Well, now that the Super Bowl and its ad legacy are behind us, we can all be Monday morning quarterbacks.
Everyone seems in agreement: Many commercials that appeared during Super Bowl
XLII took a satiric tack, spoofing movies, television shows, video
clips, celebrity misbehavior and more...For
the most part, it worked. The tone was a welcome contrast to last year’s Super Bowl, filled with crude and cartoonish violence.
Kellogg School Super Bowl Advertising Review panel awarded A's to four brands: Tide, E-Trade, Coke and FedEx. Tide-to-Go won with an "entertaining," "memorable" spot which "clearly communicated the relevant product benefit." Runner-up E-Trade's ad was "attention getting" and "funny." The panel thought Coca-Cola was particularly effective in connecting with their audience.
The panel had significant concerns about the advertising efforts for the lowest ranked advertisers: SalesGenie.com, CareerBuilder.com and GM's Yukon brand. Panel members said SalesGenie.com's ads were "offensive to some," and lacked a clear description of the site. CareerBuilder.com's "I Quit" spot received mixed reactions; members of the panel were "turned off" and found the spot "disturbing."
The 41-member Kellogg Super Bowl Advertising Review panel ranked each advertiser based on innovative criteria known as ADPLAN. The acronym, developed by Kellogg faculty, instructs viewers to grade ads based on attention, distinction, positioning, linkage, amplification and net equity. Unlike other reviews which may rank ads on likeability alone, the most entertaining spot may not be the panel's overall winner. This year, the panel members identified E-Trade which received an A, as the most likeable. The brand successfully connected with the audience and communicated its position.
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