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Google Pixel wins at the 2023 Kellogg School Super Bowl Advertising Review

Liz Unamo| 13 de febrero de 2023

Google

Google Pixel is the big winner in strategic ad rankings with their #FixedOnPixel spot in the 19th consecutive Kellogg School Super Bowl Advertising Review. Other brands that earned top marks included Doritos and Kia, with T-Mobile, in particular, averaging a top rating based on both of their ad spots. Not all advertisers had a winning night, including Rémy Martin and M&M’s, which received low grades during this year’s Super Bowl.”Google Pixel excelled at explaining their product benefits and value proposition all while keeping the consumer interested and engaged,” said Derek Rucker, the Sandy & Morton Goldman professor of entrepreneurial studies in marketing and co-lead of the school’s Ad Review. Overall, the panel saw many brands bring advertisements with a remarkably carefree tonality and a focus on nostalgic moments and characters, suggesting that a combination of comfort and emotional connection is what is resonating with consumers. “By and large, advertisers played it safe this year, sticking with broadly appealing themes. It’s apparent advertisers are working hard to avoid very costly mistakes given the huge exposure of the Super Bowl,” said Tim Calkins, clinical professor of marketing at the Kellogg School of Management at Northwestern University and co-lead of the school’s Ad Review.Companies honed in on celebrity partners to make their propositions come to life, with the likes of Ben Affleck and Jennifer Lopez (Dunkin’), Bradley Cooper (T-Mobile), Serena Williams (Rémy Martin and Michelob Ultra), and Kevin Hart(DraftKings) playing themselves, while Ben Stiller (Pepsi Zero Sugar) and Alicia Silverstone (Rakuten) made reference to their characters from Zoolander and Clueless. Google Pixel, this year’s winner, featured Amy Schumer, Giannis Antetokounmpo, and Doja Cat, all appearing as themselves. “Squarespace recovered this year with the help from popular actor Adam Driver, after multiple years of below-average results from our panel,” said Rucker, “The advertisement clearly stated its brand distinction unlike previous years.” Uber, who won the panel’s top spot in 2022, returned this year to promote Uber One, a joint membership to bring together their ride-share and delivery services. The battle between electric vehicles continued as well, but this year between stereotypical gas-guzzlers (Jeep, Ram Trucks) whose spots intended to end the hesitation to adopt new EV technology. “A lot of money is on the line for any brand who advertises in the Super Bowl, and they put themselves in position to benefit from the exposure by bringing awareness to their product offerings,” said Calkins. Some brands opted for bringing “double awareness” this year through the use of co-branded ads. Is it advantageous to one brand over the other? And is it worth the cost? “Partnerships are difficult to execute, and it is often not clear if the payoff is worth the complexity,” continued Calkins, “PopCorners and GM’s spot with Netflix, for example, performed very well for our panel.” Beverage companies were back again as well, but this time with a new leader of the pack with advertisements from Heineken, Molson Coors, and Rémy Martin – the first time in three decades that alcohol brands not owned by Anheuser-Busch aired national spots after the Budweiser and Bud Light parent company gave up their exclusivity last June. “Molson Coors featuring Miller Lite, Coors Light, and Blue Moon in one spot was a clever way to ensure all their brands potentially benefit,” said Rucker. M&M’s advertisement with Maya Rudolph received low grades, failing on the company’s weekslong leadup of “retiring” their famous “spokescandies” — only to bring them back with this spot. “Their effort to connect the conversation around M&M’s in the last month with this ad proved unsuccessful, resulting in negative results from the panel,” said Calkins. The Kellogg School Super Bowl Advertising Review uses a strategic academic framework known as ADPLAN to evaluate the strategic effectiveness of Super Bowl spots. The acronym helps viewers grade ads based on Attention, Distinction, Positioning, Linkage, Amplification and Net Equity. A full list of the rankings is available here.

Diario de Hoy

viernes, 27 de septiembre de 2024

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Comenzó la décima edición de SMARTFILMS con más de 1.200 cortometrajes hechos con celulares

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VIPS

• José Luis Sánchez de Natpe Global: Venimos a México a explicar qué es RealScreen Summit y las ventajas de participar en ambos eventos

• César Sabroso de A+E: Producir Huellas para celebrar 70 años de VW en México es ejemplo de unir esfuerzos con marcas para causar mayor impacto

• Productora Nidian Abella: SMARTFILMS me dio la posibilidad de difundir mensajes que resuenen con todos los públicos

PERSONAJE DE LA SEMANA

Roberto Stopello, showrunner y series developer de Netflix

Roberto Stopello es personaje de la semana en PRODU, tras la entrevista exclusiva ofrecida a Ríchard Izarra en #PRODUprimetime, donde reveló detalles de su nueva etapa profesional, después de dejar su cargo en enero de este año como VP de Desarrollo para México en Netflix. Ahora sigue trabajando en exclusiva para la plataforma, pero con mayor libertad y con la posibilidad de pasar tiempo de calidad con su familia. Además, puede vivir en Orlando, EE UU, donde están sus afectos.

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ACTUALIDAD

• Globo presenta al mercado internacional telenovela Manía de ti de João Emanuel Carneiro

• Shooting in Spain intensifica su presencia internacional para atraer rodajes a España

• Festival Internacional de Cine de Cartagena de Indias abrió convocatoria para la selección oficial de su edición 64

• ICEX España lanza la campaña Spain, Where Talent Ignites para potenciar la imagen internacional de la marca Audiovisual from Spain

El oráculo 35 años: Cecilia Gómez de la Torre

FIC Monterrey celebra vigésima edición con foco a reforzar su internacionalización

Diana Cobos del FIC Monterrey: Incrementamos la parte de Industria como parte del crecimiento del Festival

Arturo Sampson de Exile: Estrenaremos en Telemundo miniserie documental con J. Balvin que abordará temas mentales

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CONTENIDOS

• Mi pequeña princesa del catálogo de Latin Media lidera la audiencia en República Dominicana

• Netflix lanza documental argentino María Soledad: El fin del silencio el próximo 10 de octubre

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VIPS
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Natpe fortalece su propuesta como mercado con la incorporación de RealScreen Summit, dos mercados en uno, ambos a realizarse en la semana del 3 al 7 de febrero en el Hotel InterContinental de Miami. De esta manera, incrementa su propuesta de valor, al ofrecer un mayor acceso a distribuidores y compradores de EE UU y global, con el atractivo de nuevos contactos y negocios para el mercado latinoamericano. Otra ventana es que se distancia de Content Americas en el espacio de tiempo. Sobre estos temas habló en México José Luis Sánchez, gerente para Latinoamérica, EE UU y Global de Natpe Global, quien viajó a este país junto a César Díaz, en una cruzada de ventas y promoción del evento.

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ACTUALIDAD
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Gabz, Agatha Moreira, Chay Suede y Nicolas Prattes son los protagonistas de Manía de ti
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CONTENIDOS
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Mi pequeña princesa
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Netflix estrena el próximo 10 de octubre en todo el mundo María Soledad: El fin del silencio, documental argentino de Red Creek y Néctar Films sobre el femicidio de María Soledad Morales, a 30 años de su asesinato.

PRODU
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