Volkswagen has the funniest ad so far this year

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VolkswagenAce Metrix, television and video advertising analytics provider, has listed the leading contenders for funniest ads of 2013. Volkswagen’s “Choose Wisely” ad topped the list. “Top Down Day,” which ranked 7th on the funny list, is Volkswagen’s most effective ad of the year, says Ace Metrix, outperforming all non-luxury auto ads this year by more than 20%.


Doritos also earned two places. K-Mart also ranked two, noteworthy in that the ads are a departure from the company’s 2012 strategy, in which the brand ranked 171st on the Funny Scale versus 10th overall this YTD. K-Mart produced a TV ad that went viral online (“Ship My Pants”), but its lesser-known “The Easy Life” spot is the second funniest ad year-to-date with a Funny Score of 920.

“Humor is one of the leading devices in advertising, with 1 in 5 ads employing it as a strategy. What our data has proven, however, is that funny does not necessarily mean effective,” said Peter Daboll, CEO of Ace Metrix. “The funniest ads of 2013 have managed to buck the trend – engaging humor while still delivering on key Persuasion components, like Information, that are needed to be truly effective.”

Ace Metrix Funny Index is an objective measure based on natural language processing of verbatim consumer qualitative responses collected for every ad. Scores that are above 100 are funnier than average; those that are below 100 are less funny than average. Volkswagen’s top-scoring ad scored a 963 on the Funny Index, making the ad more than nine times funnier than average.

See the list here:

Rank Category Brand Ad Title Air Date Funny Score Ace Score Gap to Norm
1. Non-Luxury Auto Volkswagen Choose Wisely 2/11/2013 963 530 2.2%
2. Discount Stores K-Mart The Easy Life 3/10/2013 920 507 0.4%
3. Chips Doritos Goat 4 Sale 2/3/2013 919 626 12.7%
4. Snacks Jack Links Sasquatch Throws Woman In Mud 5/14/2013 913 538 3.4%
5. Chips Doritos Fashionista Daddy 2/3/2013 870 585 5.3%
6. Discount Stores K-Mart Ship My Pants 4/12/2013 859 598 18.4%
7. Non-Luxury Auto Volkswagen Top Down Day 2/18/2013 847 623 20.2%
8. Beer Corona Light Hunting 4/24/2013 835 488 0.6%
9. Credit Cards Capital One Tighty Whities 3/6/2013 820 480 -1.9%
10. Television Services DISH Network Where Now? 6/7/2013 795 516 4.2%

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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.