In just a little over four short weeks we will be announcing the top video advertising brands of 2014. The 20 brands that will be awarded this honor have created a portfolio of new, 2014 ads that transcends that of their peers. In anticipation of the Brand of the Year announcement in January, below is a watch list of the top five brands per category currently in the running.
In commenting about this watch list of exceptional advertisers, Ace Metrix CEO, Peter Daboll, said, “The Brand of the Year Watch List illuminates the many paths to creative greatness. To be among the top performers in one of these competitive categories is an incredible accomplishment and illustrates a brand’s ability to break through and connect to consumers in a meaningful way. This year’s watch list showcases a large number of both newcomers and creative stalwarts, each with a unique story behind the success of their ad portfolio. We are anxious to see which of these brands secure the very top spot come January and if there will be any surprises given the year-end holiday push.”
brands organized alphabetically
Apparel & Footwear
Under Armour makes its first debut on the Brand of the Year Watch List. The athletic apparel company’s viral campaign for its line of women’s wear is included in the brand’s average score for the year. Under Armour is accompanied by last year’s watch list incumbents Adidas, Nike, Reebok and Skechers.
Luxury Auto
Joining the Luxury Auto list this year are brands Volvo and Audi. Volvo’s recent ads have centered around the safety and fuel economy for their luxury vehicles while Audi made an unforgettable appearance in this year’s Super Bowl with “Doberhuahua.” For the second year in a row, Buick (the 2013 Luxury Brand of the Year) represents the only domestic contender in the Luxury category while foreign auto makers Mercedes and BMW appear on the watch list once again.
Non-Luxury Auto
On the Non-Luxury Auto side, U.S. vehicles are proudly showcased through 2013 Brand of the Year Winner, Jeep, which appears alongside Ford (the 2012 Brand of the Year winner). Mazda has earned a place on the watch list for the second year in a row with Subaru and Nissan are newcomers to the category’s watch list.
Beer
2013’s Beer Brand of the Year, Samuel Adams, appears on this year’s watch list, alongside Super Bowl champion Budweiser, which aired the 2nd and 5th highest scoring Super Bowl ads this year. We also welcome watch list newcomers Coors, Stella Artois and cider brand Redd’s to the Beer list.
Non-Alcoholic Beverages
Much like last year, caffeinated brands and complements have made a significant showing on the Non-Alcoholic Beverages list, with Dunkin’ Donuts and International Delight appearing for two years running and Starbucks appearing for the first time this year. Gatorade and Snapple represent the other two non-alcoholic beverages on the watch list with carbonated beverages, once again, notably absent.
Spirits
Among a sea of spirits, Bud Light Lime-A-Rita makes a first-time appearance on the Brand of the Year Watch List as the only flavored malt beverage. Likewise, Jack Daniel’s is the only watch list brand making a second appearance from last year. Pinnacle graces us with its presence for showcasing its many flavored vodkas throughout the year. Meanwhile, Skyy Vodka used its male spokesman this year in many 0:15 spots. Bourbon brand Woodford Reserve used montaged scenes with voiceovers to plant a stake for their place on this year’s list.
Candies & Snacks
Chip brands Lay’s and Cheetos take a bite out of the watch list for their 2014 spots. Likewise, candy brands M&M’s, Snickers and Hershey’s also join the ranks of the Candies & Snacks watch list.
Financial Services
The competitive Financial Services category, boasting over 150 ads so far this year, includes Citibank, JP Morgan Chase, LifeLock, TD Ameritrade and Wells Fargo.
Household
Cleaners and air fresheners complete the Household category, despite other types of household brands (food wraps, paper goods, batteries, laundry detergents, etc.) being eligible for spots on the watch list. Mr. Clean debuted some of the most emotive ads this year, using its classic character to promote its trusted products. Other cleaners, Lysol and Clorox, relied on their germ-fighting power to land on the list. Air freshener brand Air Wick highlighted its variety of scents while Febreze focused on its odor-fighting power to make it to the list.
Insurance
Insurance is, no doubt, one of the most competitive categories in advertising. Many insurance brands employ a variety of humorous and informative tactics to gain consumer attention. But there are only five spots on the watch list. Allstate, Farmers, Liberty Mutual, Nationwide and State Farm each use a combination of spokespeople, strong voice overs, stories or celebrities to produce their highly effective insurance spots.
