And the Superbowl Ad Winner is….

As an alum of the Kellogg Graduate School of Management, I am admittedly biased towards their ratings, particularly when it comes to advertising and marketing.  The school is known as “the marketing school.”  So they had better know what they are talking about when it comes to rating Superbowl ads.

My friend Professor Tim Calkins gathers a student group each year to rate the ads.  They use a strategic academic framework known as ADPLAN for their ratings.  The acronym, developed by Kellogg School faculty, instructs viewers to grade ads based on Attention, Distinction, Positioning, Linkage, Amplification and Net equity.

And their picks?  Volkswagen earned top marks for its “Beetle” and “Star Wars” ads, winning the seventh annual Kellogg School Super Bowl Advertising Review.  Other top-ranked advertisers for 2011 included Chrysler and Doritos, while Lipton Brisk, HomeAway and Hyundai ranked at the bottom of the much-anticipated Review.

You can see the full article and their ratings here.  And I have to say that I agree with most of their ratings.  For years, I have hated the Go Daddy executions and the Kellogg team gave them a D.  And for some reason, I just do not ever get tired of the Etrade baby.  I wonder when people will wear out on that one.  (And check out the Etrade website where you can send your own baby mail – nice viral tie in by the Etrade team). What was your favorite?  Let me know.

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One Comment on “And the Superbowl Ad Winner is….”

  1. Jim Says:

    I agree with the students. Volkswagon won and its an idea that I wish I thought of. I wish I had vader that cool when I was little


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