Super Bowl 60 featured a mix of standout and forgettable commercials, with the stakes high for brands paying up to $10 million for a 30-second spot. Google’s ad for its Gemini AI service topped the list, praised for its emotional appeal and clear demonstration of the product's utility. The ad showed a mother and son envisioning their new home, effectively connecting viewers to the brand. Tim Calkins from Northwestern's Kellogg School of Management pointed out the importance of clarity in ads, highlighting that successful spots communicated both the product and its benefits. AI-themed ads were prevalent this year, making up nearly a quarter of the pre-released commercials. Anthropic’s ad for its Claude chatbot also received high marks, showcasing a humorous interaction that clarified its purpose. In contrast, Coinbase and Ai.com received failing grades for their unclear messaging. Coinbase’s ad, featuring a Backstreet Boys song, failed to convey what the platform does, while Ai.com left viewers confused about its service. Other notable commercials included Bosch's humorous transformation of Guy Fieri and Levi's playful celebration of jeans, both of which resonated with audiences. Michelob Ultra featured Kurt Russell as a ski instructor, earning praise for its memorable storytelling. Ads focused on themes of community and kindness, with Rocket’s commercial featuring Lady Gaga highlighted as particularly heartwarming. Overall, Kellogg’s panel rated nine ads with an “A,” while only two received “F” grades, indicating a clear divide between effective and ineffective advertising this year.