Google's Gemini ad tops Super Bowl 60 commercial rankings
Advertising experts rated Google's artificial intelligence spot as the year's best Super Bowl commercial, with 30-second slots commanding up to $10 million.
6 hrs ago
Super Bowl 60 aired Sunday with the Seattle Seahawks defeating the New England Patriots, but the game was not the only competition taking place. Brands competed for viewer attention through their commercials, with some succeeding and others falling short in their advertising efforts.
The cost of reaching Super Bowl audiences remains substantial. A 30-second commercial slot during Sunday's game fetched as much as $10 million, according to advertising experts. Beyond airtime costs, brands invested additional millions to produce their commercials, secure celebrity spokespeople, and market their advertisements before the game aired.
Google's commercial for its Gemini artificial intelligence service earned the top ranking in post-game ad assessments. According to Northwestern University's Kellogg School of Management, the spot succeeded by combining emotional resonance with practical demonstration of the product's utility. The ad showed how the Gemini platform could be used to visualize a newly purchased home with fresh paint and redecorated interiors.
Experts from the Kellogg School identified common characteristics among the most effective Super Bowl advertisements this year. The most successful ads delivered either an emotional or humorous impact while clearly communicating the importance or utility of their products to viewers.
Coverage of the commercials extended across multiple outlets tracking the advertisements aired during the game. The Athletic provided live coverage of the Super Bowl LX halftime show, which featured Bad Bunny. Discussions of the commercials included rankings of standout spots, with reviewers noting that memorable and funny advertisements have become more common in recent years after a period of weaker creative output in the late 2010s.