Super Bowl 60 saw the Seattle Seahawks claim victory over the New England Patriots, but there were plenty of other winners — and losers — off the field during the game, with some brands scoring with their commercials and others fumbling their attempts for a loss.

The stakes are high for advertisers, with 30 seconds of airtime fetching as much as $10 million in Sunday's game. Brands pay additional millions to craft their commercials, hire celebrity spokespeople and market their ads before the game.

The most effective Super Bowl ads this year delivered an emotional or humorous punch while also clearly conveying the importance or utility of their products, according to Northwestern University's Kellogg School of Management. The annual post-game ad breakdown ranked Google's spot for its Gemini artificial intelligence service as the best this year because it tugged at the heartstrings while also showing how the platform could be used to picture a newly bought home with fresh paint, a redecorated child's bedroom and a cozy garden.

"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," said Tim Calkins, clinical professor of marketing and co-lead of the Kellogg School Super Bowl Advertising Review.

Coinbase, meanwhile, earned a failing grade from Kellogg's ad review for using a Backstreet Boys song with karaoke-like lyrics. The ad failed to show viewers what Coinbase does or why they might want to use it, the business school said.

Google's ad, titled "New Home," touted the tech giant's AI capabilities, showing a mom and young son using its Gemini app to depict what their new house would look like with a new garden and different colored walls. The ad oozes cuteness, featuring an adorable baby, a charming house and a faithful family dog.

The Kellogg panel, which ranks the ads with grades from A to F, gave the Google ad an "A."

Coinbase's ad got a failing grade from the Kellogg review panel because the pared-down commercial was unclear about what the crypto exchange does — or even that it has anything to do with cryptocurrency.

Full ratings for Super Bowl 60 ads
Below is the full list of Super Bowl commercial ratings from the Kellogg panel, which rates the commercials on their marketing effectiveness.

A-rated ads
Google
Bosch
Novartis
Anthropic (Claude)
Michelob ULTRA
NFL
Pepsi
TurboTax
Levi's

B-rated Super Bowl ads
Fanatics Sportsbook
Lay's
Ring
Xfinity
T-Mobile
Uber Eats
Hellmann's
Microsoft Copilot
Squarespace
Grubhub
Wix
Budweiser
Pokémon
Meta
Liquid Death
Red Bull

C-rated Super Bowl ads
Apartments.com
Homes.com
Liquid I.V.
Toyota
Dove
Universal Orlando Resort
Pringles
Blue Square Alliance Against Hate
Hims & Hers
Wegovy
Nerds
Base44
Ro
Dunkin'
Bud Light
Toyota
Genspark
State Farm
DraftKings
Boehringer Ingelheim
Cadillac
Kinder Bueno
WeatherTech
Amazon (Alexa)
OpenAI

D-rated Super Bowl ads
Ritz
The MAHA Center
Poppi
Instacart
Redfin/Rocket
Salesforce
He Gets Us
Svedka
Volkswagen

F-rated Super Bowl ads
Coinbase
ai.com

Source