Amazon, Philly Win Super Bowl According to Northwestern Kellogg
Philadelphia football fans took to the streets, toppling cars, scaling street lamps, and setting at least one fire to celebrate their beloved Eagles’ first-ever Super Bowl win, 41 to 33 against the New England Patriots. But according to MBA students at Northwestern’s Kellogg School of Management, e-commerce giant Amazon was the victor in terms of best ads of the night.
On Sunday, as the game got underway in minus-2-degree Fahrenheit Minneapolis, approximately 50 Kellogg students teamed up with marketing professors Tim Calkins and Derek Rucker to determine the night’s winners and losers in the battle of the brands. Advertisers spend more than $2 billion each year and roll out highly anticipated Super Bowl commercial spots in an effort to imprint their brands in the minds of millions of spectators—some wowing and others bombing in the process.
Kellogg students watch commercials during the Super Bowl at the Allen Center Atrium in Evanston, Illinois, February 4, 2018. Photo by Jim Young for Kellogg
Armchair spectators around the world pick their own winners and losers among the ads, but for the 14th year running, Kellogg students applied a unique framework for evaluating an ad’s brand-building potential as part of last night’s 2018 Kellogg School Super Bowl Ad Review. Using the ADPLAN framework to evaluate each ad according to six critical criteria—Attention, Distinction, Positioning, Linkage, Amplifications and Net Equity—the Kellogg students determined the winner of the night to be Amazon with its “Alexa Loses Her Voice” commercial spot. Also scoring highly were Mountain Dew, Doritos, Tide, Avocados from Mexico, and Wendy’s.
Joining the Pats in defeat, according to the Kellogg review, were Squarespace and T-Mobile, which each received “F” grades for least effective advertising during the game.
“Amazon used a cast of celebrities that focused us on the brand, reinforced the equity in Alexa, and ultimately was fun to discuss and share with those around you,” Professor Rucker said in a statement. The Amazon ad included appearances by Cardi B, Rebel Wilson, and Amazon CEO Jeff Bezos. “However, Squarespace and T-Mobile both missed the mark with questionable positioning and unclear calls to action,” continued Rucker.
Kellogg students analyzing Super Bowl ads in real time. Photo by Jim Young for Kellogg
Professor Calkins called attention to two trends that emerged across the big game’s ads—a competitive angle and philanthropy. “As competitive as the game was, the category wars were equally competitive,” Calkins said in a statement. “For example, there was hard hitting competition in the wireless wars with some brands calling one another out,” he noted. In addition to poorly performing T-Mobile, wireless advertisers included Sprint and Verizon, which the Kellogg student review team each awarded “B” grades.
“Many brands tried to appeal to viewers through philanthropic causes, including Toyota, Ram, and Hyundai,” Calkins added. Ram, for its part, sought to sell its trucks using images of people helping others with a sermon given by Dr. Martin Luther King, Jr. as the voice over. The ad concluded with the phrase “Built to Serve” flashed on the screen alongside a Ram logo. Unfortunately for Ram, the social media backlash was fast and furious.
“A Martin Luther King Jr speech to sell @Dodge Ram trucks? Totally offensive #mlk,” wrote one user on Twitter.
Several other tweets expressed similar sentiments:
There was audible painful groaning at the Super Bowl party I’m at as everyone realized Dodge Ram was trying to profit off of an MLK speech
— Hunter Walker (@hunterw) February 5, 2018
Not sure MLK’s dream was to drive a Dodge Ram.
— ItsTheReal (@itsthereal) February 5, 2018
“I have been to the mountaintop. And I got there in a Ram truck.” – MLK
— SportsPickle (@sportspickle) February 5, 2018
The Kellogg student team gave the Ram commercial a “C” grade overall, but Calkins had more to say in an interview with the New York Times. “It’s the wrong mistake to make given everything that’s going on in the U.S. right now,” he told the Times. “There’s so much emotion right now around race in this country that this was a high-risk move, and clearly it’s not going over very well,” he continued.
“I think it was well intentioned, but they’re going to have a lot of explaining to do,” Calkins continued. “They did not release this ahead of time, so they went for the surprise. They got that, but at the same time they now have a big problem with feedback and people being upset.”
