During the first night of American Idol’s finale, Google debuted an ad that had Americans witness what were once awkward moments through the eyes of eager teens as they embark on new experiences – an ad that wins the title of Category Overachiever for the week. Meanwhile, Samsung aired the highest scoring ad of the week with an introduction to its new TV that has consumers craving curves.
Google Search has made several heartwarming, tear-inducing ads in the last year, and its latest creative couldn’t be more relevant. “Search On” earned a 663 Ace Score, 40% above the Websites 12-month category norm and tying its own “Zeitgeist 2013” Ad of the Year as the highest scoring website ad in our database.
Perhaps not too surprisingly, the ad skews younger, with 16-20-year-olds who awarded the ad a score of 675. While the ad crushed it with the kids, adults loved the ad too, resulting in a small 3% difference between the oldest and youngest demos’ scores.
As the sun sets later and graduations draw near, the ad’s Relevance score was particularly astounding, coming in 33% above the category’s 90-day norm. Similarly, the ad’s scores in Likeability and Attention broke the 700 barrier.
“Search On” is no, bim-bam 0:30 spot. This ad lasts for a full 1:30; however only 4% of the ad’s 339 optional responses mentioned the lengthiness of the ad. Additionally, an impressive 18% of responses also mention “Google” by name.
Google is a master at creating ads that are deemed highly relevant by consumers, as we’ve seen recently with its Oscars ads and its aforementioned “Zeitgeist 2013.”
Watch this year’s winning Ads of the Week by Category Overachievers.
Is the new Samsung Curved TV the future of televisions? With the highest Ace Score of any ad to debut last week, “Curved” entered our database with a score of 716. This latest ad harkens back to its successful and similar Galaxy Gear Watch ads from last October, using scenes from movies (and TV shows) to introduce a new product.
It seems like Samsung’s new Curved TV is in fact for everyone, with males and females scoring the ad quite closely. The highest scoring demographic is males ages 21-35 who awarded the ad an Ace Score average of 737, 14% percent above the norm.
As we often see with ads that use scenes from popular shows, the Emotional Sentiment score is much higher than the brand and category average. Looking at the word cloud further down, you can see all of the different and emotionally-charged adjectives consumers used, resulting in an Emotional Sentiment score 33% higher than the brand’s norm.
An astounding 68% of the 500 consumers who took the survey left an optional comment. The verbatim responses reveal that consumers are nothing short of excited for this new TV. In fact, 16% of those responses mentioned the “new”-ness of the TV specifically. Additionally, 7% of those consumers specifically mentioned that they now “want” a curved TV like Samsung’s.
Samsung’s latest television ad earns phenomenal scores across the components and outshines nearly every other television ad we’ve scored to date – except for one. “Wonder-full,” featuring Samsung’s 3D TV, debuted in 2010 and has an Ace Score of 736.
