TBWA Hits the Spot

Two TV ads -- one for the iPad and the other for Nissan -- shared top honors for resonating most effectively with consumers in the third quarter, according to ad tester Ace Metrix.Omnicom's TBWA\Chiat\Day crafted the Nissan spot, while TBWA\Media Arts Lab created the commercial for Apple's iPad.The ads-focused on innovative product features -- tied for the top spot on the ad tracker's ranking for creative effectiveness, each scoring a 671 on the Ace Metrix scale out of a possible 950. That compares to an average Ace score of 532 for all ads. Ace Metrix analyzes the creative effectiveness of TV commercials. Some 500 panelists from a nationally representative sample use its proprietary software to provide near-real-time reports on TV spots across all major categories. The system evaluates variables such as persuasiveness and likeability across an array of demographic and geographic targets, and also asks panelists to provide their personal impressions of spots.The Nissan spot features a voiceover by the actor Robert Downey Jr., who asks a series of questions that start with the words, "Wouldn't it be cool if," as a way of highlighting innovations that the carmaker has made, like a step in the rear fender of the all-terrain Xterra for easier access to the roof rack. By contrast, the Apple iPad ad has no voiceover and instead relies on a snappy musical score and a series of fast visuals that illustrate what the "iPad is" -- "friendly" (as in Twitter and Facebook friendly), "artful," "literary," "current" and so forth. "Ads that make a clear connection between product innovation and consumer benefit resonate well," said JuYoung Lee, co-founder and chief scientist at Ace Metrix. And that's what the carmaker was going for, said Nissan vp, marketing Jon Brancheau. "We created this ad to reflect the dedication we feel at Nissan to bringing automotive innovation to our customers," he said. The ad also touches on the company's development of electric cars and hybrids, a reflection of its "commitment to bringing new eco-solutions to the market," he added. But according to Rob Schwartz, chief creative officer at TBWA\C\D, Los Angeles, talking about innovation is all well and good, but what really makes an ad pop in terms of resonance is the ability to command viewers' attention. "Everybody is showcasing innovation," said Schwartz. "But I think there is a certain storytelling technique that also has to kick in," which in tandem with product advances is a "potent combination." In a world where it's easy to avoid commercials, there's no reason to watch them, said Schwartz, "other than if it catches my eye and seems interesting." That requires images that are "compelling and artful," he said. And the choice of voiceover is critical. Downey was selected from an initial list of 25 candidates. The narrator had to convey numerous attributes associated with the brand, including confidence, leadership and "a sense of humanity," Schwartz said. But while the Downey ad scored well with Ace panelists who were asked about it, the ad's viral potential appears limited. Since its debut in August, it has only had about 30,000 views on YouTube, per Schwartz. Interestingly another new Nissan spot in the quarter, which follows the journey of a polar bear in search of an eco-minded Nissan hybrid owner, knocked it out of the park on YouTube, with over 800,000 views in just three weeks. But "Polar Bear" didn't make it to Ace's top 50 list. "I'm grateful for the 30,000," said Schwartz of the views to the "Innovations" ad with Downey. "But at the end of the day people share stories, and don't necessarily share product information, although the latter may be motivational.So the learning is you can't just rely on one form of communication. It can't just be fun stories but a combination of fun stories and very compelling product."An ad from Walmart placed third on the Ace Metrix top 10 ranking of effective ads for the quarter, followed by a separate ad for the iPad that debuted in September. Ads for Sony PlayStation, Rubbermaid, Tide, Domino's Pizza, Kohler and IBM also made the top 10 list.

Brand Marketing

TBWA Hits the Spot

Steve Mcclellan

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Steve Mcclellan