Super Bowl commercials: the touchdowns and the letdowns [CBC (Canadian Broadcasting Corporation)]
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Source: CBC
Super Bowl commercials: the touchdowns and the letdowns A look at the best and worst commercials for Super Bowl LII Only one team wins the Super Bowl, but several advertisers scored wins with their commercials in the big game, say experts who analyze the ads. "Amazon's spot did everything a Super Bowl spot is supposed to do," said Prof. Tim Calkins from the Kellogg School of Management at Northwestern University in Evanston, Ill. The spot, called " Alexa loses her voice ", features celebrity chef Gordon Ramsay, rapper Cardi B, actress Rebel Wilson and actor Anthony Hopkins taking over Alexa's duties, to the concern of Amazon CEO Jeff Bezos. "The branding was really strong, it quickly got your attention, you know what the ad was for," explains Calkins. "And on top of that it highlighted the functionality of Alexa." Amazon's ad was crowned the game's winner by Calkins, his colleague Prof. Derek Rucker and a panel of business students at Northwestern taking part in the annual Kellogg Su
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