May 14th, 2014

Chevrolet and Dawn Bring On the Smiles and the Awwws

Author

Ace Metrix

 

This week’s Ad of the Week winners have a few things in common. Chevrolet and Dawn both introduced heartwarming spots that promoted a philanthropic program accompanied by a cheery little tune. Chevrolet’s latest ad, features its military purchase program and the 2009 feel good song “Lucky” by Kate Edmonson. Likewise, Dawn’s latest edition to the award wining Dawn Saves Wildlife campaign brings back adorable ducklings to the tune of Helen Austin’s “Five Little Things.”

Ad of the Week: Category Overachiever

Chevrolet’s “Happy Children” received an Ace Score of 689, which is 28% above the Non-Luxury Automotive category norm. With such a high Ace Score, this ad was also the third highest scoring ad to debut last week.

The ad scored extremely well across all gender/age demographics. Women were especially touched by the tender scenes and scored the ad 8% higher than men. Likewise, consumers with children at home scored the 16% higher than those consumers with no children at home.

It is obvious from reading the optional open-end responses that this ad moved those people surveyed. Fourteen percent of consumers used the word “very” when discussing their feelings about the ad. Clicking deeper into that word, we can see what else consumers mentioned when using the word “very”:  Twenty-three percent used the word “touching,” and 11% percent “heartwarming,” giving us additional insight into what was so exceptional in the ad.

This finding is also affirmed by the ad’s Emotional Sentiment score, which is 35% higher than the Chevrolet’s average (52).

Consumers of all demographics remarked how nice it was to see Chevy supporting those military servicepeople who have served our country—a similar sentiment to what consumers said about Dawn’s ad supporting wildlife.

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

Ad of the Week: Top Ace Score 

Dawn’s Save Wildlife campaign is no stranger to our high-scoring ads list. Its newest ad “Little Things Can Make a Big Difference” had the highest Ace Score of any ad to debut last week at  722. Combining some familiar oil-soaked ducklings with homey scenes of family, Dawn reminds us that it supports wildlife both with its product and its brand values.

Women were especially taken with the dish soap’s environmental promise, scoring the ad 7% higher than what men awarded the ad.

Dawn has one of the highest average Emotional Sentiment scores (73); however, “Little Things Can Make a Big Difference” cleaned up in regards to emotion with a score of 89, 23% higher than Dawn’s average.

Of the 331 optional open-end responses left for the ad, a noteworthy 24% mentioned “Dawn” by name. Another 8% used the word “love” when describing their thoughts on the ad and, interestingly, 6% mentioned the “company” as a whole.

This new Dawn ad is now the highest rated Dawn ad, to date. Looks like there will be some tough competition for the next Ad of Quarter.

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

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