Summer fun is back with this week’s winners! Best Buy scores the Category Overachiever title with an ad featuring a boy’s baseball team, beating the 12-month Other Stores category norm, while IHOP’s delicious visuals and a great deal earn them the Highest Ace Score title.
Best Buy wins the Category Overachiever title this week with their new spot, “Sleepover,” showing a boy, covered in dirt, asking his dad if his baseball team can sleep over after a game. The ad earned a 641 Ace Score, a score 22.8 percent above the 12-month Other Stores category norm.
The ad was powered by Information and Desire, scoring a 672, and 657 respectively. The ad was able to effectively communicate specific features about the product, while keeping viewers engaged and entertained.
Interestingly, the ad scored best with men aged 36-49, who awarded “Sleepover” a score of 675. This is most likely due to the ad’s feature of a father and his son.
Looking at the 342 optional verbatim responses left by viewers, people appreciated the information communicated about the Samsung washing machine and where to purchase it, with 4 percent mentioning the word “informative” and 11 percent mentioning “Best Buy.” Additionally, 8 percent actually mentioned the “Samsung” brand by name.
The Highest Ace Score title goes to IHOP this week for their enticing “Short Stack” ad. Illustrating the audio with pancake batter proved effective for IHOP, as “Short Stack” earned an Ace Score of 681, the highest of all ads to debut in the 27th week of the year.
The ad performed well across all components, but was most successful in Information and Desire. This can be attributed to the information given about the deal and the close-up visuals of delicious pancakes.
When viewers were asked what the single best thing about the ad was, 28 percent said it was the specific deal or offer mentioned in the ad, followed by the visual scenes (19 percent).
Good-looking food, a great deal, and interesting visuals certainly proved effective for IHOP this week.
Watch this year’s winning Ads of the Week by Category Overachievers.
