NEWS12 January 2015

BrainJuicer ranks emotive advertising

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UK — Research agency BrainJuicer has launched this year’s FeelMore50, its global ranking of the top 50 ads which sees Leo Burnett Paris’ ‘Emma’ ad for French toilet paper brand Le Trefle come out on top.

The FeelMore50 used BrainJuicer’s emotion-based advertising testing to analyse more than 400 of the world’s most acclaimed, viral and award winning ads, ranking them on a one to five-star star rating as a celebration of emotional advertising.

The agency said that the higher the rating, the more likely an ad is to create major long-term business effects (as shown in the IPA’s large-scale studies of advertising effectiveness). The average score for 35,000 ads is two stars but the FeelMore50 ads all score four or five stars and are highly emotional.

This year’s winner, ‘Oh Emma’ pokes fun at the modern obsession with technology. The second best ad brings to life the wonder of flying; Turkish Airlines was criticised for not servicing enough of Turkey domestically and its response was an ad by Lowe Istanbul promising to do better.

The third top ad was Anomaly’s work for Budweiser, which won the Super Bowl battle of the ads for a second year, with ‘Puppy Love’, a sequel to last year’s FeelMore50 winner ‘Brotherhood’.