Beverage Industry

Budweiser boasts most-effective Super Bowl ad

February 5, 2013

Budweiser’s minute-long Clydesdale ad titled “Brotherhood” earned the ranking of most effective ad of Super Bowl XLVII, according to Ace Metrix, a Mountain View, Calif.-based TV and video analytics authority. A brand of St. Louis-based Anheuser-Busch, a wholly owned subsidiary of Anheuser-Busch InBev, Budweiser’s ad achieved an Ace Score of 665, it reports.

“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,” said Peter Daboll, chief executive officer of Ace Metrix, in a statement. “Budweiser used its beloved Clydesdale to tell a compelling story.”

Rosemont, Ill.-based American Dairy Association’s “Morning Run” ad starring Dwayne “The Rock” Johnson came in second place with a score of 644; Atlanta-based The Coca-Cola Co.’s “Security Camera” commercial came in third with a score of 641; and Cherry Hill, N.J.-based SodaStream International’s “SodaStream Effect” came in seventh overall with a score of 621.

Ace Metrix measures 500 consumers who watch and score each ad across a variety of standardized metrics, which ensures that the rankings are comprehensive and scientifically accurate, the company says.