Google is the master of combining technology and familiar scenes to bring consumers an ad that that is both visually stunning, memorable and informational. Its latest ad, “Dream,” is no exception. Winning this week’s title of Category Overachiever, Google’s new ad performs way better than “okay.” Boar’s Head also aired a top-performing ad this week, earning the highest Ace Score of all 134 ads to debut last week.
Consumers awarded Google’s “Dream” with an Ace Score of 641, 32% above the Websites 12-month category norm. “Dream” features a montage of movie and user-generated videos, each repeating the word “okay” to capture how such a simple word can hold so much meaning. Toward the end of the 0:30 ad is a heart-melting scene of a boy, his dog and an adorable question for Google.
Consumers of all age and gender groups enjoyed “Dream.” People ages 21-35 scored the ad the highest, 29% above the 90-day category norm, finding the ad particularly relevant and informative.
The ad outperformed the Websites category average across each of the ad’s six components. The scores for Relevance and Desire are particularly outstanding, scoring 22% and 26% above the category norms, respectively. Google was able to include rich, attention-grabbing scenes to gain relevance with its audience while instilling a desire to be a part of the ad’s story.
The ad’s word cloud reveals what made the ad particularly relevant and desirable. Consumers used words like “cool” (6%), attention (5%), and different (3%) to describe how the ad’s scenes and story affected them.
This spot is a wonderful example of how a simple story and creative idea can be masterfully crafted to grab a wide variety of consumers’ attention and mass appeal.
Watch this year’s winning Ads of the Week by Category Overachievers.
Dairy and cheese ads are no stranger to our Ad of the Week list. Boar’s Head, however, is a newcomer. It’s newest ad, “Golden Switzerland Cheese,” has an Ace Score of 689, earning the highest score of any ad to debut in the last week. This cheesy spot uses strong visuals and information to tell the story of how and where Boar’s Head Swiss cheese is crafted.
“Golden Switzerland Cheese” scored well above norm across all gender and age breaks, with many demographics scoring the ad above 700. Women age 36-49 scored the ad the highest, 20% above the 90-day Dairy category norm.
While each of the ad’s components scored above norm, the ad’s Desire score is particularly high. At 22% above norm, consumers were more than ready for a fresh slice of Swiss after viewing the ad.
The ad’s high Desire score can likely be attributed to the ad’s strong visuals. As the graph below shows, consumers couldn’t decide whether the tasty visuals of the Swiss cheese or the cheese itself were the best thing about the ad.
The Boar’s Head brand also holds some clout for the ad. Fifteen percent of consumers said that the brand was the best thing about the ad. While Boar’s Head has primarily been running this commercial during “foodie” programming, our data suggest that the ad would actually bode well for a variety of media.
