Touchdowns & Takeaways: Inside Kellogg’s 21st Super Bowl Ad Review

The Super Bowl may crown a champion on the field, but for Northwestern University’s Kellogg MBA students, the real action happens between the plays. While millions debate the best game-day snacks, Kellog marketers are breaking down brand strategies, evaluating storytelling tactics, and predicting which ads will score big – or fumble. For 21 years and counting, Kellogg students have gathered to experience the Super Bowl – not just for the football, but for the ads. Armed with the Kellogg ADPLAN framework and a keen eye for persuasion, Kellogg students turn America’s biggest night in advertising into a live case study, where commercials compete for more than just views – they fight for marketing glory.

FROM FANS TO MARKETERS

Growing up, the Super Bowl was never about the game for us (we see you, football fanatics!). Our eyes were glued to the unforgettable ads (and, of course, the halftime shows). As kids, we laughed at the talking animals and celebrity cameos. As we moved through college and into our careers, we became even more fascinated by these commercials – especially as their price tags soared and their creative approaches took unexpected twists and turns. Mesmerized by the consumer psychology used by advertisers and the strategies through which they connect with audiences, we both felt a magnetic pull towards the world of marketing and brand strategy. This pull, along with a general fascination of brands and how they establish themselves, motivated us to come to the best marketing school in the world – Kellogg!

Long before we arrived at Kellogg, we had been keeping a close eye on the iconic Super Bowl Ad Review (SBAR, for short). As soon as we got here, we knew we had to be part of the Kellogg Marketing Club’s Signature Events team to help shape one of the school’s hallmark traditions!

KELLOGG: A TRUE MARKETING MECCA

Kellogg’s Marketing Club is an integral part of the marketing experience for MBAs at Kellogg. Whether it’s hosting the Annual Kellogg Marketing Competition, prepping first-years for highly coveted marketing internships, or leading events with CMOs and industry leaders, our 44-person leadership team is constantly at work.

As part of the Signature Events Committee, our team is tasked with bringing the Super Bowl Ad Review to life in collaboration with Professors Tim Calkins & Derek Rucker and the wider Kellogg marketing and logistics teams. The planning process for the Super Bowl Ad Review begins many, many months before the big day. Our team meets with the previous year’s Signature Events team before they graduate, and we continue to stay close to the professors and Kellogg contacts in order to ensure a smooth event.

Our Signature Events Committee plays a big role in ensuring that we have a vetted panel of students that range across various programs, all coming from some level of marketing background (professional or academic). This year’s event saw overwhelming interest, with 200+ applications for just ~70 spots! Students faced fierce competition for a chance to rate Super Bowl ads in real time, blending creativity, strategy, and marketing expertise.

ADPLAN: THE SECRET WEAPON

To ensure that each ad is evaluated with precision and depth, panelists are trained on the ADPLAN framework, a research-based tool developed by Kellogg professors Tim Calkins and Derek Rucker. ADPLAN goes beyond simple popularity rankings, focusing on strategic effectiveness rather than just humor or creativity.

On game day, students are given just 10 seconds to grade each ad on an A-F scale. Once a score is submitted, there’s no changing it. These grades are compiled to produce SBAR’s final rankings.

SUPER BOWL AD REVIEW ENERGY: THE BIG NIGHT

This year, from the moment students arrived at White Auditorium, the excitement was palpable. The evening kicked off with SBAR-branded swag, giving attendees a few moments to settle in, meet their tablemates, and strategize before Professors Calkins and Rucker took the stage.

With a giant screen at the front of the auditorium, students mixed, mingled, and snacked on game-day favorites – Chicago’s famous deep-dish pizza, nachos, and Kellogg-themed desserts – while debating which brands would dominate. However, the moment the commercial breaks hit, the room snapped into focus, with students pulling up their phones and tablets, eyes on the screen, ready to score.

What makes SBAR such a thrilling experience is that students must evaluate and submit their ratings immediately. No rewinds. No second chances. Adrenaline spiked as everyone raced to capture their thoughts in real time. At times, one could hear the whole auditorium erupt into laughter, or better yet, gasp or yelp in unity as they were taken aback. Take, for example, the Coffee Mate ad, which Professor Rucker addressed to us.

“Coffee Mate broke one of the often-golden rules of advertising: Don’t be off-putting when people are trying to enjoy an event,” he told us. “You can see the creative pitch behind it – but the moving tongue provoked a visceral and negative reaction from our panel.”

Then, as the game resumed, there would be a brief moment to catch a breath – until the next commercial break, when it started all over again. Overall, it was a roller coaster of a night, and the panel was excited to learn who would score the touchdown (win) and who would fumble (lose) based on panel rankings.

KELLOGG’S TOUCHDOWNS AND FUMBLES: THE RESULTS!

