As a follow-up to a previous post about the Doritos Crash the Super Bowl Ad contest, the two winning commercials were When Pigs Fly and Middle Seat. Adweek’s instant review of the spots yielded 59 viewer favorites and an Adweek thumbs down for the former and 204 viewer favorites and an Adweek thumbs up for the latter.
Not very scientific.
Enter the Kellogg School of Management at Northwestern University. Students and professors conducted research and used a strategic framework to rate the Super Bowl ads on business-focused criteria.
Having a compelling benefit is critical. If you are going to have an impact on sales you need to give people a reason to buy.
Tim Calkins, Clinical Professor of Marketing, Kellogg School of Management
Their six-point judging criteria stressed a balance between the branding, the execution, the viewer’s impression and its ability to stimulate business. Click here for the results of Kellogg School’s Super Bowl ad grades, on a scale from A to F, of course!
How did the Kellogg School report card compare to your thumbs up and thumbs down selections?
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