Ace 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%|
|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%|
|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%|