Evian's Dancing Babies is Best Ad of 2009

A new media study among 316 viewers of three commercials from the Wall Street Journal’s list of the top five ads of 2009 revealed that the majority of viewers (67%) rated the Evian ad featuring dancing babies to be the most memorable.

The study was conducted by HCD Research using its MediaCurves.com website on December 22-23, to obtain viewers’ perceptions of the top ads of the year, as listed by the Wall Street Journal. These ads included the Evian’s dancing babies ad, the Doritos’ crystal ball commercial, and the Hyundai’s assurance program commercial.

“Interest levels immediately begin to drastically increase when the stereo is turned on in the Evian commercial and interest remains strong throughout almost all of the ad. The Doritos commercial has peak interest moments when the crystal ball is thrown and the Hyundai commercial caused relatively stagnant interest levels,” explained Glenn Kessler, president and CEO, HCD Research. 

The majority of viewers (70%) also rated the Evian ad to be the most entertaining. In addition, it was voted as the most effective of the three ads by 44% of viewers. The Evian ad was also rated as the ad most likely to cause viewers to seek more information on the product.

Among the findings:

Please indicate the likelihood that you will seek more information on the brand/content featured in this commercial. Use a scale of 1-7, where 1 represents “Not At All Likely” and 7 represents “Very Likely.”

Of the commercials just shown, which one do you feel was most effective?

Of the commercials just shown, which one do you feel was most memorable?

Of the commercials just shown, which one do you feel was most entertaining?

While viewing the video, participants indicated their perceived levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.