June 18th, 2013

Ad of the Week: Bass Pro Shop’s “Great Savings”


Ace Metrix

Another emotional ad tops our Ad of the Week list, this time with a montage of Father’s Day memories from Bass Pro Shops.  “Great Savings” came in 14% higher than the Other Stores category norm and has an Ace Score of 564, still in the top quintile for the category. Unsurprisingly, viewers connected with the ad, giving the ad an Emotional Sentiment Index score of 55, 15% higher than 47 for the category.

“Great Savings” scored well above norm with all component scores but most notably in terms of Information, Relevance and Desire. As you can see in the Gender/Age graph below, it was the Males 21-35 who connected most, followed by Females 50+ and Males 36-49.

The 242 viewers who left optional verbatim comments were not only touched by the emotional message but they felt they learned something new about the brand.

Because this Bass Pro Shop ad is the 2nd Father’s Day ad in the top 5 this week (Kohl’s “Father’s Day at Kohl’s” came in 4th), we are reminded of how well emotional ads can resonate with viewers. Holidays like Father’s and Mother’s Day or Veterans Day tend to have higher scoring ads (see the Top Scoring Mother’s Day ads from 2011).

To watch this year’s winning Ads of the Week by Category Overachievers, click here.

To watch this year’s winning Ads of the Week by Ace Score, click here.


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