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Hershey’s, Nike, Cheetos and Johnsonville had the most emotionally impactful video ads of 2016

Hershey’s, Nike, Cheetos and Johnsonville had the most emotional video ads of 2016, according to research from Ace Metrix

Nike, Hershey’s, Cheetos and Johnsonville had the most emotionally evocative video ads of 2016, according to research released by video advertising measurement company Ace Metrix.

According to Ace Metrix, which conducted the research by measuring the frequency of emotive words and phrases in viewer comments on nearly 8,000 videos, Nike’s “Unlimited Scout Bassett” ad was the most inspirational ad of 2016. Created by Wieden + Kennedy Portland, the video was part of Nike’s “Unlimited” campaign that ran during the Olympics.

Hershey’s “Hello From Home” ad featuring US Olympic wrestler Jordan Burroughs was crowned the most heartwarming ad of 2016. The ad, created by Arnold, features Burroughs as he opens a care package filled with chocolate and words of encouragement from his family.

Johnsonville Sausage took the cake for the most creative ad of 2016 with its “Regular Speed Chase by Brett” video that launched last spring. Created by Droga5, the video was part of a campaign for the brand that tasked employees with coming up with ideas for the brand’s ads.

The funniest ad of the year was Cheetos’ “The Lie Detector,” according to Ace Metrix, which features a husband who catches his wife and kids sneaking Cheetos behind his back.

Doritos’ Super Bowl commercial “Ultrasound” came in second place for funniest ad of 2016, while Avocados From Mexico’s game day spot came in second for funniest ad of the year. Other brands that scored points with consumers last year were Kohler, Microsoft and Always.

“Last year was marked by intensely emotional events, and video advertising was in some ways a reflection of this. The Olympics brought many uplifting pieces of creative from brands like Hershey’s and P&G, while brands like Zappos and Microsoft tackled social issues like homelessness and female empowerment,” said Peter Daboll, CEO of Ace Metrix, in a statement. “The presidential election opened the door for brands to deliver messages of inclusion and unity. As usual, the Super Bowl brought us some of the year’s funniest ads, including Doritos final installment of Crash the Super Bowl.”

See the full list here.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she oversees creativity coverage in North & South America and runs The Drum’s weekly “US Creative Works” roundup. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal and has interviewed dozens of creatives for The Drum’s “What does it take to be a great creative?” video series.

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