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Unlike the oil spill it has been unsuccessfully trying to contain for the last two months, BP’s new “apology ad” is not a complete disaster, according to Ace Metrix, the research firm that measures the creative effectiveness of breaking TV campaigns.
The ad, which debuted June 3, delivered an Ace Score of 526 out of a total of 950, which is in-line with the average of 523 for all ads within the Ace Metrix system.
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