Ad of the Week: Category Overachiever
Verizon Wireless dialed the winning number this week; “How It’s Built Matters” wins the title of Category Overachiever with an Ace Score 22.7% above the Telecom Services category norm. This 60-second spot is all show with a sleek combination of stunning visuals, techy music and on-screen text. It’s no surprise that this ad is now the number one Verizon ad to air this year.
“How It’s Built Matters” is the outcome of a refreshed partnership between Verizon and Motorola. These two companies became exclusive this summer when they announced that Motorola would be the sole manufacturer of Droid, a Verizon franchise.
Consumer respondents were feeling the vibe of this spot, scoring it over 53% above the average Emotional Sentiment score for Verizon. Many respondents noted that this ad “caught [their] attention” and it was a unique way to show-off the new Droid. Eight percent of respondents even mentioned the music in the ad, saying they loved the beat and that it worked well with the images.
For a commercial with no voiceover, this ad scored extremely high in Information, 19% above the category norm.
It’s no secret that competition is tight in both the mobile phone and wireless services categories; but Verizon gets five bars with this spectacular spot.
To watch this year’s winning Ads of the Week by Category Overachievers, click here.
Ad of the Week: Top Score
Swooping in with the highest Ace Score this week is Southwest’s “No Charge For Bags” with an Ace Score of 635. Tapping in to consumers’ love for deals with a personal touch, this 30-second spot features scenes of why Southwest believes bags should fly free.
With the end of summer, comes the return of business travelers and airline commercials. We have noticed thirteen new airline ads have aired since mid-August, after a dry-spell of zero new ads all summer. The topic of all of these ads: You, the traveler. In each new spot, airlines are focusing their efforts on cheaper flights, more luxury, easier travel or better in-flight entertainment/connectivity.
Southwest is making the hardest push of all the airlines, debuting 7 of the 13 new airline ads. Their most popular push? Deals. Whether its bags fly free, no fee flight changes or inexpensive flights, Southwest is making its message known.
In the optional free response section, many consumer respondents resonated with Southwest’s message. In Southwest’s four highest rated ads (all circling around deals), “Southwest” was mentioned 15% of the time, while another 7% mentioned the word “free” in a positive light.
United is also making its presence known in the friendly skies. Peppered among Southwest’s top spots are United’s ads, including the winning spot from Ad of the Week 39.
Noticeably absent from any new airline ads is Delta, who hasn’t debuted a national commercial since March. Will we seem something come from them as holidays approach?
To watch this year’s winning Ads of the Week by Ace Score, click here.
