EVANSTON, Sick., Feb. 13, 2022 /PRNewswire/ — Uber Eats is a giant winner in strategic advert rankings with their spot that includes Jennifer Coolidge, Trevor Noah, Gwyneth Paltrow and Nick Braun from “Succession,” within the 18th consecutive Kellogg Faculty Tremendous Bowl Promoting Evaluation. Different manufacturers that earned high marks included Planters, Google Pixel 6, and Doritos, persevering with its legacy of creativity whereas linking again to its recognizable product. Not all advertisers had a profitable evening, together with Salesforce, which acquired low grades throughout this 12 months’s Tremendous Bowl for fumbling on effectiveness and linkage again to the model.

“Uber Eats is the profitable advert this 12 months as a result of it had very sturdy branding and performed off its recognized attributes to leverage its fairness in a easy and clear message,” mentioned Derek D. Rucker, Sandy & Morton Goldman professor of entrepreneurial research in advertising on the Kellogg Faculty of Administration at Northwestern College and co-lead of the college’s Advert Evaluation. “Some huge cash is on the road for any model who advertises within the Tremendous Bowl and so they put themselves in place to profit from the publicity by bringing consciousness to their product choices, and broadening their publicity.

Over 40% of this 12 months’s Tremendous Bowl commercials got here from new advertisers, and with excessive stress to carry out effectively, that wasn’t the case for some. Rucker added, “There have been many new advertisers, together with a number of cryptocurrency manufacturers that missed the mark. Whereas lots of them caught viewer consideration, there was no clear profit or branding that helped to place crypto because the trusted way forward for investing.” 

Salesforce’s “Workforce Earth” and Toyota’s “Two Brothers” spots have been amongst different flops, regardless of their emotional and forward-thinking approaches. Taco Bell’s commercial failed as effectively, missing distinction and linkage again to the model, no matter pop-singer Doja Cat’s look.

This 12 months, we noticed many manufacturers convey commercials with a remarkably upbeat tonality, suggesting that buyers are responding to constructive messages and a way of normalcy as we enter the third 12 months of the Covid-19 pandemic, particularly with Expedia’s reference to journey. Greater than something, nevertheless, this 12 months was a battle of the electrical automobiles, however who differentiated from the remainder? In response to the Advert Evaluation panel, BMW’s new electrical line, was the very best score of the group.

“General, this 12 months’s Tremendous Bowl introduced an optimistic tone with references to life earlier than the Covid-19 pandemic. It was nice to see manufacturers honing in on their creativity and powerful references to rising areas of enterprise, like healthtech, sustainable auto and cryptocurrency,” mentioned Tim Calkins, medical professor of promoting on the Kellogg Faculty of Administration at Northwestern College and co-lead of the college’s Advert Evaluation.

The Kellogg Faculty Tremendous Bowl Promoting Evaluation makes use of a strategic tutorial framework often known as ADPLAN to guage the strategic effectiveness of Tremendous Bowl spots. The acronym helps viewers grade adverts based mostly on Consideration, Distinction, Positioning, Linkage, Amplification and Web Fairness.

A full checklist of the rankings is out there right here.

To be taught extra concerning the Kellogg Faculty Tremendous Bowl Promoting Evaluation, go to https://www.kellogg.northwestern.edu/news-events/super-bowl.aspx.

For extra details about the Kellogg Faculty of Administration at Northwestern College, go to www.kellogg.northwestern.edu

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SOURCE Kellogg Faculty of Administration