Press Release

February 3rd, 2015

Mercedes-Benz’s “Fable” Ad Tops Ace Metrix Auto Bowl List

Mercedes-Benz’s “Fable” Ad Tops Ace Metrix Auto Bowl List

MOUNTAIN VIEW, CA.— February 3, 2015—Mercedes-Benz’s “Fable” ad topped all other Super Bowl automotive ads this year with an Ace Score of 649, according to Ace Metrix®, the standard in television and video advertising analytics. The ad, which won on Attention, Likeability and Emotion—a key combination of attributes for the most successful Super Bowl ads this year—was Mercedes’ best Super Bowl effort in six years. Similarly, each of the ads in the Top 5—from Mercedes, Dodge, Jeep, Kia and BMW—all represent these brands’ highest rated Super Bowl attempts to date.

“Mercedes concocted a brilliant combination of a compelling story told through cute animals, an incredible product connection, and a dash of emotion that resonated with consumers who were cheering for the underdog tortoise,” said Peter Daboll, CEO of Ace Metrix. “The ads from each of the top auto brands were impressive in their own rights, but stand out by really making Super Bowl history for their brands, surpassing all past efforts at making a splash in the big game.”

Top 5 Super Bowl Automotive Ads, 2015

(find all the Super Bowl ads at


Brand Ad Title Powered By

Ace Score


Mercedes-Benz (SB15) Fable Attention, Likeability, Emotion



Dodge (SB15) Official Dodge Wisdom Likeability, Emotion



Jeep (SB15) This Land Is Your Land Likeability, Relevance



Kia (SB15) The Perfect Getaway Attention, Likeability



BMW (SB15) Newfangled Idea Information, Change


*Definition: The Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. A unique sample of 500+ people, representative of the U.S. TV viewing audience scores each ad. The results are presented on a scale of 1–950, which represents scoring on creative attributes such as Persuasion, Likeability, Information, Attention, Change, Relevance, Desire and Watchability. This list represents the top 5 automotive Super Bowl XLIX ads by Ace Score as measured against a general population sample. The list is based on automotive ads to have debuted during the beginning of Super Bowl game play through the final whistle on February 2, 2015.

Following on Mercedes’ heels was Dodge’s very compelling “Wisdom” ad, which achieved an Ace Score of 644, landing it in the top 10 Super Bowl ads overall. The ad, which featured centenarians providing moving words of wisdom, was one of the more effective Super Bowl ads to use Emotion to connect with consumers. It was also extremely likeable.

Jeep’s “This Land is Your Land” ad also resonated with consumers who awarded it with an Ace Score of 625 for providing a relevant sustainability message that was very likeable. Kia’s “The Perfect Getaway” ad, starring Pierce Brosnan, was similarly a crowd-pleaser, scoring a 624 Ace Score and effectively grabbing the attention of consumers.

Rounding out the Top 5 list was BMW’s cute send-up of Katie Couric and Bryant Gumble, a humorous ad that was effective in changing consumers’ perceptions of BMW and providing valuable information. It earned an Ace Score of 620.

These scores represent an ad’s performance against a general population sample, providing comparability of data against all ads that ran in the Super Bowl. Luxury automotive ads are also scored against an augmented high-income sample, representative of the luxury automotive category audience. BMW’s “New Fangled Idea” earned the highest augmented score among luxury auto ads in the game with an Ace Score 639 versus Mercedes “Fable” which earned a 605.


For an interview about Super Bowl ads, please contact:

Michelle Robertson                                          Dori Busell                   
646-279-5775                                                     917-689-3415


For historical Super Bowl ad information, facts and figures, please visit:


About Ace Metrix

Ace Metrix® is the standard in television and video analytics, dedicated to delivering better, faster and more cost-effective solutions for evaluating video advertising within competitive context. Through the Ace Metrix LIVE® platform, companies access timely, actionable data wherever, whenever they need to, enabling real-time advertising campaign optimization. Combining leading edge technology and patent pending methodology, Ace Metrix is revolutionizing the way marketers measure themselves and their competitive landscape. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures and WPP.

Follow Ace Metrix on Twitter for sustained insight: @Ace_Metrix.

PR Contact:  Michelle Robertson   |    646-279-5775    |

Note: Ace Metrix®, the Ace Metrix logo design, Ace Score®, Ace Metrix LIVE® and Creative Lifecycle Management® are registered trademarks of Ace Metrix. Other trademarks are property of their respective owners.


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