The best-ranked ads included spots from Google, Dove and CeraVe, according to Northwestern University's Kellogg School of Management, which each year grades commercials in its Super Bowl Advertising Review.
A memorable Super Bowl ad can not only elevate a brand, but help create a narrative around a product that helps change how consumers perceive it. Four decades ago, for example, Apple's iconic "" commercial famously helped the fledgling tech company cement the Macintosh as a hipper personal computer that rival IBM's hardware. At the same time, a clunky or insensitive ad can seriously tarnish a brand, such as the infamous 1999 Super Bowl ad for Just for Feet, which was called racist and tone deaf.
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