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Reading: Toyota’s Ad ‘Most Effective’ Of Super Bowl
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B&T > Advertising > Toyota’s Ad ‘Most Effective’ Of Super Bowl
Advertising

Toyota’s Ad ‘Most Effective’ Of Super Bowl

Staff Writers
Published on: 10th February 2021 at 9:57 AM
Staff Writers
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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.

https://www.youtube.com/watch?v=fqWG5_7nwyk

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.”

 

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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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