TOUCHDOWNS

Novartis – “Your Attention Please”

Novartis’ breast cancer awareness ad took first place! “Novartis took a risk to really break through the clutter with its unexpected focus on breast cancer screening,” said Tim Calkins. “The ad started out with a playful tone to then deliver a serious message,” added Derek Rucker.

Overall, this ad scored an A from the panel of Kellogg students who evaluated the ad using ADPLAN. It was attention-grabbing and distinctive and worked towards increasing brand equity.

Michelob Ultra – “The Ultra Hustle”

Michelob made great use of celebrities like Catherine O’Hara and earned its way to 2nd place by ensuring excellent linkage. Whether it was the catchy soundtrack or the subtle nod to today’s pickleball obsession, Michelob built positive net equity and was attention-grabbing all the way through.

Google Pixel – “Dream Job”

Google returned this year with a tear-jerking ad, tapping into an emotional appeal. The ad had phenomenal distinction, showcasing the humanizing side of AI. Google, they enhanced brand affinity and achieved positive net equity.

FUMBLES

Tubi 

Tubi relied on disconcerting images in multiple ads, making us question their ad dollar spend. Those who are unfamiliar with Tubi, were left confused about the brand linkage, even after watching multiple ads throughout the evening.

Coffee Mate — “Foam Diva”

Coffee Mate aimed for humor with its quirky ad featuring a singing tongue, but the unusual concept did not resonate with audiences. Instead, what we remember is feeling unsettled, which undermined the effectiveness of the ad.

Squarespace — “A Tale As Old As Websites”

With its use of Barry Keoghan and attempting to leverage the equity of the popular film, Banshees of Inisherin, Squarespace failed to effectively communicate its main product offering. Audiences were left confused and unable to effectively communicate what value Squarespace provides.

TAKEAWAYS FOR MARKETERS

Do I Need a Spokesperson / Celebrity?

A spokesperson or celebrity is useful if they amplify your message and don’t distract from your brand. Thinking about Matthew McConaughey – was he more distracting to the Uber Eats brand than helpful? On the other hand, Catherine O’Hara and Willem Dafoe wonderfully amplified the Ultra message without detracting from linkage of the brand.

Simple Messages Resonate Best with Audiences

It’s simple – brands need to let audiences know who they are and what they are trying to sell. With Ultra, we get it: it’s a light beer! Whereas with Cirkul – our panel struggled to understand what the product even was. Some thought it was a delivery service while others thought it was a water brand, leaving the audience confused and disconnected with the ad.

Championing Women’s Empowerment

We had three big advertisers focus on women’s sports this year: Nike, Dove, and the NFL itself, emphasizing the growth and importance of the segment. “Nike and Dove both championed women’s sports and female empowerment, consistent with the equality-focused messaging these brands have had in the past,” said Calkins.

Overall

Overall, the Super Bowl Ad Review offers invaluable insights for marketers looking to craft impactful campaigns. Whether it’s leveraging a spokesperson effectively, simplifying messaging, or championing meaningful causes, the night’s biggest winners and fumbles serve as case studies in brand strategy. For us, the main takeaway is that brands need to have both great strategy and great creatives to be able to sufficiently get their message across.

TEAM EFFORT: MAKING SBAR POSSIBLE

Behind the scenes, the Super Bowl Ad Review is about more than just rankings – it took an incredible team to bring this event to life.

A huge shout-out to the amazing team who made this year’s event a success! Special thanks to the Kellogg team – Sarah Clarke, Mia Polinsky, Joy Trehan, Vidya Narashimhan, and Mary Naset – for ensuring that logistics, communication, and marketing ran smoothly. We’re also incredibly grateful to the Kellogg Marketing Club co-presidents, Nate Meyers and Mackenzie Wheeler, for their leadership and support. And, of course, a heartfelt thank you to our esteemed professors, Tim Calkins and Derek Rucker, the masterminds behind the Ad Review. Their expertise makes this event truly unforgettable; they begin preparing months before Super Bowl Sunday, ensuring that every aspect of the event is engaging and exciting.

The collective efforts of this team have shaped and will continue to shape Kellogg’s Super Bowl Ad Review into the time-honored tradition it is today!

Bios

Zaineb Lakhani is a 2nd-year student in the MBA program majoring in Marketing and Finance. In the Kellogg Marketing Club, she serves as the Signature Events VP and SBAR Lead. Over the summer, she interned at PepsiCo doing brand marketing for Lay’s. She is going back to PepsiCo upon graduation to do brand marketing.

Sargam Prakash is a 1st-year student in the MBA program majoring in Marketing. In the Kellogg Marketing Club, she serves as the Signature Events Director and SBAR Lead. She previously worked in advertising.