Many brands emphasized inclusiveness as an ongoing trend throughout the big game.
"While many brands were lighthearted and product focused, there were others that embraced a theme of inclusiveness, including Google, Airbnb and Budweiser," said Tim Calkins, Clinical Professor of Marketing at the Kellogg School of Management at Northwestern University, who co-leads the school's Ad Review.
The Kellogg School Super Bowl Advertising Review uses a strategic academic framework known as ADPLAN to evaluate the effectiveness of Super Bowl spots. The acronym instructs viewers to grade ads based on Attention, Distinction, Positioning, Linkage, Amplification and Net equity.
A full list of the rankings is available here.
To learn more about the Kellogg School Super Bowl Advertising Review, visit www.kellogg.northwestern.edu/news/superbowl/.
For more information about the Kellogg School of Management at Northwestern University, visit www.kellogg.northwestern.edu.
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SOURCE Kellogg School of Management