Mercedes-Benz Produces the Most Effective Super Bowl Auto Ad

Ravens quarterback Joe Flacco may have taken home the Pete Rozelle Trophy during Super Bowl XLVII, but Mercedes-Benz (IW 1000/18) also won MVP honors Sunday.
The German automaker debuted the most effective automotive ad of the big game, according to Ace Metrix, a television analytics company. The company’s “Soul” ad, which featured Williem Defoe, Kate Upton and Usher, earned an Ace score — a figure based on an ad’s persuasion and watchability — of 626.
Conversely, Lincoln’s (IW 500/4) “Steer the Script” was the least effective, only pulling in a rating of 491 – far below the auto industry’s norm of 539, Ace Metrix said.
Overall, automotive ads scored well among viewers. Three auto commercials cracked the Top 10 list of all 2013 Super Bowl ads — Mercedes-Benz “Soul,” fifth, 626; Jeep (IW 1000/48) “Whole Again,” sixth, 622; Hyundai (IW 1000/122) “Stuck,” ninth, 611.
“The broad range of creative executions in this year’s Top 10 list — from product intros, iconic storytelling, philanthropy, user generated content, comedy and hyperbole — show that at the end of the day it’s great creative — not elaborate social campaigns —that win the hearts and minds of consumers on Super Bowl Sunday,” Peter Daboll, CEO of Ace Metrix, said in a statement.
Most Effective Automotive Ads of Super Bowl 2013

Rank	Brand	Ad Title	Ace Score
1	Mercedes-Benz	"Soul"	626
2	Jeep	"Whole Again"	622
3	Hyundai	"Stuck"	611
4	Kia	"Space Babies"	604
5	Audi of America	"Worth It"	589
5	Ram Trucks	"God Made a Farmer"	584
7	Volkswagen	"Get Happy"	580
8	Lincoln Motors	"All New"	568
9	Hyundai	"Team"	551
10	Kia	"Hotbots"	538

Ace Metrix surveyed 500 viewers on ads’ watchability — engagement — and persuasion — desire, relevance, likeability, attention, information and change. The highest possible score is a 950, however, fewer than 10% of all ads break 600, according to Ace Metrix.

Source: Industry Week