While we’ve already published the six Oscar ads that broke 600, two of those ads also win the title of this week’s Ad of the Week. During the night of the Academy Awards, both Google Play and Samsung debuted two longer format ads that celebrated our love for both technology and the movies. Google Play walks away today as this week’s Category Overachiever while Samsung walks away as the ad with the highest Ace Score. With 169 ads to have debuted this last week, earning these titles was no small feat.
Ad of the Week: Category Overachiever
Google Play’s “Tonight” was the fourth highest ranking Oscar ad with an Ace Score of 627, which is 36% above the Technology – Websites and Software category norm.
As noted in the Oscars blog post, the Relevance scores for “Tonight” were especially high, coming in nearly 20% above the Relevance category norm.
Interestingly, consumers didn’t verbally associate the relevance of the ad to the proximity of the Academy Awards but rather, it was relevant because of the movies featured in the ad. Many consumers noted that they saw a scene from a favorite movie or simply that they love movies in general. The word “movies” was mentioned in 18% of the optional verbatim responses.
Google aired another ad, “We’re All Storytellers”, during the Oscars that had a score of 625, which is just shy of 39% above the category norm, taking second place to this week’s Ad of the Week. For more details about this ad and the most effective Oscar ads, read The 6 Oscar Ads That Broke 600.
Watch this year’s winning Ads of the Week by Category Overachievers.
Ad of the Week: Top Ace Score
While Samsung’s debut ad “Incredible” is notably long (8% of the verbatims even mentioned the ad’s length), the sharp visuals and familiar phrase drew high scores from many consumers. With an Ace Score of 665, this ad has the highest score for any ad to debut last week, including all Oscar ads.
While this ad scored high in Relevance, much like the Google Play ad, its Change score was the only one to break 700. This ad did not focus on the introduction of a new product (like the majority of Samsung’s Oscar ads), but instead concentrated on how all of Samsung’s products draw people together. Reading the verbatims, we can gather more insights as to why exactly this ad performed so well. By showing so many of its products being used, as well as the scenes with the curved TV, consumers were able to learn more about the Samsung brand, which is what likely increased the ad’s Change score.
It is important to note that while the 1:30 version of this ad performed best, the :30 version also performed extremely well. With an Ace Score of 629, the shorter version still had high scores from nearly ever age/gender demographic. For more details about this ad and the most effective Oscar ads, read The 6 Oscar Ads That Broke 600.
