Google Reclaims No. 1 Spot at the 2026 Kellogg School Super Bowl Advertising Review

Google's 'New Home' ad tops the annual rankings, as AI and health-focused ads make a strong showing

Published on Feb. 9, 2026

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Google Gemini's emotional 'New Home' ad took the top spot in the 22nd Kellogg School Super Bowl Advertising Review, marking the fourth time Google has claimed the No. 1 position. The ad balanced storytelling and product value, showcasing how AI can support life transitions. Other top-ranked ads came from Anthropic's Claude and Novartis, while some new advertisers like Coinbase and ai.com received low grades.

Why it matters

The Kellogg School Super Bowl Advertising Review has become a highly anticipated annual tradition, providing an academic analysis of the strategic effectiveness of the year's Super Bowl ads. This year's results highlight the growing prominence of AI and health-focused advertising, as well as the continued importance of emotional storytelling and clear brand messaging, even for new and emerging technologies.

The details

Google's winning ad 'New Home' was praised for its emotional resonance and clear demonstration of product value, echoing the spirit of the brand's iconic 'Parisian Love' spot from 2009. Several first-time advertisers made their debut, including Tecovas, Fanatics Sportsbook, and Novo Nordisk, the latter two marking notable entries for weight-loss medication advertising on the Super Bowl stage. Artificial intelligence was a central theme, both as a subject of brand storytelling and as a creative tool, with brands like Microsoft, Amazon, and Genspark using the stage to define how their technologies fit into everyday life.

  • The 22nd Kellogg School Super Bowl Advertising Review took place on February 9, 2026.

The players

Google Gemini

The AI-powered division of Google that created the winning 'New Home' ad.

Anthropic

An AI company that debuted its first Super Bowl ad promoting its ad-free AI platform.

Novartis

A pharmaceutical company that received high marks for its 'Relax Your Tight End' ad.

Coinbase

A cryptocurrency exchange that aired a spot that failed to establish a clear connection to the brand or its value proposition.

ai.com

A technology company that received a low grade for its Super Bowl ad, leaving viewers unclear on what the product actually offered.

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What they’re saying

“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.”

— Tim Calkins, Clinical professor of marketing and co-lead of the Kellogg School Super Bowl Advertising Review (Kellogg School)

“Anthropic's message stood out because it was simple and clearly differentiated. In a crowded environment of AI brands, that clarity made the ad especially effective.”

— Derek Rucker, Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing and co-lead of the Ad Review (Kellogg School)

“When you're advertising new technologies, there's a lot to learn from classic brand building. ai.com is a good example of what can go wrong—after watching the ad, people were still left wondering what the product was.”

— Tim Calkins, Clinical professor of marketing and co-lead of the Kellogg School Super Bowl Advertising Review (Kellogg School)

“Many advertisers appeared to be playing it safe this year. Nostalgia and well-liked celebrities are two of the most reliable ways to do that. Familiar faces and throwback references offer a shortcut to attention, but they still need to be paired with a clear brand message to be truly effective.”

— Tim Calkins, Clinical professor of marketing and co-lead of the Kellogg School Super Bowl Advertising Review (Kellogg School)

“There was a remarkable number of health-focused spots this year. When you advertise during the Super Bowl, it's a very different game—the ad has to both entertain and educate. Novartis understood that balance better than anyone, creating a spot that was distinct, engaging, and ultimately drove its message home.”

— Derek Rucker, Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing and co-lead of the Ad Review (Kellogg School)

What’s next

The full rankings from the 22nd Kellogg School Super Bowl Advertising Review are available on the school's website.

The takeaway

This year's Super Bowl ads highlighted the growing prominence of AI and health-focused advertising, as well as the continued importance of emotional storytelling and clear brand messaging, even for new and emerging technologies. The Kellogg School's annual review provides valuable insights into advertising trends and best practices on the biggest stage in marketing.