winning hearts and minds with emotional advertising: a celebration of 5-star u.s. advertising from...
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BrainJuicer reveals the top ten ads that kicked up the biggest ComMotion®, and did the most to increase the brand's fame & fortune in 2013.TRANSCRIPT
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Winning hearts and minds with emotional
advertisingA Celebration Of 5-Star U.S. Advertising from 2013
What makes 5-Star Advertising? Emotion is what makes advertising great. Viewers have always known it,
creatives have always known it. And now the analysts agree – an emotional strategy leads to more long-
term business effects than rational ads packed with messages. (Footnote: Binet And Field, The Long And The Short Of It (2013))
In this slideshare, you’ll count down the top 10 ads of 2013 in the USA, as revealed on our FeelMore50™ list of the year’s most emotional ads.
We tested the ads using ComMotion®, our global pre-test tool – the only ad testing method that puts emotion at the centre of its model.
It creates an Emotion-into-Action™ score, a metric that predicts business effectiveness better than standard tests. (You can see each ad’s E-i-A™ score on its slide).
Click through at the end to see the full list of 50, play your favourites and get a sneak peek at ads that might do well in 2014’s FeelMore50™.
And remember – if you feel nothing, you do nothing. If you feel more, you buy more!
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The Ad: Seniors flexing to a cover of fun.’s “We Are Young” in a club. Taco Bell find a hilarious new take on typical youth advertising.
FeelMore Factor: Playing with formulas boosts surprise and happiness.
#10 TACO BELL VIVA YOUNG
EMOTION-INTO-ACTION™ SCORE: 82.96BRAND: Yum! BrandsAGENCY: DeutschCATEGORY: Restaurant 3
The Ad: Unashamed sentiment in P&G’s heartfelt tribute to the women behind every Olympian.
FeelMore Factor: Criss-crossing storylines – and no distracting voiceover – kept viewer happiness sky-high over its two-minute length.
#9 PROCTER & GAMBLE THANK YOU MOM
EMOTION-INTO-ACTION™ SCORE: 82.98 BRAND: Procter & GambleAGENCY: Wieden + KennedyCATEGORY: CPG 4
The Ad: Friends play wheelchair b-ball in one of the year’s great “twist ending” adverts.
FeelMore Factor: The highest surprise rating in this Top Ten. Discreet Guinness branding keeps the emphasis on emotion – not on product claims.
#8 GUINNESS WHEELCHAIR BASKETBALL
EMOTION-INTO-ACTION™ SCORE: 84.04 BRAND: DiageoAGENCY: BBDOCATEGORY: Beverage 5
The Ad: A story of an indie band getting the break of a lifetime thanks to Honda.
FeelMore Factor: Longer-form, reality-led viral video is a big trend – especially when its stories make people happy.
#7 HONDA SURPIRSING MONSTERS CALLING HOME
EMOTION-INTO-ACTION™ SCORE: 84.45 BRAND: HondaAGENCY: RPACATEGORY: Automotive 6
The Ad: Petco produce a montage of adorable animals helping people out
FeelMore Factor: You don’t have to overcomplicate simple ideas that are super effective at making people feel something.
#6 PETCO COPILOTS
EMOTION-INTO-ACTION™ SCORE: 85.25BRAND: PetcoAGENCY: VitroCATEGORY: Retail 7
The Ad: Coca-Cola’s collage of security camera footage.
FeelMore Factor: Coke mixes the “found footage” feel of virals with the brand’s typical feelgood approach. And it made viewers very happy.
#5 COCA – COLA SECURITY CAMERA
EMOTION-INTO-ACTION™ SCORE: 85.35BRAND: Coca-ColaAGENCY: Y & RCATEGORY: Beverage 8
The Ad: Man adopts Dorito-loving goat, and regrets it.
FeelMore Factor: Very surprising, and completely hysterical – Doritos’ bold decision to crowd-source their Super Bowl ads paid off in 2013 and again this year.
#4 DORITOS GOAT 4 SALE
EMOTION-INTO-ACTION™ SCORE: 85.40 BRAND: PepsiCoAGENCY: Goodby Silverstein & Partners (Consumer Generated: Ben Callner)CATEGORY: Food 9
The Ad: The Red M&M would do anything for love… almost.
FeelMore Factor: Talking candy fatigue set in in 2014, but with a great choice of music and good visual jokes familiar characters can be emotional winners.
#3 M&MS LOVE BALLAD
EMOTION-INTO-ACTION™ SCORE: 85.65 BRAND: MarsAGENCY: BBDOCATEGORY: Food 10
The Ad: Imagine yourself as a baby. Now as a dancing baby.
FeelMore Factor: A viral smash with very light branding – Evian sensibly got out of the way of the emotion, letting music and humour work.
#2 EVIAN BABY & ME
EMOTION-INTO-ACTION™ SCORE: 86.82 BRAND: DanoneAGENCY: BETC DigitalCATEGORY: Beverage 11
The Ad: A man, a horse, a friendship.
FeelMore Factor: Super Bowl is when the best American emotional ads happen – if only ones as feelgood as Budweiser’s were made all year round! Brotherhood tops the list for its clear storyline and emotional journey. It earns its happiness.
EMOTION INTO ACTION™ SCORE: 88.50 BRAND: Anheuser-BuschAGENCY: AnomalyCATEGORY: Beverage
#1 BUDWEISER THE CLYDESDALES: BROTHERHOOD
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In case you’re wondering about the Emotion-into-Action ™ score…
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Below is a chart indicating an ad’s Emotion-into-Action™ score demonstrating its efficiency defined as likely share gain/extra share of voice.
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You can view all the FeelMore50™, including the Top 10 5-Star Ads at: http://feelmore.brainjuicer.com/feelmore50/.
For information on the IPA’s study on advertising effectiveness, “The Long and the Short of It”, contact [email protected].
To learn more about fame and fortune, 5-Star Advertising and how to achieve it, contact us at [email protected].
www.brainjuicer.com