Google Gemini Triumphs in Kellogg School Super Bowl Ad Review 2026

In an exciting turn of events, Google Gemini has secured the top position in the 22nd edition of the Kellogg School Super Bowl Advertising Review, showcasing its emotionally compelling campaign 'New Home.' This advertisement highlights the transformative capabilities of AI, illustrating how technology can enhance life transitions through creativity and genuine human connections.

This remarkable achievement marks the fourth occasion that Google has claimed the top spot in the annual review, a notable recognition in the realm of advertising. The review panel, comprising experts from the Kellogg School of Management, praised the ad for its balance of emotional storytelling and effective product demonstration, echoing the sentiments of Google’s classic 'Parisian Love' ad from 2009 while adapting it to the current AI-driven landscape.

Tim Calkins, a marketing professor at Kellogg and one of the review's co-leads, noted, "This ad captures what Google has historically done best, pairing genuine emotional storytelling with a clear illustration of how the product fits naturally into people's lives." Meanwhile, Derek Rucker, co-lead of the review, believed that the ad represented a fresh evolution of Google’s well-known advertising strategy rather than a shift away from it.

Alongside Google, other brands also made an impact during the review. Notably, Anthropic's Claude earned acclaim with its humorous ad titled 'Can I get a six pack quickly?' Another strong contender was Novartis, with their campaign 'Relax Your Tight End.' However, not every brand performed well, as Coinbase and ai.com fell short of expectations, with the latter receiving particularly low ratings due to its unclear branding message.

In an era increasingly defined by AI, many brands utilized the Super Bowl platform to emphasize their innovative technologies and their relevance in everyday life. Prominent companies such as Microsoft and Amazon shared narratives that ranged from emotional connections to practical demonstrations of performance and productivity. Notably, Meta showcased its AI-powered eyewear, advocating its 'athletic intelligence' features. Interestingly, Svedka's ad, which featured captivating dancing robots, was primarily generated using AI technologies.

Despite solid performances by the likes of Google and Anthropic, others struggled to connect with audiences. Coinbase's karaoke-themed ad, featuring a Backstreet Boys song, failed to establish a linkage to their brand or offer a persuasive value proposition, leading to its disappointing rating. Similarly, ai.com was criticized for not clearly communicating what their product offered, leaving viewers confused about its purpose.

The trend of celebrity endorsements continued this year, with big names like Matthew McConaughey, Bradley Cooper, and others starring in various ads, contributing to the supercharged atmosphere traditionally associated with Super Bowl advertising. Nostalgia also played a significant role, as several commercials invoked 1990s pop culture to engage the millennial demographic. Dunkin' paid homage to classic sitcoms with an ad featuring beloved stars from the era, while Xfinity reincarnated Jurassic Park, bringing back the original cast from the 1993 film.

Calkins remarked, "Many advertisers appeared to be playing it safe this year. Nostalgia and well-liked celebrities have proven to be successful tactics, offering advertisers a quick route to gaining attention. However, a clear brand message remains essential for true effectiveness."

This year also witnessed a remarkable surge in health-oriented advertisements, covering topics such as hydration, fiber intake, and wellness. Notably, Novo Nordisk, Ro, and Eli Lilly promoted their GLP-1 medication offerings, marking a significant trend towards health-related messaging and away from traditional snack and candy advertisements.

In a bid to address everyday health concerns with creativity and humor, brands like Liquid I.V. focused on hydration awareness, while Novartis crafted a unique, engaging spot that communicated health literacy effectively. Rucker stated, "There was a remarkable number of health-focused spots this year. The Super Bowl advertising environment demands an entertaining yet educational approach—something Novartis executed distinctly well."

The Kellogg School Super Bowl Advertising Review evaluates ads using the ADPLAN framework, assessing factors such as Attention, Distinction, Positioning, Linkage, Amplification, and Net Equity. With this year marking the 22nd anniversary of the review, it has become a cherished tradition within the Kellogg marketing community, providing invaluable insights into the evolving landscape of advertising.

For a complete list of rankings, visit the Kellogg School of Management's website. The success of Google Gemini at this review underscores the powerful interplay of creativity, emotional connection, and technological innovation in modern advertising.