PR Newswire
Google Gemini claimed the top honor in the 22nd Kellogg School Super Bowl Advertising Review, earning first place for its emotionally driven “New Home” spot—an ad that framed AI not as spectacle, but as a quiet partner in life’s transitions. It marks the fourth time Google has taken the No. 1 position in the Kellogg panel’s rankings, reinforcing the brand’s long‑standing ability to translate complex technology into relatable storytelling.
In a year when artificial intelligence flooded the Super Bowl stage—both as a product and a creative tool—Gemini stood out for doing something deceptively simple: showing, not telling.
A Modern Echo of “Parisian Love”
According to Kellogg reviewers, Google’s winning formula wasn’t just emotional resonance. It was clarity.
The “New Home” ad showcased how Gemini can support creativity and connection during major life changes, echoing the narrative arc of Google’s iconic 2009 “Parisian Love” commercial. That earlier spot used search queries to tell a love story; this year’s entry updated that ethos for the AI era.
Tim Calkins, clinical professor of marketing and co‑lead of the Kellogg review, noted that the ad paired emotional storytelling with a clear illustration of product value—something many tech advertisers struggle to balance.
Derek Rucker, co‑lead of the review and professor of marketing, described the spot as a natural evolution of Google’s brand playbook rather than a departure from it.
That distinction matters. As generative AI companies scramble to differentiate themselves, Gemini leaned into familiarity and trust—a strategic move in a category often associated with disruption and uncertainty.
AI Everywhere—But Not Always Clear
Artificial intelligence dominated this year’s Super Bowl creative landscape.
Anthropic made its first Big Game appearance, promoting Claude as an ad‑free AI platform. Its “Can I get a six pack quickly?” spot earned top marks for simplicity and differentiation—an important feat in an increasingly crowded AI field.
Other tech giants also took their swings:
- Microsoft and Amazon highlighted practical AI applications.
- Meta returned with two spots for its AI‑powered eyewear, emphasizing “athletic intelligence.”
- Genspark joined the mix with performance‑focused messaging.
- Svedka reportedly used AI extensively to create its robot‑themed ad.
Yet not every AI‑themed ad landed cleanly.
Coinbase received low marks for a karaoke‑style spot featuring the Backstreet Boys that reviewers felt lacked a clear connection to the brand’s value proposition. Meanwhile, ai.com left panelists unclear about what the product actually offered—a critical misstep when introducing emerging technologies.
The takeaway? In high‑stakes environments like the Super Bowl, clarity still beats cleverness.
“When you’re advertising new technologies, there’s a lot to learn from classic brand building,” Calkins observed. Even the most cutting‑edge innovation needs straightforward positioning.
Health and Wellness Take Center Stage
Beyond AI, another notable shift reshaped this year’s advertising mix: health. Weight‑loss medications and broader wellness themes surged into prominence. Novo Nordisk (Wegovy), Ro, and Eli Lilly (Zepbound) all spotlighted GLP‑1 treatments, marking a significant evolution from the snack‑ and beverage‑heavy lineups of previous years.
First‑time advertisers included:
- Novo Nordisk
- Ro
- Tecovas
- Fanatics Sportsbook
- Liquid I.V.
- Ring
The presence of weight‑loss medications during the Super Bowl signals both mainstream acceptance and aggressive brand competition in a rapidly expanding pharmaceutical category.
Health messaging extended beyond prescriptions. Liquid I.V. tackled hydration awareness, Raisin Bran leaned into fiber education, and Liquid Death introduced a lower‑caffeine energy drink. Hims & Hers also used its spot to acknowledge the broader health gap, framing diagnostic testing and access to care as a growing consumer concern.
Rucker noted the challenge of balancing entertainment and education on the Super Bowl stage—a dynamic Novartis reportedly handled especially well with its “Relax Your Tight End” spot.
The surge in wellness advertising suggests a recalibration of priorities. As consumer interest in preventative health and lifestyle optimization grows, brands are using the Super Bowl to normalize conversations once considered niche or clinical.
Nostalgia and Celebrity: Playing It Safe
If AI and health represented forward momentum, nostalgia served as a safety net.
Many brands leaned into 1990s pop culture—arguably targeting millennials now deep into their prime earning years. Highlights included:
- Dunkin’s parodying a 1990s sitcom with Ben Affleck, Jennifer Aniston, and Ted Danson.
- Xfinity reviving Jurassic Park with members of the original 1993 cast.
- The Backstreet Boys appearing in ads for multiple brands.
Calkins characterized much of the creative approach as risk‑averse. Nostalgia and familiar faces offer reliable shortcuts to attention—but without tight brand linkage, they can fall flat.
The ADPLAN Framework: How Kellogg Grades the Game
The Kellogg School Super Bowl Advertising Review evaluates ads using an academic framework known as ADPLAN:
- Attention
- Distinction
- Positioning
- Linkage
- Amplification
- Net Equity
Now in its 22nd year, the review has become a staple within the marketing academic community, blending strategic analysis with cultural commentary.
Under that framework, Google’s Gemini ad excelled not just because it tugged at heartstrings—but because it clearly demonstrated how the product fits into everyday life.
What This Year Signals for Advertisers
Three clear themes emerged from the 22nd annual review:
- AI is mainstream—but must be understandable.
- Health and wellness are claiming more premium ad real estate.
- Nostalgia remains effective—but only with strong brand linkage.
The Big Game remains one of advertising’s most expensive proving grounds. But as this year’s Kellogg rankings suggest, spectacle alone isn’t enough.
In a media environment saturated with noise, brands that win are those that combine emotion, clarity, and strategic positioning.
Google’s Gemini didn’t just showcase AI. It demonstrated how to market AI—something that, judging by this year’s mixed results, remains an evolving art.
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