Every year since I went to Kellogg, I follow the Kellogg School Super Bowl Advertising Review which uses a strategic academic framework known as ADPLAN to evaluate the effectiveness of Super Bowl spots. The acronym instructs viewers to grade ads based on Attention, Distinction, Positioning, Linkage, Amplification and Net equity. This year I also selected my 3 favorite ads and the biggest disappointment. I hereby summarize them by using the Kellogg framework.
Doritos
Doritos has almost never failed to score high on Attention, and this year was no different. I specially liked the ultrasound spot which is also Distinctive and cut through the mass with a funny yet clever story. The Positioning of the ad may not be super strong but it works: For the "bold", Doritos is so good that can be eaten anywhere. The Linkage here is super strong, from the start you see this big bag of Doritos, the brand is referred to during the entire spot and finishes with a full screen logo. The Amplification even if not super strong is decent and people will talk about it. The last point on the Kellogg framework is Net equity, and here Doritos is a long time Super Bowl advertiser and once again this campaign relates to and builds upon the net equity of the brand.
Doritos
Doritos has almost never failed to score high on Attention, and this year was no different. I specially liked the ultrasound spot which is also Distinctive and cut through the mass with a funny yet clever story. The Positioning of the ad may not be super strong but it works: For the "bold", Doritos is so good that can be eaten anywhere. The Linkage here is super strong, from the start you see this big bag of Doritos, the brand is referred to during the entire spot and finishes with a full screen logo. The Amplification even if not super strong is decent and people will talk about it. The last point on the Kellogg framework is Net equity, and here Doritos is a long time Super Bowl advertiser and once again this campaign relates to and builds upon the net equity of the brand.
Toyota
Both Toyota ads were fantastic. I specially liked the "Heck on Wheels". As the corporate-looking guys gives a high pitch screen as a glam metal song, the viewers attention is grabbed. And it also gives a distinctive and catchy song and story line. The positioning is strong, not only there's an emotional benefit but also clear functional benefits. And there's no way to miss the linkage, the branding is very strong, within 10 seconds the Toyota brand appears twice and the Prius once while showing the car in full screen. Amplification is quite OK, it will get people talking and many, like me, will potentially identify themselves with the story. Last but not least, the Net Equity. Prius is a brands with history and equity over the years. This ad is particularly important because it builds on their equity while evolving into a new direction for the brand.
Both Toyota ads were fantastic. I specially liked the "Heck on Wheels". As the corporate-looking guys gives a high pitch screen as a glam metal song, the viewers attention is grabbed. And it also gives a distinctive and catchy song and story line. The positioning is strong, not only there's an emotional benefit but also clear functional benefits. And there's no way to miss the linkage, the branding is very strong, within 10 seconds the Toyota brand appears twice and the Prius once while showing the car in full screen. Amplification is quite OK, it will get people talking and many, like me, will potentially identify themselves with the story. Last but not least, the Net Equity. Prius is a brands with history and equity over the years. This ad is particularly important because it builds on their equity while evolving into a new direction for the brand.
TurboTax
This was one of the best surprises of this year. A financial services add cutting through the multitude of Ads and grabbing our attention by being funny and smartly using a celebrity, in this case Anthony Hopkins. An actor of his caliber doing a "serious" scene was enough to set this ad apart from the rest. But as we know that's not enough for an ad to be strategic and work for the business. But TurboTax didn't stop there, they also clearly position the brand and its benefits "help you file your taxes for free" and we know from the first few seconds that this is a TurboTax ad, the brand is everywhere to the point that makes fun of itself in a smart way, that's a strong linkage. Amplification may not be that strong, but it worked and finally this is a strong start for brand building.
LG
Now I want contrast my favorite ads with the weakest one that I've seen. And this is an interesting one because as a film, the LG ad is a fantastic piece of art. But as a strategic brand ad to support a marketing campaign, not so much. What does the story has to do with TVs? Yes, it does grab your attention and it is distinctive but the linkage to the brand is also weak. The ad is 1:00 long and we don't know what it is about until 40 sec and we actually never see the LG logo, but only the TV name during the last 2 seconds. And what about the positioning? I have no idea what's the benefit of this new TV? why should I buy it or be interested? Not so strong on the amplification and net equity either. Overall, a missed opportunity for LG.
For more info on The Kellogg School Super Bowl Ad Review and the ADPLAN framework:
http://www.kellogg.northwestern.edu/news-events/superbowl/about/adplan-framework.aspx
Now I want contrast my favorite ads with the weakest one that I've seen. And this is an interesting one because as a film, the LG ad is a fantastic piece of art. But as a strategic brand ad to support a marketing campaign, not so much. What does the story has to do with TVs? Yes, it does grab your attention and it is distinctive but the linkage to the brand is also weak. The ad is 1:00 long and we don't know what it is about until 40 sec and we actually never see the LG logo, but only the TV name during the last 2 seconds. And what about the positioning? I have no idea what's the benefit of this new TV? why should I buy it or be interested? Not so strong on the amplification and net equity either. Overall, a missed opportunity for LG.
For more info on The Kellogg School Super Bowl Ad Review and the ADPLAN framework:
http://www.kellogg.northwestern.edu/news-events/superbowl/about/adplan-framework.aspx
