Creative: Post-Game Wrap Up | Adweek
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Creative: Post-Game Wrap Up

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Viewers yawn at the new, applaud the familiar
Super Bowl XXXIV went to the dogs--and the cats, monkeys and horses. A menagerie of humorous spots from Anheuser-Busch, Mountain Dew and E*Trade dominated viewers' choices in a nationwide poll conducted for Adweek by Opinion Research Corp. the day after the game.
In a random sampling of the continental U.S., respondents recalled the brand names of commercials they liked, disliked and remembered, as well as ads that prompted them to act.
Out of 417 respondents, 63 percent named a most memorable ad by brand, with the top spot going to Budweiser's "Rex" from DDB, Chicago. Two ads from BBDO New York rounded out the top three: Mountain Dew's "Cheetah" and FedEx's "Oz."
Dot.coms made up a large number of the game's ad lineup--18 out of 55. But when asked which dot.com ad was most memorable, only 36 percent of respondents could name one. E*Trade commercials from Goodby, Silverstein & Partners, San Francisco, topped the list. In fact, nearly half who recalled a dot.com ad named one of E*Trade's ads, which starred a chimp and a man with money "up the wazoo." However, E*trade ads did not receive favorable responses across the board. "Monkey" ranked third in likability but topped the list of least favored ads.
Dot.coms made up eight of the 12 most disliked ads, with E*Trade, Computer.com and WebMD named most. Lifeminder's ad proclaimed itself "probably the worst commercial" in the Super Bowl. Respondents agreed; it placed fourth.
Women jeered "Cheetah," while men snubbed Bud's "Whassup" guys.
By a slim margin, men preferred many of the Bud spots, including the "Whassup" men and dog-food spoof, both from DDB. But the Bud ad featuring a Clydesdale foal was a favorite among women, as was BBDO's "Mock Opera," a remake of Queen's "Bohemian Rhapsody" for Mountain Dew, and "Oz" for FedEx.
Less than one-third of respondents said an ad persuaded them to investigate or buy a product. Budweiser, E*Trade and Mountain Dew topped the list. Monster.com's "Road Not Taken," an ad from Mullen, Wenham, Mass., fared poorly in likability and recall, but turned up in the top 10. Of those who chose Monster.com, two-thirds were women; 83 percent had attended or graduated college.
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most liked
Viewers were asked to recall the commercial they liked most. Of the 230 who answered the question, one-third chose a spot from Anheuser-Busch.

Brand Agency Commercial Percentage
Budweiser DDB, Chicago Rex recalls his saddest moment. 17.8
Mountain Dew BBDO, New York A biker tackles a cheetah for a Dew. 10.9
E*Trade Goodby, Silverstein A monkey dances to Latin rhythms. 8.7
Budweiser DDB, Chicago A dog gives Bud to his owner, Fred. 6.1
Mountain Dew BBDO, New York Dew dudes' "Bohemian Rhapsody." 6.1
Budweiser DDB, Chicago A tuxedoed vet delivers a Clydesdale. 5.2
FedEx BBDO, New York Oz's Lollipop Guild gets its helium. 3.5
EDS Fallon, Minneapolis Cowboys herd cats on the range. 3.5
Budweiser DDB, Chicago The "Whassup" guys call a friend. 3.5
Pets.com TBWA/Chiat/Day, L.A. The puppet sings, "If you leave me now." 3.5
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least liked
Viewers were asked to recall the commercial they liked least. Of the 111 who responded to the question, half chose a dot-com spot.

Brand Agency Commercial Percentage
E*Trade Goodby, Silverstein A monkey dances to Latin rhythms. 9.0
Computer.com Merkley, New York Relatives of the founders tout the site. 8.1
WebMD Ogilvy, New York Muhammad Ali shadowboxes. 7.2
Lifeminders.com In-house Proclaims itself "the worst commercial." 6.3
Mountain Dew BBDO, New York A biker tackles a cheetah for a Dew. 5.4
E*Trade Goodby, Silverstein A man has money "up the wazoo." 5.4
Oldsmobile Leo Burnett, Chicago A spoof of Gap ads, with the new Olds. 4.5
7-Up Young & Rubicam, N.Y. Orlando Jones' "Show us your can" contest. 3.6
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most recalled
When asked to name the commercial they remembered most, 264 people responded.

