MSU Professor Discusses The Best Super Bowl Ads

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What was your favorite ad in the Super Bowl? Michigan State University Marketing Professor Bob Kolt told Michigan News Network several of the commercials stood out during Sunday’s broadcast.

“We picked Amazon Alexa as number one and then we’ve got Rocket Mortgage, Uber Eats,” Kolt said. “We thought a Draft Kings commercial was the worst ad in the game, and then you lump in all the movie trailers and then that coin-based QR code that just seemed to stop the game. It lets you follow a QR code around the screen. That was pretty bad.”

What makes a good Super Bowl ad? Kolt says you need humor, a celebrity, a cute animal, or maybe a talking dog, cat, horse, or even a sloth. On top of all that, you need emotion to get people invested in a storyline. If you can do all that, Kolt says you have a truly great Super Bowl ad that people will remember.