Mr. Clean, 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 behind the brand’s performance. Both Colgate and Mr. Clean were powered by “relevance and desire,” according to 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 the previous 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, 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.”

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.