Mr. Clean and Colgate Ads Resonate

Two venerable names in household and personal care topped Ace Metrix's Brand of the Year list in the 20 most competitive video advertising categories. In household, Mr. Clean came out on top, while Colgate was named the winner in personal care. 

The winners achieved their success by drawing power from particular creative attributes and persuasive components, according to Ace Metrix. In looking at the ad personalities of each brand’s top-scoring ads, Ace Metrix also identified a common force that powered the brand’s annual performance. Both Colgate and Mr. Clean were powered by “revelance and desire,” said Ace Metrix.
 
Mr. Clean earned one of the highest overall places on the Emotional Sentiment Index (ESI) and  Colgate rose from the No. 2 spot in its category last year, outpacing past leader Oral-B and outperforming competitors Crest and Sensodyne.
 
“Brand of the Year status is a coveted award among advertisers because it is based not on any single opinion or board of creative ambassadors but is representative of vast consumer responses to every new video ad to debut in the year,” said Peter Daboll, CEO of Ace Metrix. “We applaud each of these outstanding brands for executing effectively on their individual creative approaches and for not only outperforming their category competitors, but also for raising the bar on their own creative scores.”
 
Other category winners included Reebok in apparel and footwear, Budweiser in beer, Subaru in non-luxury auto, Petco in retail, Google in software and websites, and Samsung in mobile devices.                       
 
To qualify for Ace Metrix Brand of the Year, a brand must have debuted five or more unique pieces of creative within a category containing more than 100 pieces of creative and five qualifying brands. The Brand of the Year winners earned the highest average Ace Score for their 2014 portfolio of work, outperforming all other qualifying competitors within their category. Data is based on ads initially aired between Jan. 1, 2014 and Dec. 31, 2014, from data available through January 6, 2015. Ace Metrix gathered more than 3.5 million responses from approximately 700,000 consumers that generated creative potential scores for nearly 7,000 new video ads in 2014. Each ad is scored against a unique panel of 500+ consumers, demographically balanced to the US census for age, gender and income.