Case Study

January 16th, 2016

3D Dad Delivers Delight

Situation:

  • Samsung recently aired an ad for its new 3D LED television.
  • :30 second ad featuring dad bringing a 3D TV to his family.
  • :15 second version of the same ad, but “dad” was missing.

Results:

  • Both ads achieved outstanding Ace Scores.
  • The :30 second version was one of the highest scoring ads across all industries between men and women.

Opportunity:

  • Storyline of “dad bring home a great product for his family” struck a visceral nerve.
  • :30 second version achieved significantly higher levels of Persuasion, Relevance and Desire among middle-aged males (many of whom were dads).
  • The family enjoying the TV together was an integral part of the :30 second ad.
  • Samsung was not the only manufacturer to launch a new, innovative product. Other launch ads that had a less personal element generated lower Ace Scores.

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