SKECHERS AD GETS “A” GRADE FROM NORTHWESTERN STUDENTS

The Skechers Super Bowl ad featuring the speedy French bulldog, Mr. Quiggly, was one of only four mega-game commercials to win an "A" grade from the Eighth Annual Kellogg School Super Bowl Advertising Review at Northwestern University. The review panel included 44 students enrolled in the University’s MBA program.

Clinical Professor of Marketing Tim Calkins, who leads the event, said the panel "evaluates the ads based on strategic execution and the potential to build brands."

Commenting on the Skechers spot, the reviewers said, "The spot clearly communicated a benefit: speed. And it did so in a playful manner, with a tone that fit the Super Bowl environment."

Other top-ranked advertisers for 2012 included M&Ms, Dannon and Honda. The panelists use an academic framework to grade the ads based on several specific marketing criteria.