At VonShine Industries, we’re all about the feels. Not just because we’re sensitive, but because emotions are at the heart of purchase decisions. This year, during the Super Bowl, we decided to see how people felt about the various ads that aired during the Big Game.
Our awards are for the ads and brands that did the best job of bringing out the strongest reactions in people. Whether it’s fear, happiness, shock or nostalgia, we found it all. Below are the most reactive ads and the emotions they elicited:
Nostalgia: My childhood. *sniff
EQ Composite Score: 112
A beautiful tearjerker from Audi though none of the conversation really had to do with the car. David Bowie stole the show, as it should be.
Jubilation: Utter excitement and overwhelming happiness!
Winner: Coca-Cola and Marvel
EQ Composite Score: 121
The real winner here is Marvel. The vast majority of conversation about the commercial centered around Hulk vs Ant-Man. Nice job to Coca-Cola for hitching a ride on the anticipation surrounding this upcoming film.
Inspiration: Get up and do something!
EQ Composite Score: 131
Helen Mirren, supported online by celebrities like Joe Jonas, Andy Cohen and the entire UFC elevated this from a simple PSA to a short cultural movement. “I stand with Budweiser” was a commonly heard phrase.
Disturbed: I'll dream of that later
Winner: Mountain Dew
EQ Composite Score: 132
Does anybody really win when they disgust people? Major trends in conversation centered on keywords like “nightmares,” “disturbing,” “creepy” and “terrifying.”
Amusement: Keep it entertaining
Winner: T-Mobile Drake
EQ Composite Score: 133
One of the hottest songs this winter, on point copywriting and great delivery by Drake created one of the most reactive ads of the Super Bowl. Drake received the lion's share of conversation, and probably picked up a few new fans but T-Mobile certainly made their point.
Surprise!: Didn’t see that coming!
Winner: Doritos Baby
EQ Composite Score: 142
Ironically, it’s not a big surprise to see Doritos take this one home since the brand does have a history of reaction-inducing ads. This year proved to be no different. A dose of humor followed by a dash of disgust resulted in the highest EQ Scoring ad of the Super Bowl.
We created social listening monitors for each commercial. These monitors included any relevant hashtags, brand names, celebrity names and Twitter handles and were contained to the US. We pulled together all the social conversations that happened from kickoff until the end of the game, analyzed them to identify primary expressed emotions and scored them. Our EQ Composite Score is a weighted average of three “intelligence quotients” – volume of social conversation, volume of emotive phrases within those conversations and the ratio of emotive phrases to Tweets.
Emoji Credits: Emoji provided free by Emoji One (http://emojione.com)