The scoring was done via a random national sample of approximately 500 consumers. Ace's definition of "effectiveness" is a combination of viewer engagement with the ad and the ads ability to persuade a viewer to consider or purchase as a result of seeing the ad.
"Overall Ace Scores for automotive increased roughly 17% for 2010 vs. 2009. This can be attributed to the overall improvement in creative quality lead by companies such as Nissan," said Peter Daboll, chief executive of Ace Metrix. "In addition, we continue to see consumers more receptive to auto ads as the economy and their personal financial situations improve. As we have seen in past quarters, an increasing Ace Score is a good predictor of future auto sales."
Ace Top 10:
1. Nissan: Wouldn't It?
2. Infiniti: Infiniti M Blind Spot
3. Mercedes-Benz: Triumphant
4. Acura: Man Keeps From Hitting Santa & Sleigh
5. Acura: The Ace Body Structure
6. Nissan: Nissan we make them better Category: Automotive
7. Mercedes-Benz: What Is Performance
8. Mercedes-Benz: Trust Car In World You Can't Predict
9. Lexus: Most Advanced Driving Simulator
10. Lexus: Lexus Responded To Challenge
For me though, only a couple of these ads really seemed to stand out. Granted I didn't complete my own analytic research but I can point to a few ads that I think were effective, based on engagement, the amount of viral talk they created, and resultant sales.
You can see all of the videos here.
My Best of 2010:
1. (tie) Kia: This or That
Not only are these ads memorable and stick in your mind, but they have actually helped to move their metal as well.
3. Nissan: Polar Bear
Maybe it's the mushy girl in me but I love this ad and it makes me want to be more green.
4. Ford: Big Deal
This nomination is more about Ford Fiesta's overall launch which was social media heavy and TV light -- a good combo for the target audience.
5. (tie) VW: Punchdub
Audi: Green Police
I have to admit that I love the "punch buggy" comeback, but we have to ask, did it sell more cars? That I am not sure of, but I do know that Audi has nearly surpassed BMW and Mercedes in luxury intentions.