New study shows the most engaging commercials for consumers were not those driven by social issue, but light relief
It was humour and not social themes that saw Mr Clean and Skittles produce the most engaging Super Bowl commercials, according to a new study based on people’s facial recognitions.
The research, undertaken by facial tracking firm, Realeyes, found the Mr Clean ‘Cleaner of your Dreams’ and Skittles’ ‘Romance’ advertisements both scored a 98 per cent engagement rate during this year’s Super Bowl game, topping the list of 51 commercials screened. The score was based on a combined measure looking at how well the ad grabbed a viewer’s attention, kept it, and left an impression.
According to Realeyes, both commercials had universal appeal across genders and age groups, while Mr Clean was particularly appealing to women. To do this, Realeyes tracked the facial expressions 3300 people via their Web cams, provided by Lucid.
Third on the most engaging list was Bai’s ‘J Timberlake and C Walken’ ad, with an engagement score of 94.6 per cent, and Buick’s ‘Big game Cam Newtown’, at 93.9 per cent. Rounding out the top five was Wonderful Pistachio’s ‘Ernie gets physical’ 15-second commercial, which scored 93.2 per cent.
What was also clear from the research was that humour, not social or political themes, was key to winning audiences over.
“Much of the talk among the advertising community beforehand was around tackling social issues, such as equality and diversity,” said Realeyes CEO, Mihkel Jaatma. “However, the reality is that people just want to be entertained when it comes to Super Bowl commercials and the brands that did this connected the most with viewers.”
As an example, Jaatma pointed to Budweiser’s ‘Born the hard way’ commercial, which focused on the beer brand’s immigrant founders and generated significant PR and social buzz. In comparison, the ad scored just 36.3 per cent and ranked sixth worst among the 84 ads studied through facial tracking.
Top of the list for worst ads was Airbnb’s ‘We accept’ and Coca-Cola’s ‘America is beautiful’, which both centred around social issues and ranked third and second, respectively.
The top 11 list:
Realeyes recently struck a deal with Mediacom to incorporate its facial tracking technology into the media agency's creative and planning.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu
It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.
Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?
So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?
In the 11th and final episode of the Closing the Gap podcast series, produced by Brandhook, Asahi Beverages’ former marketing strategy director, Darryn Wallace, chats about delivering a true ROI on marketing programs.
It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...
David Hill
Grace Group undergoes first rebrand in 30 years to unify and contemporise
Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...
Damian Young
Chobani tastes success with data analytics platform
This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!
Chris
How this marketing ops leader is lifting the automation ante at Cochlear
Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...
Aaren
How marketing automation is helping drive CX change at Adelaide University
Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...
James Doyle
5 tips to boost engagement with gamification from Donut King