Wednesday, ad consulting company Ace Matrix released its list of the most effective TV commercials of Q3 of 2011, just in time for Advertising Week. As usual, food and drink products are front and center in the winner's circle. Five of the top 10 commercials advertise some kind of comestible.
The surprise winner of the bunch was a subdued, tasteful 9/11 Tribute commercial from Budweister, which aired on the 10th anniversary of the attacks. Ace Metrix CEO Peter Dabroll, writing in Forbes, noted that the ad scored higher than any other ad so far this year.
Ace Matrix, which was founded in 2007, conducts surveys and focus groups to determine consumer response to ads. It uses the data from the surveys to rank commercials on a 1000-pound scale called the Ace Score.
For the full top 10, check out the Ace Metrix website. Here are all the food-related ads:
Red Lobster has gotten quite a bit of good press for featuring its actual workers in commercials. In "Charles Himple's Story," a former line cook describes his climb to Grill Master glory in the Red Lobster corporate structure. It squeaked on to the Ace Metrix list, with 642/1000 pounds landing it at number 10 overall.
This stylish Subway ad seems at first like it's going to be a grave PSA about the oil industry -- but it quickly shifts into an upbeat showcase of sandwiches. Clever.
Bisquick's short "Unleash The Hidden Power" ad gets major points for directness; it also has the potential to inspire viewers to find more information on the General Mills website. The commercial came in sixth on the Ace Metrix list of commercials.
AdAge has been praising Sonic's use of charismatic actors for years, and this ad, a strange kind of Flight Of The Conchords-esque twist on an acid trip, shows how effective their ads can be. "Man Has Food Fantasy" ranked second among food-related ads, and third over all, with a score of 657.
This somber ad ranked the highest of any ad in the third quarter; it scored an impressive 665 out of 1000 points. The commercial, which aired on the 10th anniversary of September 11th, never explicitly refers either to beer or to the World Trade Center attacks. Instead, it shows the Budweiser Clydesdales honoring New York in a moving montage of city sights.