Harvard Club of Chicago

Tim Calkins, MBA'91

Annual Super Bowl Ad Review with Tim Calkins MBA '91

Tuesday, February 15th

The Super Bowl is marketing’s biggest event of the year. Advertisers pay millions for each thirty second spot. This 2022 Super Bowl promises to be particularly interesting given the controversy around the pandemic, over NFL protests, concern about head injuries, and the broader polarization of our country. Which brands will sign on? Which will sit out this year? Will they make a statement or stick with safe, humorous spots?

Tim Calkins has been studying Super Bowl ads for more than a decade and is one of the world’s most quoted experts. Join him for the HBSCC’s annual look at the highs and lows of the latest Super Bowl advertising. Who did well? Who missed? And what does all this mean for business leaders?

Tim Calkins helps people build strong brands.
Tim is a marketing professor, author, speaker and consultant. He is Associate Chair of the Marketing Department and Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management, where he teaches courses including Marketing Strategy, Biomedical Marketing and Strategic Marketing Decisions. He is also co-academic director of the Kellogg on Branding executive education program.


Tim is an expert on Super Bowl advertising. He created the Kellogg Super Bowl Advertising Review in 2005 and has led the event ever since. Over the past ten years, the program has generated more than five billion media impressions.

In addition to teaching at Kellogg, Tim works with major corporations around the world on strategy and branding issues. His recent clients include Eli Lilly, Bayer, Medtronic and AbbVie. He is managing director of Class 5 Consulting, a marketing strategy firm.

Tim is frequently cited by the media. He has been quoted in publications including Business WeekThe Financial TimesThe Wall Street Journal and The New York Times, and has appeared on all of the major television networks.

He serves on the board of the Alliance Française de Chicago and completed two terms on the board of the Lycée Français, Chicago’s French-International School.

Tim began his career at the consulting firm Booz Allen and Hamilton, where he worked on strategy projects. He joined the marketing team at Kraft Foods in 1991. During his almost 11 years at Kraft, he led brands including Miracle Whip, Taco Bell, Parkay and DiGiorno. He was responsible for the launch of more than two dozen new products.

He received his BA from Yale and his MBA from Harvard. Tim lives in Chicago with his wife and three children, and no chickens.


  • Date: Tuesday, February 15, 2022

  • Time: 5:30p-7:00p Central

  • Location: Virtual (Zoom link will be sent upon registration)

  • Cost: Harvard Students, HCC Members & Harvard Alums - Complimentary
    General Public - $10

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