AdAge
Both Apple and Samsung took the opportunity of the Academy Awards to introduce new, inspiring commercials: see “Apple’s Oscars Ad Looks to Scorsese for Inspiration” and “An Ordinary Family Makes a Movie in Samsung’s Funny Oscars Spot.”
But the tech ads that rated better with viewers came from Adobe, the generally dull software company, and Samsung‘s waterproof phone.
Adobe’s colorful “Inspire Creativity” retrospective earned an Ace Score of 642, according to research firm Ace Metrix, which asked more than 500 consumers watch and score more than 24 new ads during the Oscars. Its Ace Score is based on two measures: “persuasion,” which reflects elements such as likeability, desire and attention; and “watchability,” which gauges viewers’ engagement with ads.
Samsung’s “Waterproof” spot, meanwhile, got a 620, topping not only Samsung’s auteur-encouraging commercial, which got a 614, but Apple’s stirring Martin Scorsese-narrated filmmaker spot and Samsung’s other ads for its phones and TVs, according to Ace Metrix.
The most most effective new ad of the night, by Ace Metrix’s measure, was Dove’s “One Positive Tweet to Start a Trend,” which got an Ace Score of 652.
