Ace Metrix Releases 2018’s Top Ads

Lists for Best Storytelling, Most Heartfelt, Funniest, and Most Unusual are Based on a New Product that Quantifies Emotional Connection

LOS ANGELES--()--Ace Metrix, the leader in measuring the impact of video advertising, released its lists of 2018’s top ads that connected with U.S. consumers emotionally. Ace Metrix shared the ads that achieved the strongest impact for four of the fifty-seven emotions they measure, including: Narrative, Heartfelt, Funny and Left Field.

“Emotional connection continues to play a key role in building relationships with consumers, influencing long-term memory, and driving purchase intent,” said Peter Daboll, CEO, Ace Metrix. “With more and more brands realizing this, it’s critical for marketers to understand the strength of their emotional impact relative to every other ad out there that’s trying to make the same connection.”

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. With over 8,300 video ads analyzed in 2018, and over 3 million viewer comments, these ads distinguished themselves by achieving the highest quantifiable level of emotional impact with viewers.

2018’s Best Storytelling Ads

Among the 12.49% of ads that fire off signal for the Narrative Emo, 2018’s best ranked in the upper-echelon (the 99th percentile).

Rank   Brand   Ad Title   Length   Percentile
1   Freshpet  

The Story of Princess

  0:30   99.5
2   Gillette  

Proud Dad :60

  1:00   99.5
3   PetCo  

Saving Up :30

  0:30   99.5
4   FedEx  

Tortoise & The Hare

  1:00   99.5
5   Zillow  

Time Capsule

  0:30   99.5
6   Teleflora  

The Teleflora Table

  1:30   99.5

Sample words and phrases associated with Narrative include: beautiful story, clever storyline, cute love story, dramatic story, backstory, powerful history, tells a meaningful story, very interesting storyline.

2018’s Most Heartfelt Ads

Whether the matter at hand is joyous, melancholy, or bittersweet, Heartfelt ads tug at our emotions and make us reach for the closest tissue. Unfortunately for Kleenex, this sentiment is present in only 12% of all ads, and like the previous list, this year’s most heartfelt rank in the 99th percentile of those ads.

Rank   Brand   Ad Title   Length   Percentile
1   Huggies  

Father’s Day Hugs

  2:00   99.5
2   Hallmark  

Her Day

  0:30   99.5
3   Verizon  

Military Appreciation :60

  1:00   99.5
4   Macy’s  

Always Present

  0:30   99.5
5   Teleflora  

Teleflora Table

  1:30   99.5
6   Budweiser  

Our Heroes

  1:00   99.5
7   Verizon  

Answering the Call

  1:00   99.5

Sample words and phrases associated with Heartfelt include: makes me wanna cry, am happy, brought tears, caring, compassionate, feel good, gets me emotional, heartstrings, heartwarming!, i cried, saddened, very uplifting, sweet ad!

2018’s Funniest Ads:

These ads stirred up the most hahaha’s and LOL’s among viewers in 2018. None of them reached “Rare Air” status for our Funny emo, but they found the humor sweet spot that appealed to a broad audience. Given that 25% of ads try to be funny in some way, earning a spot in the 97th percentile and up is worth celebrating for the brands below.

Rank   Brand   Ad Title   Length   Percentile
1   Farmers Insurance  

Hall of Claims: Parking Splat

  0:30   98.7
2   M&M  


  0:30   98.7
3   Adam & Eve  

Sympathy for the Grumps

  1:40   98.7
4   NFL  

Touchdown Celebration

  1:00   97.2
5   King’s Hawaiian  

Dye Pack

  0:30   97.2
6   Jack Link’s  

Glamping :15

  0:15   97.2
7   1-800-Contacts  

Toothpaste :15

  0:15   97.2

Sample words and phrases associated with Funny include: a riot, chuckled, comedic, comical!, cracked me up!, funny, genuinely laughed out loud, haahaha, hahah!, hilarious, hysterical, kinda makes me laugh, lmaooo, lol!, quite humorous, humorous.

2018’s Most Unusual Ads

Based on our Left Field emo, something (or everything) about these ads seems outside the realm of possibility. While 17.21% of all ads evoke this sentiment from viewers, the ads below take unordinary to a whole new level by ranking in the 98th and 99th percentile.

Rank   Brand   Ad Title   Length   Percentile
1   Comcast Xfinity  


  0:15   99.5
2   Skittles  


  0:15   99.5
3   Skittles  

Taste The Rainbow

  0:15   98.7
4   Trolli  

Wake Up Your Mouth

  0:15   98.7
5   POM Wonderful  


  0:30   98.7

Sample words and phrases associated with Left Field include: extremely odd ad, left field, kinda an odd commercial, little unusual way to, odd advertisement, odd concept, unusual spot, very unusual ad, very unusual way to.

You can find a detailed analysis 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 KPI's. 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.

Follow Ace Metrix on Twitter for sustained insight: @Ace_Metrix.

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.


PR Contact:
Sammi Scharninghausen, 650-468-7603


PR Contact:
Sammi Scharninghausen, 650-468-7603