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've done since 2016, I selected my 3 favorite ads and the biggest disappointment. Overall, I was not that impressed with the average quality of this year's ads. In any case, there were some gems and I hereby summarize them by using the Kellogg framework.
Microsoft
I thought Microsoft did a brilliant job balancing an emotional topic without getting corny or over the top. A two-minute long spot grabs your attention with amazing kids with disabilities who are fun and living their lives witht he help of others as much as possible like any other kids. But that's also because of Microsoft Xbox Adaptive Controller. The positioning and linkage with the brand are very strong. An ad like this one when done well brings amplification and net equity.
Olay
This was a short and simple ad but very effective. It gets you interested to see where this is going and in a few seconds the brand is dropped and the benefit is right there. The actors brought a distinct aspect and fun. All in all, great job and extra points for being cost-effective.
Pepsi
That's such an insightful and bold ad. Who has never heard the phrase "is Pepsi ok?" when ordering Coke? Pepsi went heads on it and using a fantastic actor such Steve Carell makes statement: "it's much more than OK". It could've given a bit more info why it's more than OK. But that did not take away the brilliance of the execution of a distinct and positive ad for Pepsi.
Honorable mentions: Stella Artois, Pringles and Skechers
Apparently the Kellogg panel found Expensify and Bumble 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.
You can watch all commercials here.
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 |
Microsoft
I thought Microsoft did a brilliant job balancing an emotional topic without getting corny or over the top. A two-minute long spot grabs your attention with amazing kids with disabilities who are fun and living their lives witht he help of others as much as possible like any other kids. But that's also because of Microsoft Xbox Adaptive Controller. The positioning and linkage with the brand are very strong. An ad like this one when done well brings amplification and net equity.
Olay
This was a short and simple ad but very effective. It gets you interested to see where this is going and in a few seconds the brand is dropped and the benefit is right there. The actors brought a distinct aspect and fun. All in all, great job and extra points for being cost-effective.
Pepsi
That's such an insightful and bold ad. Who has never heard the phrase "is Pepsi ok?" when ordering Coke? Pepsi went heads on it and using a fantastic actor such Steve Carell makes statement: "it's much more than OK". It could've given a bit more info why it's more than OK. But that did not take away the brilliance of the execution of a distinct and positive ad for Pepsi.
Honorable mentions: Stella Artois, Pringles and Skechers
Disappointment: Burger King
I have no idea what's the benefit, the positioning and it is very boring.
I have no idea what's the benefit, the positioning and it is very boring.
For more on Kellogg's ADPLAN
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