EVANSTON, Ill.--(BUSINESS WIRE)--McDonald’s topped the rankings with its “Pay With Lovin’” ad in the 11th Annual Kellogg School Super Bowl Advertising Review. Other brands that earned top marks include Budweiser, Coca-Cola and Procter & Gamble’s Always. Squarespace, Lexus and Heroes Charge received low marks.
“McDonald’s came out on top, because it broke through the clutter, had strong branding and communicated a benefit,” said Tim Calkins, Clinical Professor of Marketing at Kellogg School of Management at Northwestern University.
“Squarespace landed at the bottom of our ranking,” explained Calkins. “The spot did not link in a clear fashion to the overall brand benefit or its current marketing campaign.”
Many advertisers had a sentimental focus, including Toyota, Microsoft, Nissan and Dove Men.
“A number of brands took a more serious tone this year, which might be a sound move given the current climate of the NFL, ” said Derek D. Rucker, Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing at Kellogg School of Management at Northwestern University who also leads the Review.
The Kellogg School Super Bowl Advertising Review uses a strategic academic framework known as ADPLAN to evaluate the effectiveness of Super Bowl spots. The acronym, developed by Kellogg School faculty, instructs viewers to grade ads based on Attention, Distinction, Positioning, Linkage, Amplification and Net equity.
“Participating in the Super Bowl Ad Review was a great opportunity to apply what we learned in the classroom,” said Will Connor, one of the 67 Kellogg MBA students who participated in the Ad Review panel.
A full list of the rankings is available here.
To learn more about the Kellogg School Super Bowl Advertising Review, visit www.kellogg.northwestern.edu/news/superbowl/.
For more information about the Kellogg School of Management at Northwestern University, visit www.kellogg.northwestern.edu.