What do cute birds and dancing boxes have in common? Certainly it’s a knack for producing great ads in the 28th week of the year, as Dawn and Amazon nab the Ad of the Week titles. Dawn grabs the Highest Ace Score title, while Amazon shimmies its way to a Category Overachiever title.
Dawn swoops in to grab the highest Ace Score of the Week title, with their adorable new ad, “International Bird Rescue: Deborah Heritage.” The heartwarming ad features Deborah, who volunteers at the International Bird Rescue, where she uses dawn to wash oil off of birds’ feathers. Certainly not a new message for Dawn, but a new execution on an award winning, emotional connection the brand has generated over the past several years.
The ad achieved an astounding Emotional Sentiment score of 93, just over 60 percent above the Cleaners category norm.
The ad was powered by Likeability and Relevance, as most people enjoy watching cute little birds.
Unsurprisingly, when viewers were asked what the single best thing about the ad was, 38 percent said it was the message of the ad.
Optional verbatim comments clue us in to what was so likeable about the message of the ad. Of the 373 to leave a comment, 11 percent mentioned “wildlife” and another 11 percent used the word “help,” indicating that people truly do care about helping protect nature and wildlife. Additionally, 6 percent highlighted the importance of keeping both “birds” (7 percent) and the “environment” (6 percent) “clean.”
Amazon dances its way to a Category Overachiever title for this week, with their new ad “Prime Day.” The spot scored 18.18 percent above the 12-month Online Stores category norm.
With a dancing box man and great deals, the ad’s success came from high Desire and Information component scores of 642 and 674 respectively.
The deal/offer certainly caught the attention of viewers, with 24 percent saying it was the best thing about the ad.
Delving into the optional consumer responses revealed 12 percent of viewers appreciated the “deals,” and a combined 6% found the ad “informative” and full of “information.” Of course, the dancing box man couldn’t go without comment, as 10 percent mentioned “box” and 6 percent used the word “dancing.”
Dance on, Amazon!
Watch this year’s winning Ads of the Week by Category Overachievers.
