Guinness' "Friendship" was the most effective TV beer spot during the third quarter, according to Ace Metrix, which also ranked the ad No.1 when comparing how all other brands competed against their specific niches (beer versus beer, apparel versus apparel, retail versus retail, etc.).
The 60-second spot, created by BBDO New York, features six guys playing wheelchair basketball, revealing in the end that only one of the men needs the mobility device to participate in the game. After the final buzzer, the group heads into a pub for a few post-basketball brews.
"Friendship" scored 30 percent higher than other beer brands during the quarter, Ace Metrix says. Additionally, the commercial has garnered 7 million YouTube views in the last month.
Netflix ("TV Series"), Petco ("Powerful Chemistry"), Reebok ("Be Ready") and Honda ("This Sucks!") round out Ace Metrix's top 5 performers in Q3 when it comes to faring against other brands in their categories.
At the same time, Dawn's "Saving Wildlife" spot received the highest overall score from the researcher, edging out Microsoft ("Oh Snap") and Samsung Televisions ("Never Been Better") in its cross-category analysis.
To arrive at the findings, Mountain View, Calif.-based Ace Metrix used a panel of 500 consumers and considered 1,500 ads during the quarter. Each brand in its category had released at least 20 pieces of TV creative in the last year.