""They did a nice job of marrying functionality with emotionality. It was a beautiful, heartwarming spot," said Professor Derek Rucker. About 70 students spent Super Bowl Sunday grading ads from A to F. Professor Rucker saw two noticeable, overall trends this year: the dominance of AI and healthcare, in addition to brands relying on nostalgia and familiar faces during times of turmoil. "A lot of safety, which meant celebrities we knew and trusted. You saw this in Dunkin' Donuts for example, where it's like, 'Oh look, it's all those people I know.' Nostalgia was a big theme for that reason," said Rucker."
""We just had no idea what the ad was about until the last one second, and then you heard audible groans when you saw Coinbase or AI.com," said Prakash, who led the Ad Review. "We didn't know what brand it was, what they were trying to sell, what message they were trying to get across," he said. "There were no benefits.""
Northwestern University MBA students graded Super Bowl commercials from A to F, with Google's "New Home" receiving top marks. About 70 students participated and evaluated ads based on attention-seeking, distinctiveness, and linkage to brand. Dominant trends included an increase in AI and healthcare ads and a reliance on nostalgia and familiar celebrities during turbulent times. Dunkin' earned a C despite ranking in USA Today's top five. Two ads received F grades because viewers failed to identify brand or benefits, notably Coinbase and AI.com. Bosch, Novartis, Anthropic (Claude), Michelob ULTRA, NFL, Pepsi, TurboTax and Levi's received A grades.
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