New research from video advert platform Unruly has found that Toyota’s ad, which focused on 13-time Paralympic gold medalist Jessica Long, was the campaign most likely to have the biggest impact on brand and business metrics.
Unruly used content testing tool UnrulyEQ to measure consumer responses to the big ads of this year’s Super Bowl. The ads were ranked using the EQ Score, a composite score focused on how well different campaigns engaged customers and drove brand metrics such as brand favorability and purchase intent.
Toyota’s ad took the crown for generating the most emotional engagement.
The Toyota campaign tells Long’s inspiring story of being adopted from Russia by an American family when she was 13 months old. She has won a total of 23 Paralympic medals for swimming.
According to Unruly, 63 percent of viewers had an intense emotional reaction to the ad, which is almost double the emotional reaction to the average US ad.
Terence Scroope, VP, Insights & Solutions for Unruly and Tremore Video said, “emotions were certainly a lot more heightened this year, with viewers’ emotional responses on average a lot more intense than any of the five previous Super Bowls we’ve tested…what’s also interesting is the ads that finished near the top.
While many ads feature celebrities trying to make us laugh, some of the top performers noticeably deviated from this tried-and-trusted formula. Toyota, for example, borrowed a page from its own successful 2018 ad, focusing on the bond between mother and child, overlaid on the backdrop of a striving athlete’s journey to success. Similarly, Bass Pro Shops leaves the celebrities out of the mix and focuses on a narrative around enjoying nature and the outdoors in a year when we face great challenges and interruptions to our lifestyles.”