A TV ad from Rubbermaid, promoting the marketer’s line of Easy Find Lids food storage containers has been named the most creatively effective ad of 2009, according to Ace Metrix, the syndicated commercial tester.
The spot, dubbed “Neat. Not,” which was created by WPP Group’s Y&R and debuted in June, features two women and their respective kitchen cabinets, one messy, one neatly organized with (you guessed it) Easy Find Lids containers. The ad also directed viewers to a Web site for coupons.
“Consumers clearly connected with the Rubbermaid creative treatment,” said Ace Metrix CEO Steve Goldman. “The combination of a simple message, clear calls to action and a differentiating product all helped this ad to stand out from others.”
Steve Pawl, vp, marketing at Rubbermaid, said the ad and the product “were the result of understanding our consumers’ frustrations around cluttered cabinets. We are especially pleased that the spot resonated so well with our audience.” Pawl credited Y&R for “bringing this solution to life in an engaging and compelling way.”
Ace Metrix, which launched in mid-2009, analyzes the creative effectiveness of TV commercials. Proprietary software provides near-real-time reports on virtually all-new TV ads across major categories such as auto, retail, packaged goods and movies based on the impressions of a nationally representative sample of 500 consumers.
Unlike conventional testing systems — which can take weeks to research and assess new ads via focus groups and other offline techniques — Ace Metrix provides an online report for spots within 24-48 hours of their debut. The system evaluates dozens of variables across an array of demographic and geographic targets, but also asks panelists to provide their personal impressions of spots.
The responses are crunched by algorithms that are used to generate an overall “Ace” score for each spot, as well as separate scores for individual variables such as watchability and persuasion. The Rubbermaid ad had the highest overall Ace score of the year with 717 points, out of a possible 900.
The Rubbermaid ad was also the highest scoring ad among men and tops in the consumer products category, Ace said. A TV spot from Delta Faucet promoting a spigot that turns on with the touch of a wrist scored highest among women and was tops in the appliances category. The ad, from Leo Burnett, was also Ace’s highest scoring ad overall for the third quarter.
In the automobile category, a spot from Mercedes-Benz, created by Merkley & Partners was top ranked.
Top honors in the technology category went to a spot for HP’s Touchsmart computer, called “At Your Fingertips,” that was created by Goodby Silverstein & Partners and debuted in May.
HP also scored a grand slam in the fourth quarter Ace competition, taking the top four spots with two ads each for its Touchsmart computer and Photosmart printer. Interpublic Group’s McCann Erickson created the Touchsmart commercials, titled “Patty Cake” and “Christmas Carol,” and BBDO is credited with making the two Printsmart spots, “Sense of Touch” and “Noel Kyle Reviews.”
Rounding out the top five was “Your Next Dish Has Holiday Meals Covered” for McCormick Seasonings that debuted in December.