Skechers has been sprinting into the new year debuting seven unique pieces of creative already. It’s Skechers’ newest ad, however, that has consumers skipping. With towering Information, Relevance and Desire scores, its simple ad for Sketch-Knit shoes is this week’s Category Overachiever. While this is Skechers first time to claim Ad of the Week honors, BLACKBOOK Casual Dining winner TGI Fridays makes another appearance with a high scoring, mouthwatering promotional spot.
Ad of the Week: Category Overachiever
Skechers’ ad “Personalized Comfort” entered our database with an Ace Score of 603, which is 28% above the Footwear category norm. In only 15 seconds, Skechers used a visually simple approach to ignight many consumers to say, “I want that.” (By the way, this is the second week in a row for a :15 ad to take the honors.)
Like many of Skechers’ recent ads, “Personalized Comfort” skews older. consumers ages 21-35 and 36-49 rated the ad 15% and 19% higher, respectively, than consumers ages 16-20.
The ad’s visual approach packed with information led to Information scores 22% above the category’s 90-day norm. The Skech-Knit shoes themselves, with memory foam insoles, screamed comfort for many consumers, resulting in especially high Relevance and Desire scores.
A quick read through consumers’ optional survey responses reveals that consumers ages 21-49 loved the ad’s direct and informative approach to introduce Skechers’ new product.
How could Skechers improve an already category-outstanding ad? A deeper dive into the verbatims reveals what was lacking for some consumers; many wanted to see the shoe actually being worn and used, which is likely why men and women ages 16-20 rated the ad slightly lower. A 30-second version with splices of the shoe being used would likely give the entire Footwear category a run for its money.
Given that :15 second spots are about to get a makeover from our friends at Facebook, its nice to see some content at that length showing up on our Ads of the Week lists.
Watch this year’s winning Ads of the Week by Category Overachievers.
Ad of the Week: Top Ace Score
Although this week’s TGI Fridays ad didn’t quite beat the score of its high-scoring ad from a few weeks back, it definitely got consumers excited for its 2-for-$10 promotion. Scorching 96 other ads to debut last week, “You, Your Friends & Jack” came in with an Ace Score of 655.
Filled with scrumptious visuals and a drool-worthy promotion, there seemed to be something for everyone in TGI Fridays winning ad. However, women were especially hungry for TGI Fridays, with ladies 36-49 rating the ad over 700, 8% above the ad’s total Ace Score.
While the word “hungry” was mentioned in 10% of the verbatim responses, it was TGI Fridays’ promotion that got consumers really ready for dinner. One consumer mentioned that she texted her boyfriend in the middle of the ad asking if they could “get Friday’s for dinner tonight” because the food looked so good. Meanwhile, another consumer noted that “You know a commercial is good when you want to eat it even when your full.”
It is worth mentioning that the 15-second version of “You, Your Friends & Jack” came in with an Ace Score only five points below the 30-second version. This isn’t too surprising considering that 0:15s of Casual Dining ads usually score only 6 points below their 0:30 counterparts, according to our recent BLACKBOOK Category Snapshot on Casual Dining.
Watch this year’s winning Ads of the Week by Ace Score.
