According to a recent poll, more than half of Super Bowl watchers tune in for the commercials just as much as they do for the game. As one of the most watched television broadcasts, the big game attracts lots of advertisers paying big bucks on the creative pursuit of even more money. Or, in the case of this year’s most talked—about moral persuasion. Derek Rucker is a professor of marketing at Northwestern University’s Kellogg School of Management and he talks about the best and worst ads of the night and how he evaluated them.

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Kellogg Super Bowl Advertising Review