- Homes.com and Squarespace Fumble during the Big Game
February 11, 2024
By Highpoint Digest News Staff
EVANSTON, IL-(Highpoint Digest) – Google Pixel is the big winner in strategic advertising rankings for the second year in a row with its ‘Javier in Frame’ spot in the 20th Kellogg School Super Bowl Advertising Review. Other brands that earned top marks included Mountain Dew’s ‘Having A Blast’ and Dove’s ‘Hard Knocks.’ Not all advertisers had a winning night, including Homes.com, Temu, and Squarespace, which received low grades during this year’s Ad Review.
“Google Pixel has clearly figured out the formula to success for advertising in the Super Bowl,” said Derek Rucker, the Sandy & Morton Goldman professor of entrepreneurial studies in marketing 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.”
Overall, the panel saw many brands lead with relatable creative, a remarkably carefree tonality and a focus on comedic relief. However, some brands fumbled a huge opportunity and a multi-million-dollar investment, like Homes.com, which aired three spots over the game and failed to deliver a compelling benefit resulting in a low rating from the Kellogg panel.
Among the favorite ads was Dove, returning to the Super Bowl this year after breaking an 18-year hiatus last year. The brand continued to impress the panel by showing a strong linkage to the brand’s purpose and impact, bringing awareness to the Dove Self-Esteem Project and body confidence. Another favorite was CeraVe, 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.
“It was a great year for advertising, and we saw very few brands miss the mark. Spots attracted attention with strong linkage, solid branding and utilized ‘celebrity wow’.” said Tim Calkins, clinical professor of marketing and co-lead of the school’s Ad Review.
That “celebrity wow” came in handy for several brands, as they relied on familiar faces to deliver their messages, with the likes of Ben Affleck, Matt Damon and Jennifer Lopez (Dunkin’), Beyoncé (Verizon) and Ice Spice (Starry) appearing as themselves, while ads from the likes of Booking.com, T-Mobile and Mountain Dew paired together costars from television shows 30 Rock, Suits and Parks and Recreation, respectively.
Several candy and snack brands made appearances tonight, including Reese’s, Oreos, Doritos and Ferrara’s Nerds, the latter of which made its first-ever Super Bowl appearance spotlighting the Nerds Gummy Cluster. “These big household name brands have built such equity already that their advertising goals might not be as challenging as an emerging brand’s,” said Professor Rucker. “They’re not paying to change someone’s mind; they’re doing it to stay top of mind.”
The expectation of artificial intelligence (AI) references and tools to be amplified this year was high among viewers and the panel, given the ongoing chatter around emerging applications. However, Microsoft was the only company noted advertising their AI companion, CoPilot. Another technology powerhouse, Squarespace, whose spot rated well among the panel last year, returned this year but didn’t strike a chord with the 2024 panel. “Unfortunately, this is not surprising,” said Professor Calkins. “Over the years, we have consistently seen Squarespace struggle with its Super Bowl spots due to poor linkage and amplification to their product offering.”
The battle between beverage brands carried on once again, with Michelob Ultra returning with a spot featuring soccer star Lionel Messi and actor Jason Sudeikis, alluding to the popular show Ted Lasso, and Coors Light returned with its iconic Chill Train featuring its ‘chill’ conductor, LL Cool J, while Budweiser relied on its signature Clydesdales to spark nostalgia with loyal consumers.
While the usage of QR codes was expected this year like in years past, brands strayed away from the once-popular strategy and instead utilized a second screen experience, with ads directing viewers to immediately engage with content found online or on social media – with even Verizon teasing an imminent announcement from Beyoncé in its ad, which was soon followed by the singer announcing an upcoming album release date. “Advertisers put together really thoughtful integrated campaigns that supplemented their during-the-game spots,” said Professor Calkins, “Brands were strategic to ensure that the spot could stand on its own, which is what good advertising is all about.”
The Kellogg School Super Bowl Advertising Review uses an academic framework known as ADPLAN to evaluate the strategic effectiveness of Super Bowl spots. The acronym helps viewers grade ads based on Attention, Distinction, Positioning, Linkage, Amplification and Net Equity. This year marks the 20th anniversary of the experiential event which has become a longstanding and cherished tradition in the Kellogg marketing community.
A
CeraVe
Doritos
Verizon
Microsoft
Volkswagen
Dove
Mountain Dew
Hellmann’s
Etsy
Reese’s
Uber Eats
B
Booking.com
Poppi
Kawasaki
e.l.f
T-Mobile
Popeye’s
Youtube TV
Lindt
Oreo
Discover
Foundation to Combat Anti-Semitism
M&M’s
E-Trade
Kia
Paramount+
C
NFL
Pfizer
Michelob Ultra
Disney
State Farm
DoorDash
Dunkin’
Turbo Tax
T-Mobile
MGM
BMW
Bud Light
Coors Light
Pringles
Nerds
Astellas
Apartments.com
Starry
Budweiser
Pluto TV
Skechers
Toyota
D
Bass Pro Shops
Snap
Progressive
Drumstick
CrowdStrike
He Gets Us
Homes.com
FanDuel
Temu
Squarespace
American Values 2024
Kellogg Super Bowl Ad Review Celebrates its 20th Anniversary
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.)
SOURCE Northwest Kellogg School of Management
Photo courtesy of Northwest Kellogg School of Management
