The Kellogg School of Management rated the 2022 Super Bowl Ads based on a framework called ADPLAN: attention, distinction, positioning, linkage, amplification and net equity.

Uber Eats received the highest rating for its commercial featuring several celebrities eating inedible objects delivered to their home. It’s funny and memorable, with a close connection to the company’s new service.

On the other hand, Salesforce got an “F” for its commercial staring Matthew McConaughey. The ad took jabs at other tech company leaders focusing on space travel and, instead, implored us to “engage,” “plant more trees,” “build more trust,” and “make more space—for all of us.” Kellogg justified the bad rating: “for fumbling on effectiveness and linkage back to the brand.” I see the point: after watching the ad, viewers still won’t know what Salesforce is selling.

The Kellogg School’s ranking is one measure. In a USA Today viewer poll, the Coinbase ad, showing a QR-code worth $15 traveling across the screen for a minute, ranked last. Kellogg gave it an A.