Review of Super Bowl Advertising

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Millions are spent each year on producing and running television commercials during America’s preeminent sporting event—the Super Bowl. Advertisers showcase new products, build their brands’ images, or announce changes in corporate direction. These spots are always entertaining and rated by nonfootball fans as the main reason for watching the game. Calkins will play spots run for the first time during Super Bowl LI and share his insights into what makes those spots effective, or ineffective, uses of marketing dollars.

6 p.m.

6:30 p.m.

7:45 - 9 p.m.
Q&A, book signing, meet the author

About the speaker

After receiving an M.B.A. from Harvard University, Calkins started his career in brand management at Kraft Foods, managing Miracle Whip, Taco Bell, Parkay, and DiGiorno, before making a transition back to the classroom. He is now a clinical professor of Marketing at Northwestern University’s Kellogg School of Management and an internationally recognized expert on brand-building. Calkins is famous for organizing panels of Kellogg students for “grading” Super Bowl advertising and they are often interviewed after the game by network broadcasters and business publications.

For more information, contact Tom Byrne at

Event Details

Thursday, Jan. 25
6 p.m. - 9 p.m.

Free admission

Room 1604, Des Plaines