The Budweiser television commercial featuring its famous Clydesdales was the most effective ad during the Super Bowl, according to Ace Metrix, a California comany that analyzes such things. The American Dairy Association's milk ad with Dwyane "The Rock" Johnson was second.
“The broad range of creative executions in this year’s Top 10 list — from product intros, iconic storytelling, philanthropy, user generated content, comedy, and hyperbole – show that at the end of the day, it’s great creative – not elaborate social campaigns — that win the hearts and minds of consumers on Super Bowl Sunday,” Ace Metrix Chief Executive Officer Peter Daboll said in a prepared statement. “Budweiser used its beloved Clydesdale to tell a compelling story, while milk’s action-packed tale edged out Coke, Pepsi and even Doritos who relinquished their crown as 2012 and 2011’s best Super Bowl advertiser.”
Ace Metrix followed 500 consumers who watched and scored each ad.
According to the company, the top five commercials after Budweiser -- which is made in Columbus -- and milk were: Coca-Cola's Security Camera, Doritos' Goat 4 Sale and Mercedes-Benz' Soul. To watch the ads, click here.
The least effective ads were: Calvin Klein's Concept, GoDaddy.com's Perfect Match, GoDaddy.com's YourBigIdea.CO, Mio's Change is Coming and Bud Light's Lucky Chair. (Budweiser's Black Crown ad also was among the top 10 least effective.) To watch these ads, click here.