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 is a rather different way to look at it as compared to more traditional media outlets which focus on "funny" or "entertaining" as beautifully depicted in the cartoon below.
This year, as I did in 2016 and 2017, I again selected my 3 favorite ads and the biggest disappointment. I hereby summarize them by using the Kellogg framework.
Tide
I thought Tide did a brilliant job and rather innovative. A first long spot setting the scene and then very interesting short spots to keep it on top of our minds. It grabbed the attention and it was unique. It also positioned Tide in its category with strong branding. The befit was clear, but it could be stronger. People will certainly remember this spot that paid homage to classic P&G ads and uses a strong actor.
Rocket Mortgage
I really liked the linkage and positioning provided by this simple but effective ad. The benefit is clear: "makes the complex simple" and while the brand only shows at the last 15 seconds, it comes strong on the scream and voice over. At that point the positioning is also clear. It is an attention grabber but it's not super distinctive and amplification is not that high. All in all, great job.
Sprint
Building on the West World /AI hype, the ad grabs the attention from the start and becomes very distinctive. The benefit (paying more for the same) , positioning (framing against Verizon) and branding are very clear before even reaching the second half of the ad. The second half uses humor to improves amplification and the ad closes by coming back to the brand and benefit.
Honorable mentions: Avocados, Jeep, Pringles and Wix.
Apparently the Kellogg panel found Amazon and Mountain Dew / Doritos were top ads. Maybe it's a cultural thing or I'm far from the target audience, but I failed to see a good positioning and linkage in those ads.
This is a rather different way to look at it as compared to more traditional media outlets which focus on "funny" or "entertaining" as beautifully depicted in the cartoon below.
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| https://marketoonist.com/2018/02/super-bowl-ads.html |
Tide
I thought Tide did a brilliant job and rather innovative. A first long spot setting the scene and then very interesting short spots to keep it on top of our minds. It grabbed the attention and it was unique. It also positioned Tide in its category with strong branding. The befit was clear, but it could be stronger. People will certainly remember this spot that paid homage to classic P&G ads and uses a strong actor.
Rocket Mortgage
I really liked the linkage and positioning provided by this simple but effective ad. The benefit is clear: "makes the complex simple" and while the brand only shows at the last 15 seconds, it comes strong on the scream and voice over. At that point the positioning is also clear. It is an attention grabber but it's not super distinctive and amplification is not that high. All in all, great job.
Sprint
Building on the West World /AI hype, the ad grabs the attention from the start and becomes very distinctive. The benefit (paying more for the same) , positioning (framing against Verizon) and branding are very clear before even reaching the second half of the ad. The second half uses humor to improves amplification and the ad closes by coming back to the brand and benefit.
Honorable mentions: Avocados, Jeep, Pringles and Wix.
Apparently the Kellogg panel found Amazon and Mountain Dew / Doritos were top ads. Maybe it's a cultural thing or I'm far from the target audience, but I failed to see a good positioning and linkage in those ads.
Disappointment: T-Mobile
There's a T-Mobile logo during the whole ad and that's about it. I have no idea what's the benefit, the positioning and while grabs the attention, it is kind of boring.
There's a T-Mobile logo during the whole ad and that's about it. I have no idea what's the benefit, the positioning and while grabs the attention, it is kind of boring.
For more on Kellogg's ADPLAN
