The commercial that received the highest average score last year from viewers of national television ads in a closely followed survey was not a glitzy Super Bowl spot or an emotional Olympics spot. Nor was it a commercial that was sexy, snarky or stuffed with celebrities.
Rather, the commercial, for a French-door refrigerator from Samsung with 31.6 cubic feet of space, was straightforward, something in the show-and-tell vein. The spot offered a lighthearted demonstration of the capacity of the fridge by showing a family coming home from a shopping trip and filling it up bucket-brigade style, by tossing oversize packages of food from kid to Dad to kid to kid to Mom.
“It’s big,” an announcer says at the end of the commercial as the song “Big Time” plays on the soundtrack. “For your big life.” The commercial was created by Leo Burnett in Chicago, part of the Publicis Groupe.
In the survey, conducted by Ace Metrix, which is based in Mountain View, Calif., the Samsung refrigerator commercial received an Ace score of 697. That was the highest score for any of the almost 6,000 commercials that Ace Metrix evaluated last year, the company says.
Coincidentally, the No. 2 commercial, with an Ace score of 691, was from another appliance brand, Frigidaire, promoting a new oven and a new dishwasher.
Hmmmm. Maybe a lot of people were interested in updating their kitchens in 2012.
The scores, according to Ace Metrix, measure the creative effectiveness of commercials based on criteria like persuasion, attention and watchability.
Samsung had three commercials on the list of the top 20 ads with the highest average Ace scores, which Ace Metrix calls its Top Ads of the Year. The other two spots were for the Samsung Galaxy Note tablet; one finished third and the other was tied for ninth with a spot for Outback Steakhouse and a spot for the Apple iPhone 5.
Apple was the only other marketer in addition to Samsung to have more than one commercial in the top 20. Apple had two spots, both for the iPhone 5.
In addition to compiling the list of Top Ads of the Year, Ace Metrix, which is minority-owned by WPP, also compiles a list of spots in 15 categories, called Brand of the Year, reflecting the highest average Ace scores for a body of work in a calendar year.
Among the category leaders were: Infiniti and Cadillac, tied in the category of luxury automotive; Ford, nonluxury automotive; Blue Moon beer, alcoholic beverages; Ocean Spray, nonalcoholic beverages; MM’s, candies and snacks; Visa, financial services; Kraft dairy products, packaged foods; Pizza Hut, quick-service restaurants; Olive Garden, restaurants; Best Buy, retail; and Samsung, technology.
The results from Ace Metrix for 2012 were similar to what the company found in 2011, when, according to the AdFreak blog published by Adweek, the list of leading commercials was “full of the kind of hardworking, unglamorous ads that make snobby creatives squirm.”
Article source: http://mediadecoder.blogs.nytimes.com/2013/01/04/top-commercial-for-2012-was-really-big-ace-metrix-says/?partner=rss&emc=rss
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