Experts Weigh In on Best and Worst Super Bowl 60 Commercials

Kellogg School of Management panel rates ads from A to F based on marketing effectiveness

Apr. 11, 2026 at 10:23pm

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An extreme close-up photograph of shimmering, glittering gold and silver sequins, capturing the high-fashion glamour and spectacle of Super Bowl advertising.The dazzling visuals of Super Bowl commercials aim to captivate viewers and leave a lasting impression, even if the message falls flat.Seattle Today

The Super Bowl isn't just about the game - it's also a high-stakes battlefield for brands looking to capture viewer attention with their commercials. In 2026, some ads soared while others crashed and burned, according to an expert panel from the Kellogg School of Management. Their annual post-game analysis highlighted Google's emotional and practical ad for its Gemini AI service as the standout, while Coinbase's karaoke-style commercial received a failing grade for lack of clarity.

Why it matters

Super Bowl ads are a major investment, with 30 seconds of airtime costing $10 million. Brands pour additional millions into production and promotion, so nailing the marketing message is critical. The Kellogg review provides valuable insights into what resonates with viewers and drives business impact.

The details

The Kellogg panel, which assigns grades from A to F, awarded Google's ad a coveted 'A' for its heartwarming depiction of a mother and son using the Gemini AI app to envision their new dream home. In contrast, Coinbase's minimalist commercial featuring the Backstreet Boys was criticized for leaving viewers unsure of what the cryptocurrency exchange actually offers.

  • Super Bowl 60 took place in 2026.

The players

Kellogg School of Management

A prestigious business school at Northwestern University that conducts an annual review and analysis of Super Bowl commercials.

Google

The tech giant whose ad for its Gemini AI service was named the standout of Super Bowl 60 by the Kellogg panel.

Coinbase

The cryptocurrency exchange whose Super Bowl ad received a failing grade from the Kellogg review for lack of clarity.

Tim Calkins

A clinical professor of marketing and co-leader of the Kellogg School's Super Bowl Advertising Review.

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What they’re saying

“This particular advertisement truly embodies what Google has historically excelled at: weaving together authentic emotional narratives with a straightforward illustration of how their product can seamlessly integrate into the fabric of everyday life.”

— Tim Calkins, Clinical professor of marketing and co-leader of the Kellogg School's Super Bowl Advertising Review

The takeaway

Super Bowl ads are a high-stakes game, with brands investing millions to capture viewer attention. The Kellogg review highlights that the most effective ads blend emotional resonance with a clear demonstration of product value, while those that fail to communicate their core message effectively can spectacularly miss the mark.