Tim Calkins

Marketing professor at Northwestern University's Kellogg School of Management. Teacher, author and consultant. I help people create and build great brands.

[Kellogg School @KelloggSchool]

Kellogg Super Bowl Ad Review: Post-Game Analysis 🏈📊

Join us Monday, Feb. 9 at 12:00 p.m. CT for a LinkedIn webinar with Profs. Tim Calkins and Derek Rucker breaking down the 2026 results—biggest winners and losers.
Register today: https://t.co/5epJ0nGhWl

#KelloggBowl

[Tim Calkins @TimothyCalkins]

Results are final for the #KelloggBowl. Students at @KelloggSchool evaluated all the #SuperBowl ads. Top advertiser: Novartis. Astonishing spot. Ultra and Google also finish near the top. See the results here:
https://t.co/m7XZhwCeNm

[Tim Calkins @TimothyCalkins]

That's a wrap on the #KelloggBowl! Amazing night of advertising. Final results coming soon! Check out https://t.co/oOQm4ae2gc for all the analysis tomorrow.

[Tim Calkins @TimothyCalkins]

This is an easy call: the #SuperBowlAds were better than the football this year. #SuperBowl #KelloggBowl

[Tim Calkins @TimothyCalkins]

@Dove delivers a serious spot in a cheerful way. Very on-brand. Last year's spot was perhaps a little too somber for the #SuperBowl environment. #KelloggBowl #SuperBowlAds

[Tim Calkins @TimothyCalkins]

That is a solid @bookingcom spot...the benefit comes across: find the place that is right for you. #KelloggBowl #SuperBowlAds

[Tim Calkins @TimothyCalkins]

@virtualpenny I think the celebrities are definitely older. Safe, little risk of polarization.

[Tim Calkins @TimothyCalkins]

@gayle321 @Jeep I agree!

[Tim Calkins @TimothyCalkins]

The @Tubi spots are not pleasant to watch. Negative amplification. #KelloggBowl #SuperBowlAds

[Tim Calkins @TimothyCalkins]

What an iconic ad from @Jeep ! Amazing brand building. One in a long series of epic #SuperBowl ads from the team at @Stellantis #KelloggBowl #SuperBowl

[Tim Calkins @TimothyCalkins]

That Hims ad is wrong in just so many ways. #KelloggBowl #SuperBowl

[Tim Calkins @TimothyCalkins]

@JordanOnBrand Yes...inconsistent with the brand equity, but a heart-warming effort.

[Tim Calkins @TimothyCalkins]

That's a @budlight spot! Very consistent with the brand equity, good attention, distinction. #KelloggBowl #SuperBowlAds

[Rahma Hasan @rahma_hasan]

@budlight brining it home with a solid ad! #kelloggbowl

[Tim Calkins @TimothyCalkins]

@JordanOnBrand Yes...hard to see how the ratings will hit a new high this year!

[Tim Calkins @TimothyCalkins]

Yes...a sweet spot. But you plant a potato to get a potato? That isn't very productive. #KelloggBowl #SuperBowlAds

[Alexa Fox @AlexaKaye3]

For me, nature/farm-themed ads hit right…such a nice contrast to the plastic surgery-laden mega celeb-focused ads. Nice palette cleanser, @LAYS! #SuperBowlLIX  #SBLIX #SuperBowlAds #KelloggBowl #BrandBowl

[Tim Calkins @TimothyCalkins]

@JordanOnBrand That could be. And on a basic level: people really don't want to wear glasses. #KelloggBowl

[Tim Calkins @TimothyCalkins]

Good news! The #KelloggBowl panel will be here until the end of this game! Lots of ads still to come. #SuperBowlAds #SuperBowl

[Tim Calkins @TimothyCalkins]

And the Q4 advertisers wept. #KelloggBowl

[Tim Calkins @TimothyCalkins]

I was sort of lost by that Door Dash ad. I see it...but it was just too wildly unrealistic for me. #KelloggBowl #SuperBowlAd