Kellogg MBA Students Choose Best 2019 Super Bowl Ads
Aside from Tom Brady, Aaron Donald, and a shirtless Adam Levine, there’s no doubt that the Super Bowl commercials were the star of the night last Sunday.
The game, certainly, wasn’t the most thrilling. So the question is, what was the best ad of the 2019 Super Bowl? To get to the bottom of the question, a panel of Northwestern Kellogg MBA students got together to discuss each commercial. In the end, they looked for the ads that were the most and least effective at driving business and building their brands.
How Super Bowl Commercials Evaluation Works
First, before we dive into the best and worst ads, it’s important to know how the Kellogg MBAs made their evaluation. Working alongside two of the school’s most widely respected marketing professors—Time Calkins and Derek Rucker—the MBA panel applied the strategic ADPLAN framework.
A—Attention: Did the commercial engage the audience?
D—Distinction: Was the execution unique in delivery?
P—Positioning: Did the commercial represent the appropriate category and feature a strong benefit?
L—Linkage: Will the benefit and brand be remembered?
A—Amplification: Were viewers’ thoughts favorable?
N—Net Equity: Was the commercial consistent with the brand’s reputation and history?
From here, the MBA students came up with the final 2019 rankings.
Microsoft Super Bowl Commercial Wins
For the most effective ad, Microsoft took home the top prize. Their commercial spot was not only charming, but it stood out for its emotional tone and lack of clutter. The ad demonstrated Microsoft’s new adaptive controller and how it helps disabled kids play video games and form friendships. A clear benefit was apparent, showing how Microsoft technology makes the world a better place.
Amazon, Expensify, and Other Standouts
Other stand out advertisers for the Super Bowl included Amazon, Expensify, Washington Post, Pepsi, Bumble, and Google.
Bizarre Andy Warhol Burger King Commercial Flops
As for the least effective Super Bowl commercial, that honor went to Burger King. Their strange ad featured 1982 footage of Andy Warhol eating a Whopper, but it just came across as dull and uninteresting. Other advertising failures included the confusing Avocados From Mexico ad, Sprint’s flying horse disaster, the Turkish Airlines dark and scary spot, Mint Mobile’s unappealing chunky milk, and Simplesafe’s unbalanced ad. As for why each of these commercials failed, it always came back to a confusing message that didn’t deliver a clear benefit.
This article has been republished and edited from its original source, Clear Admit.
Harvard Talks Managing Disorganized Employees, and More – Boston News
Let’s explore some of the most interesting stories that have emerged from Boston business schools this week.
How to Manage Someone Who Is Totally Disorganized – Harvard Business Review
Disorganized employees can be wellsprings of frustration, but there are ways to help them better understand how disorderly tendencies impact others.
Harvard Business School‘s Rebecca Knight recently discussed strategies in HBR, addressing root behavior causes and ultimately develop better systems to manage workloads.
“’Is this person’s approach creating negative outcomes, or is it just a style difference?’ If your report indicates ‘disorganized but otherwise reliable, you may have to back off.'”
Rosie Perez (not the actor), Lead Financial Officer of Global Consumer Business Planning and Analytics at American Express, adds, “It takes a lot of time to change ingrained behavior, but it can be addressed. Most importantly, as leaders, it is our job to help coach our colleagues [with] constructive and pointed feedback.”
You can read more about the research here.
Bye-Bye Ivory Tower: Innovation Needs an Ecosystem to Thrive by Tracy Mayor – MIT Sloan Ideas Made to Matter
Innovation is not exclusively indigenous to Silicon Valley. We continue to see exciting developments in London, Tel Aviv, New York, Boston, China, Nigeria, Ghana, and South Africa. However, despite the benefits of globalization, the world of innovation is not wholly flat.
New MIT Sloan research has determined that there are geographic hotspots, or “innovation ecosystems,” where ideas move more easily from inception to impact.
Phil Budden, a Senior Lecturer Specializing in Innovation and Entrepreneurship, notes how the traditional “triple helix” that has long driven innovation—university, government, and corporations—is now joined by two additional players: entrepreneurs and risk capital.
“It’s so important to have innovation-driven entrepreneurs involved. They’re producing the companies of the future. You can’t just have today’s companies [in an ecosystem], you need to have those leaders who are going to produce future companies.”
Fiona Murray, Associate Dean for Innovation, urges corporations to take advantage of startups and entrepreneurs to help experiment on their behalf.
“What these startups tend to do very well is define, order, and test their assumptions through a series of what we call ‘innovation loops. So, one of the benefits of going from a purely internal research and development process to working externally is that you can really rely on the universities and startups in an ecosystem to do that experimentation for you.”
You can read more about global innovation here and watch the recent discussion below.
Joy Field Garners Top Award from Decision Sciences Institute by William Bole – Carroll School News
BC Carroll School of Management Associate Professor of Operations Management Joy Field has received the highest honor bestowed by the Decision Sciences Institute (DSI), a global society of more than 1,800 scholars dedicated to fostering knowledge for better managerial decisions.
Field was named the 2018 co-recipient of the Dennis E. Grawoig Distinguished Service Award, named for a founder of the 50-year-old Institute. The other recipient was Morgan Swink of Texas Christian University.
DSI President Johnny Rungtusanatham of Ohio State University asserts, “This is a highly competitive distinction awarded to those who have made a continual impact on the Institute and the disciplines it serves.”
Field reflected on her two decades of involvement with the Institute. “DSI has been a major contributor to all aspects of my professional development—publishing, teaching, and service—and I am delighted to have been chosen to receive this award from among the many colleagues who have also contributed so much to DSI.”
Find out more about the recent award here.
