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Tech Ads Most Effective in 2010

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A second-quarter spot promoting a brand in the somewhat more prosaic category of dish liquid took the No. 2 spot on Ace’s 2010 top 10 list. But the ad’s emotional appeal was boosted by real-life events as it debuted just days before the disastrous BP oil spill. The spot conveyed a message about how the product—Procter & Gamble’s Dawn Ultra—is used to save endangered wildlife.
 
The ad, created by The Kaplan Thaler Group, featured oil-soaked birds and marine mammals being bathed in Dawn Ultra along with a pitch to buy the product and help build P&G's $1 per bottle donation fund to wildlife groups. The ad, titled “Wash Away,” scored a 699 and became the highest-ranked, cause-related message rated by Ace.
 
Ace Metrix, which launched in mid-2009, analyzes the creative effectiveness of TV commercials. Proprietary software provides near-real-time reports on new national 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. In 2010, there were approximately 4,900 new national TV spots, per Ace.

Two ads from Apple also made the list (one for the iPhone and another for the iPad), as did ads from Sony, Mars, Nestle, Starbucks and HP. (Click here to view Ace’s top 10 list.)
 
Separately, looking at ads debuting in the fourth quarter, the consumer tech category was even more dominant, taking seven of the top 10 spots, led by a Sony gaming spot. “This reflects the overall consumer interest in new and innovative technology products that we saw resonate throughout 2010,” said Peter Daboll, CEO, Ace Metrix. (For the complete list of top fourth-quarter ads, click here.)