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Novartis Clinches Top Prize at 2025 Super Bowl Ad Review

In a groundbreaking achievement, Novartis emerged as the standout winner in the 21st Kellogg School Super Bowl Advertising Review held in 2025. The pharmaceutical giant's captivating advertisement titled “Your Attention, Please” earned accolades for its innovative approach in addressing breast health awareness and promoting cancer screenings. This marked the first occasion in the history of the Advertising Review that a pharmaceutical company has secured the top position, showcasing Novartis's commitment to tackling significant health issues through impactful marketing.

Pioneering Approach to Advertising

The advertisement, which melded playful tones with serious messages, captivated audiences and reviewers alike. According to Tim Calkins, a clinical professor of marketing who co-leads the review, “Novartis took a risk to really break through the clutter.” This combination of humor alongside critical health messaging set the brand apart from its competitors. Derek Rucker, another co-lead of the Ad Review, emphasized that the ad strikingly transitioned from a lighthearted beginning to a compelling call for attention toward breast cancer awareness.

Runners-Up: A Strong Show of Support for Women

While Novartis took the crown, other brands also made impressive strides in the advertising arena. Michelob Ultra's “The ULTRA Hustle” and Google Pixel's “Dream Job” received top honors, indicating a trend towards advertisements that resonate with contemporary societal values, especially regarding women and sports. Nike, making a notable return to the Super Bowl after nearly three decades with the ad “So Win,” featured renowned WNBA athletes, embodying a growing celebration of women's sports. Similarly, brands like Dove focused their ads on keeping young girls engaged in sports, reflecting a collective movement towards female empowerment.

Missed Opportunities and Mixed Reviews

However, not all advertisers capitalized on their Super Bowl opportunities. Tubi and Coffee-Mate found themselves on the receiving end of harsh critique for failing to deliver compelling narratives. Tubi aired three ads but resulted in low grades, while Coffee-Mate's advertisement—featuring a dancing tongue voiced by Shania Twain—was criticized for being off-putting during an event traditionally enjoyed for communal viewing.

Derek Rucker explained that Coffee-Mate’s approach broke a crucial advertising rule: to avoid alienating viewers in a context meant for enjoyment. These examples highlight the thin line brands tread in attempting to balance creativity and relatability in high-stakes advertising environments.

Celebrity Influence on Super Bowl Ads

This year’s Super Bowl also saw an influx of celebrity appearances, reinforcing the strategy of leveraging star power to attract attention. Brands like Dunkin’ featured stars such as Ben Affleck, while Dunkin’ itself showcased both Casey Affleck and Jeremy Strong. Moreover, Chris Hemsworth and Chris Pratt lent their star appeal to Meta/Ray-Ban's campaign. Michelob Ultra’s ad, which gained top rankings partly due to its featured stars Willem Dafoe and Catherine O'Hara, exemplified the effective use of celebrity in advertisements.

The Role of AI in Advertising

While artificial intelligence has been a hot topic in advertising lately, there was no evident dominance of AI in this year’s Super Bowl ads. However, brands like Salesforce and OpenAI promoted their AI solutions, hinting at a subtly increasing trend in utilizing AI tools in future campaigns. Despite the hype around AI, it remains to be seen how these innovations will further develop the advertising landscape.

Conclusion: A Celebration of Strategic Effectiveness

The Kellogg School Super Bowl Advertising Review employs an academic evaluation framework known as ADPLAN, which assesses ads based on Attention, Distinction, Positioning, Linkage, Amplification, and Net Equity. As the event celebrates its 21st anniversary, it continues to offer valuable insights into the evolving landscape of advertising strategies, consumer expectations, and brand communications. Novartis's historic win is not just a testament to its innovative advertising team but also a reflection of the shifting paradigms in how brands engage with critical societal issues. For a full list of rankings and more insights, one can visit the Kellogg School's website for further details.