From Fortune:

Northwestern University’s Kellogg School of Management is gearing up for its 20th Annual Super Bowl Ad Review, where students rank the ads live. The event emphasizes experiential learning and tasks students with grading companies’ Super Bowl ads for their effectiveness in building brand and business. Last year, Google Pixel, Uber, and Doritos performed well.

Tim Calkins and Derek Rucker, marketing professors at the school, host the ad review and focus on which ads would be most effective and build the brand and business. Last year, Google Pixel won. The event has drawn a lot of attention from advertisers, with even students finding it a useful experience for future work.

Participating students say the skills they gained from the event have been invaluable in their careers, with one Kellogg alum who participated in 2022 saying that the skills of creating a Super Bowl ad are universal to anyone in marketing and are still utilized almost every day.

The event has become a big feature in marketing with advertising and marketing managers who earning impressive salaries and expecting the field to grow.



Read more: These students are watching for the ads—instead of football or Taylor Swift at this year’s Super Bowl.