FeelMore50 2016: UPS Keeps On Truckin’

Great news for fans of advertising that makes people feel more and buy more! The 2016 FeelMore50 ranking launched yesterday– our annual list of the global Top 50 most emotional ads. Congratulations to Doritos, whose hilarious “Dogs” takes the top spot – proof once again that the Super Bowl is where US advertisers invest most heavily in making audiences happy.

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But this year’s FeelMore50 goes a lot deeper than just the global ranking. Our new look website also features micro-rankings for the first time, looking at the most successful ads not just by region but by format (short-form, long-form and digital-only), by industry sector, and by event (from the Rio Olympics through the UK Christmas Ads to this year’s Super Bowl). Over the next week on the blog we’ll be spotlighting some of the most intriguing ads and trends we’ve found, starting with our #1 winner in the digital category (and #2 overall), UPS’ Wishes Delivered: Driver Training Camp. Continue reading

FeelMore50™ Ad of the Moment: Hungry Hounds Against the Forces of Authority

Welcome back to another FeelMore50 “Ad of the Moment” spotlight! With the Super Bowl just around the corner we felt it’d only be fitting to shine a light on 2016’s FeelMore50 Super Bowl winner – Super Bowl 50’s most emotional ad of the night – PepsiCo’s Doritos “Dogs”.

This 30 second spot that ran during the third quarter, keeps it short, simple and funny.  The three dogs yearn for bags of Doritos they see inside the grocery store. The only problem, no dogs allowed! Watching the dogs try multiple tactics to sneak into the store, you cannot help but laugh at the whit of these furry creatures. And with a fun, playful soundtrack in the background it keeps the viewer feeling upbeat and cheerful throughout. The peak of emotion comes in when the Dogs create a successful plan to get their Doritos – and you can’t leave out the memorable reaction from the cashier.

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This crowdsourced ad (in collaboration with Goodby, Silverstein & Partners) keeps a light-hearted and humourous theme throughout, leaving viewers with high levels of happiness and surprise, earning it an Emotion-into-Action™ score of 90.90 and a well-deserved 5-Star rating. PepsiCo’s Doritos ‘Dogs’ is an example of the best of brands striving to make consumers feel something, which translates to long term brand growth.

It’s a shame Doritos has ended their “Crash the Super Bowl” campaign – which was built on short crowdsourced skits – but they sure ended it on a high note.

Each year, BrainJuicer tests the Super Bowl ads – an event for which brands are known to part from the persuasion-based models of traditional advertising and take a chance at developing emotional, truly fame building creative – with its validated, award-winning BrainJuicer Ad Testing methodology. If a consumer feels nothing, they will do nothing. If they feel more, they’ll buy more.

A big congratulations to Doritos on their 2016 Super Bowl win, and with Super Bowl 2017 just around the corner we can’t help but ask who will take home the top spot this year. To find out join us 5 February (the night of the Super Bowl) as we live test the ads of the Super Bowl to reveal their emotional scores in real time! And join us the following day for our fifth annual FeelMore50 Super Bowl webinar.

Comedy vs Sadvertising? At Super Bowl 50, It’s All About The Feeling

The Super Bowl is a festival of advertising as well as sport. And it’s not only screen time the two share. Just like the game, the ads get picked over and criticised by a raft of eager pundits. Which means that each year, a media narrative builds up. Last year, we were told, was the year of “sadvertising” – when the Super Bowl ads got emotional to the point of becoming too emotional.

And inevitably, this year is the year when humour comes back to the Bowl. Short, funny commercials. Big stars. Bigger laughs. That’s the Super Bowl 50 story. Is it true?

Everyone loves a narrative. As Jonathan Haidt puts it, “We are story processors, not logic processors”. So the Rebirth of humour at the Super Bowl is a story people can get behind.

But just like last year, it isn’t quite so simple. Continue reading