Ace Metrix Names Q3’s Most Powerful, Most Inspiring and Funniest Ads

Brands achieve rare levels of emotional connection with viewers

LOS ANGELES--()--Ace Metrix, the leader in measuring the impact of video advertising, today released three lists of outstanding Q3 creative that achieved rare levels of powerful, inspiring and funny emotional connections with viewers.

The lists were derived using Ace Metrix’s new, groundbreaking approach that measures 57 different reactions/emotions in ads, such as heartfelt, nostalgia, humor, authenticity, preachy, sexist, boring. The methodology is based on deep Natural Language Processing and machine learning analysis of hundreds of viewer reactions to every ad – in their own words.

Some of the ads on each list rank in the 99th percentile for the given emotion/reaction. At a time where advertising has to go beyond simply entertaining and actually make an emotional connection, these brands achieved great success in Q3.

Q3’s Most Powerful

Fewer than 12% of all ads in our database spark this reaction from viewers, and the top five ads are more powerful than 97% of those. A strong message is the foundation of any ad that fires signal for “Powerful,” as viewer responses include phrases such as: “a real sucker for,” “bold message,” “extremely powerful message,” “liked her message,” and “meaningful message.”

Rank   Brand   Ad Title   Length   Likeability Score   Powerful Percentile
1   Dawn  

Dawn Helps Clean Wildlife

  0:30   814   99th
2   Chik-Fil-A  

Rewarding Service

  0:30   701   99th
3   Ford  

Hard Workers

  0:30   707   97th
4   Nike  

Do It :60

  1:00   700   97th
5   FedEx  

Tortoise & Hare

  1:00   741   97th

Q3’s Most Inspiring

Inspiring ads are far and few between, as less than 9% of all ads register any signal for this emotion. Stories about facing adversity to achieve one’s dreams evoke comments from viewers that include the following phrases and words: “courageous,” “dream can come true,” “empowering!,” “inspiration,” “no matter disability,” and “their goal.” Of those that inspire, the ads on this list rank in the 95th percentile and above.

Rank   Brand   Ad Title   Length   Likeability Score   Inspiring Percentile
1   Strayer University  

Never Stop Growing

  1:00   635   99th
2   Nike  

Just Do It -- Serena Williams

  1:00   722   97th
3   Boeing  


  0:30   668   95th
4   Nike  

Dream Crazy 2:00

  2:00   705   95th
5   State Farm  

Wish You Were Here

  0:15   662   95th

Q3’s Funniest

With about 25% of all ads going for laughs, or at least a chuckle, funny is one of the most common emotions triggered in advertising. Viewer responses include words and phrases such as: “chuckled,” “cracked me up!,” “extremely funny,” “genuinely laughed out loud,” “hahah!,” “hilarious,” “lmaooo,” and “quite humourous.” These ads all ranked in the 99th percentile for funny:

Rank   Brand   Ad Title   Length   Likeability Score   Funny Percentile
1   Southwest  

Get Away :15

  0:15   702   99th
2   Geico  

Great Hands

  0:30   655   99th
3   Gain  

Dad Wins

  0:30   657   99th
4   Jack-in-the-Box  

Jack’s Bowls

  0:30   630   99th
5   Ore-Ida  

Introducing Ore-Ida Potato Pay

  1:05   643   99th

You can find a detailed version on the Ace Metrix website, here.

About Ace Metrix

Ace Metrix® is the standard in television and digital video analytics, dedicated to measuring the impact of video ad creative. We provide data and insight to enable marketers and creative teams to produce more impactful work, test and adjust creative executions in real-time, and understand what creative drivers impact their brand KPIs. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures and WPP.

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Note: Ace Metrix®, the Ace Metrix logo design, Ace Score®, Ace Metrix LIVE® and Creative Lifecycle Management® are registered trademarks of Ace Metrix. Other trademarks are property of their respective owners.


Ace Metrix
Sammi Scharninghausen


Ace Metrix
Sammi Scharninghausen