January 8th, 2014

Ad of the Week: Bing’s “Heroic Women” & Dole’s “The Best Fruit”

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Ace Metrix

 

The beginning of each year is a time for reflection and resolutions, which is the perfect pairing for our two Ads of the Week. While Google celebrates their big win from yesterday for an ad that summarized all 2013 events, Bing debuted a commercial last week that focuses on what women did to better 2013. Likewise, if you’re like many millions of Americans, one of your resolutions for the year is to be healthier. That’s where Dole comes in with their fresh, juicy, high-scoring spot, proving once again that our Relevance metric has multiple dimensions.

Ad of the Week: Category Overachiever

Bing’s latest ad, “Heroic Women”, recaps several major events from 2013, each celebrating women who made history. This 60-second spot brought in an Ace Score of 612, over 33% higher than the Websites category norm, which makes them the Category Overachiever for the week.

As you may expect, women found this ad much more moving than men found it to be, scoring it nearly 23% higher overall.

The ad’s stirring use of pop music, historic visuals and powerful voiceovers moved consumers. Seventeen percent of women and 12% of men noted that the ad was “inspiring” or “inspirational”.

Many of the verbatims also reflected this same sentiment; and consumers agreed that this was a great way for Bing to close out 2013.

Bing’s 2013 ode to courageous women is a touching and impactful way to end the year. We are curious to see what Bing advertising will happen in ’14 now that their “scroogled” campaign will be turning two this next year.

Watch this year’s winning Ads of the Week by Category Overachievers.

Want to look back at 2013? Watch the winning Ad of the Week Category Overachievers from 2013.

Ad of the Week: Top Ace Score

Who knew Dole’s fruit cups were packed with fruit juice instead of sweeteners or syrups? With the debut of “The Best Fruit” during the Rose Bowl last week, now at least several hundred thousand consumers know. This fresh spot cut out the competition by earning a high Ace Score of 682, which is also a remarkable 22.8% above the Staples category norm.

While food-related ads often score high, Dole’s spot-on execution is what brought them this flavorful win. Consumers especially appreciated the ripe visuals and product details presented in the spot. The Information scores are over 16% higher than the Staples 90-day norm while the Desire scores are 14% above the norm. (And remember, this is an ad for fruit—not a juicy steak or buttery crescent roll.)

This commercial’s age/gender bar chart is a perfect set of stairs, indicating that this ad skewed toward an older and female demographic.

Consumers took note of Dole’s message with 9% of them mentioning that the fruit is packed in “juice” not syrup; and an impressive 13% of the optional verbatim responses mentioned the brand, “Dole”, by name.

It is worth noting that not everything in this commercial is brand new. Dole aired a very similar commercial (same music and nearly same visuals) exactly one year before this ad, scoring a 616 Ace Score. However, this winning ad’s score can likely be attributed to its better, informational voiceovers, explaining that Dole’s fruit is fresh and packed is juice and not sugar or syrup.

Watch this year’s winning Ads of the Week by Ace Score.

Want a look back at 2013? Watch the winning Ads of the Week with the highest Ace Scores from 2013.

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