Story adapted from an article originally shared through MSUToday.
A group of faculty members and advertising students from the Department of Advertising and Public Relations put their expertise to work by ranking the commercials that aired during Super Bowl LX. While the Seattle Seahawks’ 29-13 win over the New England Patriots was the headline of the game, the ads drew focused attention from this group — marking the 29th year that the department has done this. This year was notable because students majoring in advertising and public relations joined faculty in the judging panel for the first time, broadening the perspective behind the rankings.
Advertisements were assessed using criteria such as creative messaging, storytelling, brand authenticity, memorability, emotional engagement, cultural relevance, inclusivity and representation — as well as the appropriateness of celebrity endorsements and the use of artificial intelligence. According to the evaluations, Lay’s and Michelob Ultra stood out as the top ads of the day, with other high performers differing slightly between the faculty and student lists. Both groups agreed on a least favorite, signaling that not every commercial hit the mark.
The exercise offered students a valuable chance to apply critical industry lenses to real-world creative work, sharpening their understanding of how audiences perceive and respond to advertising in a hyper-competitive media environment. The rankings also underscore how the Super Bowl continues to be one of the most impactful stages for advertisers — with some brands paying up to $10 million for just 30 seconds of national airtime.