Brand Agency Commercial Percentage
Budweiser DDB, Chicago Rex remembers his saddest moment. 18.6
Mountain Dew BBDO, New York A biker tackles a cheetah for a Dew. 11.0
FedEx BBDO, New York Oz's Lollipop Guild gets its helium. 7.0
Mountain Dew BBDO, New York Dew dudes' "Bohemian Rhapsody." 6.1
Budweiser DDB, Chicago The "Whassup" guys call a friend. 5.3
Budweiser DDB, Chicago A dog gives Bud to his owner, Fred. 4.9
E*Trade Goodby, Silverstein A monkey dances to Latin rhythms. 4.9
Budweiser DDB, Chicago A tuxedoed vet delivers a Clydesdale. 4.5
7-Up Young & Rubicam, N.Y. Orlando Jones' "Show us your can" contest. 4.5
E*Trade Goodby, Silverstein A man has money "up the wazoo." 2.3
Pets.com TBWA/Chiat/Day, L.A. The puppet sings, "If you leave me now." 2.3
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dot.coms
When asked which dot.com commercial they remembered most, only one-third of the respondents (151) could recall a dot.com ad by its brand name. Of those who did, nearly half named one of E*Trade's commercials.

Brand Agency Commercial Percentage
E*Trade Goodby, Silverstein A monkey dances to Latin rhythms 31.1
E*Trade Goodby, Silverstein A man has money "up the wazoo." 13.9
Computer.com Merkley, New York Relatives of the founders tout the site. 7.9
Pets.com TBWA/Chiat/Day, L.A. The puppet sings, "If you leave me now." 7.9
Monster.com Mullen, Wenham, Mass. People on the street recite Robert Frost. 7.3
Hotjobs.com McCann-Erickson, Detroit The computer cursor haggles for a job. 4.6
WebMD Leo Burnett, Chicago Muhammad Ali shadow boxes. 3.3
Lifeminders.com In-house Proclaims itself "the worst" ad. 2.6
Autotrader.com Doner, Southfield, Mich. A man buys a car in a virtual world. 2.0
Oxygen Network Mullen, Wenham, Mass. Baby girls reject their pink clothes. 2.0
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most effective
Less than one-third of the respondents said an ad peaked their interest enough either to investigate or buy the product advertised. Out of those who answered the question, 38 percent chose one of Anheuser-Busch's eight commercials.

Brand Agency commercial PErcentage
E*Trade Goodby, Silverstein A monkey dances to Latin rhythms. 10.9
Mountain Dew BBDO, New York A biker tackles a cheetah to get his Dew. 10.9
Budweiser DDB, Chicago Rex recalls his saddest moment. 8.6
Budweiser DDB, Chicago A dog gives a Bud to his owner, Fred. 8.6
Budweiser DDB, Chicago The "Whassup" guys call a friend. 7.8
Budweiser DDB, Chicago A tuxedoed vet delivers a Clydesdale. 7.0
E*Trade Goodby, Silverstein A man has money "up the wazoo." 6.3
Mountain Dew BBDO, New York Dew Dudes sing "Bohemian Rhapsody" 6.3
Monster.com Mullen, Wenham, Mass. People on the street recite Robert Frost. 4.7
Bud Light DDB, Chicago A carton of Bud is caught in elevator doors. 3.1
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most liked
Of the respondents who named their favorite spot, 128 were men and 102 were women. The following two lists of most favored spots were compiled separately with percentages based on the number of responses for each gender.

Brand Agency commercial percentage
Budweiser DDB, Chicago Rex remembers his saddest moment. 17.1
Mountain Dew BBDO, New York A biker tackles a cheetah to get a Dew. 12.5
E*Trade Goodby,Silverstein A monkey dances to Latin rhythms. 10.2
Budweiser DDB, Chicago A dog gives a Bud to his owner, Fred. 6.3
Budweiser DDB, Chicago The "Whassup" guys call a friend. 5.5

Budweiser DDB, Chicago Rex remembers his saddest moment. 18.6
Mountain Dew BBDO, New York A biker tackles a cheetah to get a Dew. 8.8
Budweiser DDB, Chicago A tuxedoed vet delivers a Clydesdale foal. 7.8
Mountain Dew BBDO, New York The Dew dudes sing "Bohemian Rhapsody." 7.8
FedEx BBDO, New York Oz's Lollipop Guild gets its helium. 6.7
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most liked
These two lists of favorite ads were compiled separately with percentages based on the number of responses in the corresponding income level: 196 had incomes less than $50,000 and 118 were above that mark.

Brand Agency Description Percentage
Mountain Dew BBDO, New York A biker tackles a cheetah to get a Dew. 9.7
Budweiser DDB, Chicago Rex remembers his saddest moment. 6.6
E*Trade Goodby,Silverstein A monkey dances to Latin rhythms. 4.1
Mountain Dew BBDO, New York The Dew dudes sing "Bohemian Rhapsody." 3.1
Budweiser DDB, Chicago A tuxedoed vet delivers a Clydesdale foal. 2.6
Budweiser DDB, Chicago Rex remembers his saddest moment. 14.4
FedEx BBDO, New York Oz's Lollipop Guild get its helium. 7.6
Budweiser DDB, Chicago A dog gives a Bud to his owner, Fred. 5.9
Mountain Dew BBDO, New York The Dew dudes sing "Bohemian Rhapsody." 4.2
EDS Fallon, Minneapolis Cowboys herd cats on the open range. 3.