Whom You Know: #SportyPeachy #ABCAnotherBrilliantCampaign Uber Eats wins at the 2022 Kellogg School Super Bowl Advertising Review Salesforce and Toyota Fumble during the Big Game

Thursday, February 24, 2022

#SportyPeachy #ABCAnotherBrilliantCampaign Uber Eats wins at the 2022 Kellogg School Super Bowl Advertising Review Salesforce and Toyota Fumble during the Big Game

Uber Eats is a big winner in strategic ad rankings with their spot featuring Jennifer Coolidge, Trevor Noah, Gwyneth Paltrow and Nick Braun from "Succession," in the 18th consecutive Kellogg School Super Bowl Advertising Review. Other brands that earned top marks included Planters, Google Pixel 6, and Doritos, continuing its legacy of creativity while linking back to its recognizable product. Not all advertisers had a winning night, including Salesforce, which received low grades during this year's Super Bowl for fumbling on effectiveness and linkage back to the brand.

"Uber Eats is the winning ad this year because it had very strong branding and played off its known attributes to leverage its equity in a simple and clear message," said Derek D. Rucker, Sandy & Morton Goldman professor of entrepreneurial studies in marketing at the Kellogg School of Management at Northwestern University and co-lead of the school's Ad Review. "A lot of money is on the line for any brand who advertises in the Super Bowl and they put themselves in position to benefit from the exposure by bringing awareness to their product offerings, and broadening their exposure.

Over 40% of this year's Super Bowl commercials came from new advertisers, and with high pressure to perform well, that wasn't the case for some. Rucker added, "There were many new advertisers, including multiple cryptocurrency brands that missed the mark. While many of them caught viewer attention, there was no clear benefit or branding that helped to position crypto as the trusted future of investing."

Salesforce's "Team Earth" and Toyota's "Two Brothers" spots were among other flops, despite their emotional and forward-thinking approaches. Taco Bell's advertisement failed as well, lacking distinction and linkage back to the brand, regardless of pop-singer Doja Cat's appearance.

This year, we saw many brands bring advertisements with a remarkably upbeat tonality, suggesting that consumers are responding to positive messages and a sense of normalcy as we enter the third year of the Covid-19 pandemic, especially with Expedia's reference to travel. More than anything, however, this year was a battle of the electric vehicles, but who differentiated from the rest? According to the Ad Review panel, BMW's new electric line, was the highest rating of the group.

"Overall, this year's Super Bowl brought an optimistic tone with references to life before the Covid-19 pandemic. It was great to see brands honing in on their creativity and strong references to emerging areas of business, like healthtech, sustainable auto and cryptocurrency," said Tim Calkins, clinical professor of marketing at the Kellogg School of Management at Northwestern University and co-lead of the school's Ad Review.

The Kellogg School Super Bowl Advertising Review uses a strategic academic framework known as ADPLAN to evaluate the strategic effectiveness of Super Bowl spots. The acronym helps viewers grade ads based on Attention, Distinction, Positioning, Linkage, Amplification and Net Equity.

To learn more about the Kellogg School Super Bowl Advertising Review, visit https://www.kellogg.northwestern.edu/news-events/super-bowl.aspx.

For more information about the Kellogg School of Management at Northwestern University, visit www.kellogg.northwestern.edu

Recent Testimonials by Brand Ambassadors on their Experience with Whom You Know

"I work with Peachy Deegan because she's prolific at what she does. She's a hard worker, she's thoughtful and she's tasteful at what she writes which is very important. Peachy gets the facts correct, and just that alone is worth its weight in gold."

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https://warrentricomi.com/

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Sometimes WHOM YOU KNOW, really makes a difference and Ammos Estiatorio is grateful to know Peachy Deegan!"
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Dimitris Nakos, Founder and Owner of
Ammos Estiatorio
https://ammosnewyork.com/

“Whom You Know has done an amazing job of featuring our company over many years [seven]. Peachy has worked tirelessly to create a well-curated selection of topics and brands that are clearly of relevance to her growing audience of readers. Her articles are filled with great insights based on first-hand experience. She does her research, knows her business and is a pleasure to work with!”

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www.FreshOrigins.com

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http://www.damienflood.ie/

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Peachy has such a strong relationship with her readers. She provides honest and real comments; she is truly a trusted source in a very large circle
of consumers."
-Scott Wehrs
President
Intelex U.S.A.
http://www.intelexusallc.com/

"We at Primola love working with Whom You Know and are proud to have been a highly-ranked Manhattan restaurant by Peachy Deegan since 2012, and are featured seasonally. We appreciate the fantastic work Peachy does highlighting our cuisine with her sublime writing style and the whole neighborhood of the Upper East side. Also, we are glad that she has started a Made in Italy column! If you have the opportunity to be considered for review, we'd highly recommend working with her."
-Giuliano Zuliani, Owner of Primola Restaurant
https://www.facebook.com/Primola-Canaletto-restaurants-NYC-135616799831091

"
Peachy Deegan is a gem. She is wonderful to feature our Irish brands in 'Whom You Know'! The articles are beautifully and passionately presented, bringing products and brands to life, making both relevant and fun for her many faithful followers to read. I am immensely proud for our hand-crafted products to be included in this venue!"

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Bill Follett
President, Belleek Group North America
www.Belleek.com

"As you know from my past features, Peachy Deegan and I were in the same class at Boston College prior to either of us becoming entrepreneurs. When we played together on the BC Alumni softball team in Central Park years ago, she mentioned she could not find a great dentist in Manhattan and could often be found networking on her phone in the outfield hiding from the ball. She was my second patient ever in 2006 when I opened my dental practice; I was one of the first sponsors on Whom You Know and the first Mover and Shaker featured in 2009 and have worked with her continuously since. She's even talked her friends that are doctors into being my patients, and they subsequently send their hospital colleagues. I don't know anyone that is as great of a networker and writer as Peachy, nevermind that she is upstanding and always good for her word. Cosmopolitan Dental is so happy to be in the company of the caliber of major brands she works with today, and although she will tell you a million ways to get your teeth dirty between Peachy's Picks, Terrific Takeout and Peachy's Pantry, Peachy Deegan will tell you there is only one way to get your teeth clean!"
-Dr. Garo Nazarian, Founder and Owner of Cosmopolitan Dental
http://cosmopolitandental.com/