Google Pixel Steals the show at Kellogg Super Bowl Ad Review 2024

Google Pixel is the big winner in strategic advertising rankings for the 2nd year in a row with its ‘Javier in Frame’ spot in 2024 Kellogg School Super Bowl Advertising Review. The panel saw many brands lead with relatable creative, a remarkably carefree tonality, and a focus on comedic relief.

Besides Google, other brands that earned top marks included Mountain Dew’s ‘Having A Blast’ and Dove’s ‘Hard Knocks.’ Not all advertisers had a winning night, including Homes.com, Temu, and Squarespace, which received low grades during this year’s Ad Review.

“Google Pixel has clearly figured out the formula to success for advertising in the Super Bowl,” said Derek Rucker, the Sandy & Morton Goldman professor of entrepreneurial studies in marketing and co-lead of the school’s Ad Review.

However, some brands fumbled a huge opportunity and a multi-million-dollar investment, like Homes.com, which aired three spots over the game and failed to deliver a compelling benefit resulting in a low rating from the Kellogg panel.

Among the favorite ads was Dove, returning to the Super Bowl this year after breaking an 18-year hiatus last year. The vendor continued to impress the panel by showing a strong linkage to its purpose and impact, bringing awareness to the Dove Self-Esteem Project and body confidence.