But DoorDash does this more clearly with their DoorDash All The Ads idea. Enter the comp. Win everything from the ads. It’s simple and brilliant.
“I’m a fan of the Uber Eats spot. The script is clever, but the premise is convoluted.
“Like the big game, when it comes to complicated vs simple - there can only be one winner.
Matt Dawe, creative director at Enigma, who appreciates a good yank of the heart strings, says there wasn’t much room for tearjerkers in this year’s line up.
“With the big emotive spots left in the bottom drawer, a lot of brands have gone for the classic recipe of humour with a heavy serving of celebrity,” he says.
“And there’s plenty that people will like here. The long build up and final reveal of Michael Cera’s collab with CeraVE is the pick for me.
“The campaigns that really tickled me though, were the ones that threw out the rulebook and hacked the format.
“And this year, Liquid Death’s packaging auction and Doordash-All-The-Ads were the ones that really stood out.
“Unlike a lot of work in this year’s batch that probably stayed too close to the formula, these two spots provoked and entertained well beyond the confines of the typical commercial slot. For me, these are two more examples to add to the collection of what happens when you don’t play it safe.”
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