Ace Metrix's Top Ads of 2011 Aren't Exactly Glamorous | Adweek Ace Metrix's Top Ads of 2011 Aren't Exactly Glamorous | Adweek
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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.


ADVERTISER: FRESHPET
SPOT: "Protest"
CATEGORY: Pets
SCORE: 603


ADVERTISER: LYSOL
SPOT: "Happy Family Healthy Family"
CATEGORY: Personal Care
SCORE: 614


ADVERTISER: ALEVE
SPOT: "Santa"
CATEGORY: Pharmaceutical
SCORE: 621


ADVERTISER: AT&T
SPOT: "Spider"
CATEGORY: Telecommunications
SCORE: 634


ADVERTISER: COLUMBIA
SPOT: "Omni-Heat"
CATEGORY: Apparel & Footwear
SCORE: 634


ADVERTISER: GE
SPOT: "Ellie"
CATEGORY: General Business
SCORE: 641


ADVERTISER: SEARS
SPOT: "Bionic Wrench"
CATEGORY: Retail
SCORE: 644


ADVERTISER: MASTERCARD
SPOT: "Ray Romano: Stand Up to Cancer"
CATEGORY: Financial
SCORE: 646
Embeddable version not available. Visit Ace Metrix site for video.

ADVERTISER: PHILADELPHIA COOKING CREME
SPOT: "Chicken"
CATEGORY: Packaged Foods
SCORE: 650


ADVERTISER: NISSAN
SPOT: "Vision"
CATEGORY: Automotive
SCORE: 652


ADVERTISER: AMERICAN AIRLINES
SPOT: "Thank You"
CATEGORY: Travel
SCORE: 654


ADVERTISER: APPLE iPHONE 4S
SPOT: "Camera"
CATEGORY: Technology
SCORE: 659


ADVERTISER: GOOGLE CHROME
SPOT: "Dear Sophie"
CATEGORY: Technology
SCORE: 661

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Topics: Best of 2011, Lists

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