AD OF THE WEEK: CATEGORY OVERACHIEVER

Buckle your seatbelt, this week’s winning ad with the highest percentage gap from its category norm is the good, ol’, reliable Toyota Camry with “What A Ride”. This thrill ride of an ad scored 19.9% higher than the average Non-Luxury Auto commercial. Additionally, this is the highest scoring Toyota ad we have in our database (which is 250+ Toyota ads) with an Ace Score of 626.

This 60-second spot has an off-the-chart Attention score. We always celebrate scores over 700; however, this ad came in with a hair-raising score of 742, which is 21% above the 90-day norm.

For every auto commercial scored, survey participants also indicate when they think they’ll be purchasing or leasing a new vehicle. As seen by the chart below, people planning to purchase or lease a new car in the next 12 months rated this ad 11–13% higher than the ad’s average score. Sounds like a win for Toyota all around and up-and-down.

With Honda’s big wins last week in the Top Ads of Quarter 3 and the already viral, new Dodge commercials, this is shaping up to be a big year for automotive advertising.

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

AD OF THE WEEK: TOP SCORE

Olive Garden’s latest winner, “Take It For Later”, is a recipe for success. Happy people? Check. Featured promotion? Check. Appetizing food? Mmmm check. This tasty spot outperformed every other ad that debuted last week with an Ace Score of 663.

In just 15 short seconds, “Take It For Later” was able to capture all demographics. Women ages 50+ especially devoured this ad, scoring it 25% above the Casual Dining category norm.

Respondents who left an optional survey response mentioned “Olive Garden” 19% of the time. Another 6% of respondents also revealed that this ad made them “hungry”. Consequently, it’s not surprising this spot scored a 730 in terms of Desire, 11.5% above the 90-day Desire norm.

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