Now’s the perfect time to look back and take stock of which ads kicked off the year with the biggest impact. We’ve compiled a list of January’s top performers using our ad effectiveness data, and crafted a series of insights to reveal just what made each spot a hit with audiences. Because whether it’s the cold, looming taxes, or new-year fitness goals, January’s performance shows that timing and relevance matter.
Blue Buffalo demonstrated how strong visuals can reinforce brand memorability, while Apple caused a stir with its relatable animated barstool. We also saw Coors capitalize on its well-known brand, whereas the Chick-fil-A mascot tried out a new career to get its message across.
Read on to learn more about the Breakthrough Ads for January.
Blue Buffalo Heads and Tails Above the Competition
Blue Buffalo wagged its way to the top of our list with its strong visuals, clearly stated message and strong product placement. Its “Only the Best” ad scored 42 percentage points above the benchmark for linear and 27 percentage points above the CTV benchmark.
Apple Runs Away with Humor
Apple won viewers’ minds with its “Stool Chase: Don’t Give In” ad, coming in at #2 on both the linear (+22 percentage points) and CTV (+25 percentage points) lists. Its high-energy opening music immediately captures viewers’ attention. Then, when a well-intentioned runner skips a tempting barstool in favor of continuing his run, he finds himself fleeing the same barstool as it attempts to chase him down.
Coors Chills its Way to Brand Memorability
Coors showed how a strong brand can create breakthrough moments. Its “The Mountains are Blue Cold” ad scored 22 points above the linear benchmark and featured its product as the hero, with tight, zoomed-in shots. The ad centers on an ice-cold can in a fridge, reinforcing the brand’s cold positioning, which resonated especially well in the midst of frigid January temperatures.
Chick-fil-A Cows Are a Cut Above the Rest Tied for #4 on the linear list and performing 20 percentage points above benchmark, the ad features the brand’s familiar cow mascot shaving “Eat More Chikin” into customer’s hair at a barbershop. With its on-brand humor, it succeeded in engaging viewers.
Backed by real-time data from MarketCast’s Brand Effect measurement solution, these standout ads earned top marks for breakthrough, brand linkage, and message communication the core ingredients that separate good ads from great ones.
Brand Effect enables marketers to understand whether campaigns are breaking through, using proven metrics that predict revenue drivers and guide real-time optimization to maximize ROI. See the full list of January’s breakthrough ads here.