August 19th, 2014

Olay Wins with Teen Choice Awards Ad While Olive Garden Rebrands with a High Score

Author

Ace Metrix

 

We’ve all been there. You stayed out too late the night before only to consequently wake up late and rush off to work, looking slightly disheveled. No one wants to enter the office all puffy-eyed, sheepishly wearing last night’s makeup. Enter Olay, which took this common occurrence and made it into a relatable, likeable ad to debut during last week’s Teen Choice Awards, taking this week’s title of Category Overachiever. Meanwhile, Olive Garden wins over consumers with its latest promotional spot, which takes the highest Ace Score of all ads to debut last week.

Ad of the Week: Category Overachiever

Olay’s “No Sleep Required” was awarded an Ace Score of 598, which is 19% above the twelve-month Skin category norm. The 60-second spot tells the story of a woman who wakes up and rushes off to work, using Olay Fresh Effects to erase last night’s late-night wear.

While the ad is targeting women, men still rated it nearly 7% above the Skin category 90-day norm, finding the ad funny and relatable. Women, however, are still the ones who boosted the score to Category Overachiever status, giving the ad a score of 665, 32% above the 90-day norm.

“No Sleep Required” scored consistently well across all six metrics of Persuasion when looking at female scores only. Most impressive is its Desire and Relevance scores, which are 36% and 29% above norm, respectively.

The high component scores are reinforced by the 308 optional comments consumers wrote after watching the ad. The female-only word cloud, below, focuses on the ad’s relatable storyline and consumers’ interest in the Olay products. Eight percent of female consumers said they could “relate” or that the ad was “relatable” while 7% used the word “products” when discussing what they liked about the ad. Additionally, just how much women like the ad can be seen in the use of intense words like “really” (5%), “love” (7%) and “very” (8%).

Interestingly, Olay aired a 0:15 cut of this spot way back in December. But, it was a wise choice for P&G to air the longer, 0:60 version during the Teen Choice Awards. The longer spot scored almost 10% higher, especially with males as well as females ages 16-20.

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

Ad of the Week: Top Ace Score

Olive Garden is back on our list with its Buy One, Take One promotional spot. Its newest ad, “Entrée For Later,” achieved an Ace Score of 667. Featuring deliciously cheesy scenes of Olive Garden’s newest recipes, the ad was able to stuff a deal, new entrée and affordable price tag into the 15-second spot.

Women ages 36-49 were especially fond of all this food, awarding the ad a score of 755, the highest of any gender/age demographic.

While the deal was the best thing about the ad for many consumers (32%), the ad also made mouths water with its use of savory visuals and the well-loved Olive Garden brand.

The optional comments consumers wrote for the ad agree with the scores—the promotion is king. Eleven percent of consumers mentioned the “deal” while 13% discussed “Olive Garden” by name.

Olive Garden has now been using its new, modern logo for slightly over a month, but this is its first freshly-branded ad to win Ad of the Week. Looking at verbatims for the six ads using the new logo, consumers took notice of the rebranding. While some consumers mentioned that they miss the original logo, plenty of others are digging the updated look-and-feel of the brand.

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

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