Samsung Large Appliances earns Ad of the Week for the 21st week of the year with “A Couple Needs New Friends” – a sitcom-like ad highlighting the chaotic process of entertaining friends, while Band-Aid’s “To Protect and Care” outperforms the 12-month norm for Other Personal Care with a heartwarming spot highlighting the importance of covering and protecting with Band-Aids.
This week’s highest scoring Ad of the Week goes to Samsung for its Large Appliance ad, “A Couple Needs New Friends”. The ad, with a 679 overall Ace Score, features Kristen Bell and Dax Shepard who are preparing to host their friends for dinner at their new home using a series of Samsung’s latest innovations.
While the ad was successful across each of the persuasion components, it was incredibly powerful in terms of Desire. The ad was also particularly effective in terms of Emotional Sentiment, scoring 31 percent higher than the Appliances category norm. Additionally, the ad effectively broke through with consumers, scoring strongly in both Attention (726) and Likeability (722).
When asked about the single best thing about the ad, 24 percent of respondents considered it to be the characters, followed by the brand (20 percent), and the message (19 percent). This can be most likely attributed to the fact that many viewers felt the ad was relatable and accurately represented a portion of their own lives.
Consumer verbatims further indicate the relatable and likeable qualities of the ad, as well as respondents’ desire for the products shown.
Band-Aid’s “To Protect and Care” also appealed to the emotional side of consumers, tugging on their heartstrings with a spot focusing on covering and protecting both loved ones and their wounds.
https://www.youtube.com/watch?v=e_fmNnbqCKs
With an average Ace Score of 614, “To Protect and Care” beat the Other Personal Care category norm by 20.17 percent, earning this week’s Category Overachiever title. “To Protect and Care” was most creatively effective in both Product Relevancy and Likeability, scoring highly at 676 and 684 respectively. The ad was also successful at generating consumer desire for Band-Aid products.
When asked what the single best thing about the ad was, 22 percent of respondents answered the message. Consumer verbatims give insight to what was so powerful about the message, with 6 percent of respondents actually mentioning the word “message” in the comments.
Watch this year’s winning Ads of the Week by Category Overachievers.
