Google has scored a major victory in the world of Super Bowl advertising, once again securing top honors in the prestigious Kellogg School of Management Super Bowl Advertising Review. The tech giant’s ‘Javier in Frame’ spot for the Google Pixel smartphone resonated with the panel for the second year running, solidifying its mastery of impactful Super Bowl messaging.
“Google Pixel has clearly figured out the formula to success for advertising in the Super Bowl,” noted Derek Rucker, the Sandy & Morton Goldman professor of entrepreneurial studies in marketing and co-lead of the review panel. “Once again the company was able to demonstrate a new technology that enhances the user experience, while also connecting with viewers in an unexpected, emotional way.”
The Kellogg panel analyzes Super Bowl ads using the ADPLAN framework, examining factors like attention-grabbing ability, branding, and overall strategic efficacy. This year’s commercial landscape featured playful humor and familiar celebrities, but Google stood out with its ad featuring the Pixel 8 Pro. The brand consistently demonstrates an ability to showcase not just innovative technology, but the powerful and relatable moments that technology enables.
While not every advertiser hit a home run this year (with Homes.com and Squarespace being notable misses), Google Pixel’s repeat win underscores its commitment to strategic advertising that leaves a lasting impression. In a rapidly evolving tech world, staying top-of-mind with consumers is paramount, and Google clearly understands how to deliver impactful, memorable Super Bowl campaigns, featuring its Pixel phones.