Google Pixel Named Top Super Bowl Ad

<p>Google Pixel was the big winner in Super Bowl ads for the second year in a row with its &OpenCurlyQuote;Javier in Frame’ spot according to the <a href&equals;"https&colon;&sol;&sol;www&period;kellogg&period;northwestern&period;edu&sol;events&sol;super-bowl-ad-review&sol;results&period;aspx">20th Kellogg School Super Bowl Advertising Review<&sol;a>&period; The Kellogg School is the business school at Northwestern University&period;<&sol;p>&NewLine;<p>Other brands that earned top marks for their expensive Super Bowl ads included Mountain Dew’s &&num;8216&semi;Having A Blast’ and Dove’s &OpenCurlyQuote;Hard Knocks&period;’ Not all advertisers had a winning night&comma; including Homes&period;com&comma; Temu and Squarespace&comma; which received low grades during this year&&num;8217&semi;s Ad Review&period;<&sol;p>&NewLine;<p>&OpenCurlyDoubleQuote;Google Pixel has clearly figured out the formula to success for advertising in the Super Bowl&comma;” said Derek Rucker&comma; the Sandy &amp&semi; Morton Goldman professor of entrepreneurial studies in marketing and co-lead of the school’s Ad Review&period; &OpenCurlyDoubleQuote;Once again the company was able to demonstrate a new technology that enhances the user experience&comma; while also connecting with viewers in an unexpected&comma; emotional way&period;”<&sol;p>&NewLine;<p>Overall&comma; the panel saw many brands lead with relatable creative&comma; a remarkably carefree tonality and a focus on comedic relief&period; However&comma; some brands fumbled a huge opportunity and a multi-million-dollar investment&comma; like Homes&period;com&comma; which aired three spots over the game and failed to deliver a compelling benefit resulting in a low rating from the Kellogg panel&period;<&sol;p>&NewLine;<p>Among the favorite ads was Dove&comma; returning to the Super Bowl this year after breaking an 18-year hiatus last year&period; The brand continued to impress the panel by showing strong linkage to the brand’s purpose and impact&comma; bringing awareness to the Dove Self-Esteem Project and body confidence&period; Another favorite was CeraVe&comma; which featured actor Michael Cera and a unique play on his surname’s similarity to the name of the skincare line — showcasing how a celebrity appearance can be impactful without overshadowing the product benefit&period;<&sol;p>&NewLine;<p>&OpenCurlyDoubleQuote;It was a great year for advertising&comma; and we saw very few brands miss the mark&period; Spots attracted attention with strong linkage&comma; solid branding and utilized &OpenCurlyQuote;celebrity wow’&period;” said Tim Calkins&comma; clinical professor of marketing and co-lead of the school&&num;8217&semi;s Ad Review&period;<&sol;p>&NewLine;<p>That &OpenCurlyDoubleQuote;celebrity wow” came in handy for several brands&comma; as they relied on familiar faces to deliver their messages&comma; with the likes of Ben Affleck&comma; Matt Damon and Jennifer Lopez &lpar;Dunkin’&rpar;&comma; Beyoncé &lpar;Verizon&rpar; and Ice Spice &lpar;Starry&rpar; appearing as themselves&comma; while ads from the likes of Booking&period;com&comma; T-Mobile and Mountain Dew paired together costars from television shows 30 Rock&comma; Suits and Parks and Recreation&comma; respectively&period;<&sol;p>&NewLine;<p>Several candy and snack brands made appearances tonight&comma; including Reese&&num;8217&semi;s&comma; Oreos&comma; Doritos and Ferrara’s Nerds&comma; the latter of which made its first-ever Super Bowl appearance spotlighting the Nerds Gummy Cluster&period; &OpenCurlyDoubleQuote;These big household name brands have built such equity already that their advertising goals might not be as challenging as an emerging brand’s&comma;” said Professor Rucker&period; &OpenCurlyDoubleQuote;They’re not paying to change someone’s mind&semi; they’re doing it to stay top of mind&period;”<&sol;p>&NewLine;