Google’s sentimental ad won over critics at the Kellogg School of Management’s annual Super Bowl Advertising Review.
In case you were burrowing into the nachos, Google’s ad “Parisian Love” charted an off-screen romance through a series of Google searches starting with “study abroad paris france” and finishing with an isn’t-that-cute search for “how to assemble a crib.”
“The overarching goal for Super Bowl advertisers is a successful ad that resonates with their target audience,” said Tim Calkins, clinical professor of marketing. “Based on our framework, Google really embraced the key elements of a winning Super Bowl commercial with both its sentimental and practical execution.”
Google beat this year’s other top-ranked advertisers—Dodge, Audi, Snickers, and Denny’s—with a spot that tugged at the heartstrings. The search company also showed quality can trump quantity in our supersaturated media market. Budweiser ran the most spots but only finished middle-of-the-pack, rated “B” by the ad review board comprised of Kellogg MBA students.
The Kellogg School’s review isn’t a popularity contest like most other Super Bowl ad reviews. Instead, it objectively rates each commercial’s effectiveness using the ADPLAN framework developed by faculty at the school. Top ads excel in all six dimensions of the framework:
- attention—Are consumers paying attention?
- distinction—Is the message different from other brands?
- positioning—Is the brand successfully categorized? Is it’s goal clear?
- linkage—Do consumers remember the brand behind the ad?
- amplification—Does the ad make consumers think more about the brand?
- net equity—Does the ad build on the brand’s equity?
“Google was the top rated spot in the Kellogg Review and for good reason,” wrote Calkins in the Super Bowl Advertising Review blog. “The branding in this ad was exceptional and the power of Google was very clear.”