Samsung recently aired an ad for its new 3D LED television.
:30 second ad featuring dad bringing a 3D TV to his family.
:15 second version of the same ad, but “dad” was missing.
Results:
Both ads achieved outstanding Ace Scores.
The :30 second version was one of the highest scoring ads across all industries between men and women.
Opportunity:
Storyline of “dad bring home a great product for his family” struck a visceral nerve.
:30 second version achieved significantly higher levels of Persuasion, Relevance and Desire among middle-aged males (many of whom were dads).
The family enjoying the TV together was an integral part of the :30 second ad.
Samsung was not the only manufacturer to launch a new, innovative product. Other launch ads that had a less personal element generated lower Ace Scores.
