Ace Metrix's Top Ads of 2011 Aren't Exactly Glamorous List favors hardworking spots over unbridled creativity
Ready for one more list of 2011's top ads, this time with a twist? Ace Metrix has released its picks based on viewer reaction from focus groups throughout the year—and the list is full of the kind of hardworking, unglamorous ads that make snobby creatives squirm. Ace's methodology measures "creative effectiveness" based on "attributes such as relevance, persuasion, watchability, information, attention, etc." Earning the highest marks overall this year is an unremarkable KitchenAid spot for its new 13-cup food processor. That's followed by Microsoft's "Kinect Effect" and Coca-Cola's "Arctic Home." There are a few great creative spots on the list—among them, the Snickers sharks ad and Google Chrome's "Dear Sophie," both of which appeared on Adweek's list of the 10 Best Commercials of 2011. But on the flip side, you have a truly pedestrian Olive Garden spot. Maybe this is the kind of stuff that really connects with viewers. But then, how is Volkswagen's "The Force" spot—a crowd-pleaser if ever there was one—missing from the list? Check out top ads below in each category, ordered from lowest to highest score, and give us your theories in the comments.
SPOT: "Happy Family Healthy Family"
CATEGORY: Personal Care
CATEGORY: Apparel & Footwear
CATEGORY: General Business
SPOT: "Bionic Wrench"
SPOT: "Ray Romano: Stand Up to Cancer"
Embeddable version not available. Visit Ace Metrix site for video.
ADVERTISER: PHILADELPHIA COOKING CREME
CATEGORY: Packaged Foods
ADVERTISER: AMERICAN AIRLINES
SPOT: "Thank You"
ADVERTISER: APPLE iPHONE 4S
ADVERTISER: GOOGLE CHROME
SPOT: "Dear Sophie"
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