Google’s “New Home” ad received top marks from Northwestern University MBA students during the annual Super Bowl Ad Review.
“They did a nice job of marrying functionality with emotionality. It was a beautiful, heartwarming spot,” said Professor Derek Rucker.
About 70 students spent Super Bowl Sunday grading ads from A to F.
Professor Rucker saw two noticeable, overall trends this year: the dominance of AI and healthcare, in addition to brands relying on nostalgia and familiar faces during times of turmoil.
“A lot of safety, which meant celebrities we knew and trusted. You saw this in Dunkin’ Donuts for example, where it’s like, ‘Oh look, it’s all those people I know.’ Nostalgia was a big theme for that reason,” said Rucker.
Dunkin’ received a “C” grade from the group. However, the commercial ranked in the top five of USA Today’s annual ad meter.
Despite an increase in the number of AI ads, Rucker called their performance “lackluster.”
Second-year MBA student Sargam Prakash agrees.
Last year, the student group did not hand out any “F” grades. This year, there were two.
“We just had no idea what the ad was about until the last one second, and then you heard audible groans when you saw Coinbase or AI.com,” said Prakash, who led the Ad Review.
“We didn’t know what brand it was, what they were trying to sell, what message they were trying to get across,” he said. “There were no benefits.”
The group ranks commercials based on how attention-seeking and distinctive they are, as well as how they links back to the brand.
Brands Bosch, Novartis, Anthropic (Claude), Michelob ULTRA, NFL, Pepsi, Turbo Tax and Levi’s all received an “A” grade from the Ad Review.
“I don’t know if we got an iconic MVP this year, but we had a good crop of players,” said Rucker, who anticipates brands will continue to “play it safe” with celebrities and humor.
“When you use celebrities, the best use of them is that they are amplifier devices. They bring your attention in, but then they also push it towards the brand.”
“The emotional play you often see that more for brands that are established and have their functional benefits there. What’s left? What’s left is now to create an emotional connection,” said Rucker.
“You saw that with brands like Lay’s.”
Chicago advertising agency, Highdive, was the creative behind the Lay’s “Last Harvest” ad, which tells the story of a father handing the keys to the family potato farm to his daughter.
“We just wanted to tell a true, emotional story about the brand,” said Highdive cofounder Mark Gross. “One of the main things we want people to take away is that Lay’s are made with real, fresh potatoes grown by generations of American farmers.”
The spot ranked number two on USA Today’s ad meter, falling just short of Budweiser’s “American Icons.”
“At the core, you have to know your own brand, and when you know your own brand, you know where you can play,” said Meg Farquhar, the EVP Executive Creative Director at Golin’s Chicago Office.
The PR agency worked on two Super Bowl ad campaigns this year – Grubhub and Ferrara Candy Company.
This was Grubhub’s first time advertising in the big game. It was also the first time Ferrara used the platform to introduce a new product. Both ads featured celebrities and humor.
Andy Cohen starred in the Nerds Juicy Gummy Clusters commercial, and George Clooney starred in the Grubhub spot.
“We had to go with the vehicle that best portrayed that message. Humor was a beautiful and succinct way to do that,” said Farquhar.
The ads scored “B” and “C” grades, respectively, from Northwestern’s Ad Review.
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