Though many on Twitter directed their ire toward Dodge—the Detroit-based car manufacturer founded by two brothers of that name in the early 1900s—the Ram Truck brand was officially separated from the Dodge car brand in 2009 as part of an acquisition by Italian automaker Fiat S.p.A. Its successor, Fiat Chrysler Automobiles, is the current owner of the Ram Tuck brand.
Perhaps some of the confusion around brand will be a boon to Ram’s owner as it attempts to recover from its Super Bowl fumble. As for whether ad champion Amazon will look favorably on football champion Philadelphia as a spot for its future HQ2—another topic of speculation on social media last night—only time will tell. What we do know is that the students at Kellogg will carry lessons learned from advertising’s biggest night along with them into their future careers in marketing.
For the full 2018 Kellogg School Super Bowl Ad Review results, click here.
To learn more about the Kellogg School Super Bowl Advertising Review, click here.
This article was republished with permissions from our sister site, Clear Admit.
The 5 Important Things You’ll Need to Know When Getting an MBA
If you’ve gone through the rigamarole of an MBA application, chances are you’re feeling a bit taxed (no pun intended). Don’t slow down now! Sometimes when you have your life and education under the microscope it’s helpful to get a gentle reminder from a reliable source—like us—of what you hoped to get out of the degree in the first place. Here are a few tips that might help calibrate your b-school compass:
Practice On The Field
Cliff Oxford, founder of the Oxford Center for Entrepreneurs, wrote in the New York Times that certain traditional MBA programs are “like having athletes studying game film but never practicing on the field.” This is why many schools encourage students to apply for internships during enrollment or summer semesters. These opportunities can be competitive—especially if you have your mind set on a large company—but don’t let that deter you.
There are many ways to stay connected with the global marketplace, where you will be employed in only two years. For starters, keep applying and remain alert to positions that may have a greater potential for longevity. Interviews that don’t lead to an internship are still essential experiences. If your chosen program doesn’t have adequate outlets for students to engage with employers, ask for them.
Let A Mentor Set The Pace
Mentorships reinforce the idea that there’s no substitute for experience. For students too intimidated to reach out to a professor, consider that mentorships may be the most rewarding part of their job.
Many schools offer a mentorship program built into the curriculum. Large schools like the University of Oregon and the University of Miami pair students with local professionals to “meet regularly throughout the academic year to discuss everything from study habits to career choices.” Schools have reported that these connections are pivotal for students in achieving their ideal positions and cultivating life-long relationships in the field.
Mentorship is also a staple of the career path designed for students at powerhouse business schools like the Yale School of Management, which recently revamped its WE@Yale program.
Change Your Perspective
When under pressure, remember to give yourself a break. Exercise and meditation are steadfast options, but use your imagination. Jerry Seinfeld reportedly displayed images from the Hubble Space Telescope on the walls of his writing room to calm his nerves. ”I don’t find being insignificant depressing. I find it uplifting.”
Completing your MBA is a personal exploration above all else. Don’t forget your true entrepreneurial spirit while finding your footing. After all, changing ones career is the second most common reason, according to students, that they pursue an MBA in a first place.
Experiment With Electives
Special projects and electives are a chance to step out of your comfort zone. These courses are updated on a yearly basis, meaning that they cover cutting-edge topics that can open up new worlds and help you garner skills that separate you from the rest.
For example, the Stern Signature Project at the NYU Stern Center for Business and Human Rights recently led students to create a business plan “focused on sustainable employment and profit” for a private Kenyan social enterprise.
The NYU Stern Center for Business and Human Rights launched in 2013, focusing on various issues like manufacturing, sustainability, and much more.
Get To Know Your Pack
A drive to succeed doesn’t mean that you have to be the lone wolf on Wall Street. Every MBA program has students who come from unique backgrounds, cultures, and histories. These are your future colleagues. They’re also hidden mentors who may be your most valuable supporters.
Many schools, like the Wharton School at the University of Pennsylvania, actively acclimate their students together with unique Olympic-like events, helping bridge the various cultural gaps of the incoming students. Not only are these events fun, unless you hate being outside or sack races, but they are potentially powerful networking events for you and your peers.
