Google Pixel's Super Bowl Spot Wins Kellogg's 2024 Ad Review

Google Pixel has once again emerged as the champion in the 2024 Kellogg School of Management Super Bowl Advertising Review, showcasing the company's prowess in Super Bowl advertising.

The tech giant won for its one-minute "Javier In Frame" spot, which Spotlight's the smartphone's Google AI-powered Guided Frame feature. Google Pixel also won last year with its #FixedOnPixel ad campaign.

In this year's commercial, a man with impaired vision takes viewers through his life from his point-of-view.

Using Guided Frame, which indicates how many faces are within the frame of the Pixel 8 camera, the user is able to capture his milestones through selfies, despite his partial blindness.

"Google Pixel has clearly figured out the formula to success for advertising in the Super Bowl," Professor Derek Rucker, co-lead of the Ad Review said in a press release. 

"Once again, the company was able to demonstrate a new technology that enhances the user experience, while also connecting with viewers in an unexpected, emotional way," he added.

The Good and the Bad

The review highlighted other top performers including Mountain Dew's "Having A Blast" and Dove's "Hard Knocks."

However, not all brands shone brightly, with Home.com, Temu, and Squarespace receiving low grades.

The panel observed a prevalent theme of relatable creative and comedic relief among the ads, with some brands missing the mark, like Homes.com, which aired three spots but failed to deliver compelling benefits.

Dove made a strong impression by aligning with its brand purpose and raising awareness about the Dove Self-Esteem Project and body confidence.

Also noteworthy was CeraVe's ad featuring actor Michael Cera, cleverly connecting his name to the skincare line.

Professor Tim Calkins, co-lead of the Ad Review, proclaimed that this year's Super Bowl was a "great year for advertising," as only a few brands missed the mark.

"Spots attracted attention with strong linkage, solid branding and utilized 'celebrity wow,'" he added.

The Kellogg School Super Bowl Advertising Review employs the ADPLAN (Attention, Distinction, Positioning, Linkage, Amplification and Net Equity) framework to evaluate the strategic effectiveness of Super Bowl ads.

This year marks the 20th anniversary of the event, underscoring its significance in the marketing community.

Editing by Katherine 'Makkie' Maclang