Kellogg MBAs Name Best Super Bowl Ads

Kellogg students watch commercials during the Super Bowl at the Allen Center Atrium in Evanston, Illinois, February 4, 2018.
Photo by Jim Young for Kellogg

OUR LOSERS: SQUARESPACE AND T-MOBILE

The two advertisers that left us jeering with “F” grades this year were Squarespace and T-Mobile.

To its credit, Squarespace was consistent with its net equity. Unfortunately, that equity is confusing and bizarre. The spot presents no target, category, or benefit, and the call to action to visit their website was a tall order for time-crunched viewers. Look to competitor Wix’s Super Bowl spot for an interesting compare and contrast. “Wix won’t win any prizes for that ad,” said Professor Calkins, but “it showed the brand, the frame and the benefit.”

Most advertisers steered clear of hot button political issues, raising the stakes for those that did. And T-Mobile got burned. The 60-second spot followed a line of babies as it pinballed randomly between politically charged statements before displaying “Are you with us?” and, inexplicably, the T-Mobile logo. It elicited confused looks and laughter. I have a feeling Sprint and Verizon reacted the same way.

Experience of a Lifetime

Rob Pothier

During the event, Professor Calkins stepped away from our table to take an important call. We later discovered that it was the New York Times asking for quotes for their live Super Bowl coverage. It is experiences like these that showcase the global impact of Kellogg’s focus on experiential, collaborative learning experiences, and something that I am so fortunate to have had the opportunity to partake in this year.

Thanks to the 2018 Kellogg Bowl, I know I’ll never look at a Super Bowl commercial the same way ever again.

Rob Pothier is a second-year MBA student at the Kellogg School of Management, where he’s majoring in marketing. At Kellogg, he has conducted independent research on university branding, engagement, and mental wellness, and is the recipient of the 2018 McGowan Fellowship. After graduation, he will become an Associate Marketing Manager for PepsiCo.

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