BrainJuicer reveals the top ten ads that kicked up the biggest ComMotion®, and did the most to increase the brand's fame & fortune in 2013.

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Winningheartsandmindswith
emotionaladvertising
A Celebration Of 5-Star U.S. Advertising from 2013

2. Whatmakes5-StarAdvertising?
 Emotion is what makes advertising great. Viewers have always known it,
creatives have always known it.
 And now the analysts agree – an emotional strategy leads to more long-
term business effects than rational ads packed with messages.
(Footnote: Binet And Field, The Long And The Short Of It (2013))
 In this slideshare, you’ll count down the top 10 ads of 2013 in the USA,
as revealed on our FeelMore50™ list of the year’s most emotional ads.
 We tested the ads using ComMotion®, our global pre-test tool – the only
ad testing method that puts emotion at the centre of its model.
 It creates an Emotion-into-Action™ score, a metric that predicts business
effectiveness better than standard tests. (You can see each ad’s E-i-A™
score on its slide).
 Click through at the end to see the full list of 50, play your favourites and
get a sneak peek at ads that might do well in 2014’s FeelMore50™.
 And remember – if you feel nothing, you do nothing. If you feel more, you
buy more!
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3. The Ad: Seniors flexing to a
cover of fun.’s “We Are
Young” in a club. Taco Bell
find a hilarious new take on
typical youth advertising.
FeelMore Factor: Playing with
formulas boosts surprise and
happiness.
#10 TACOBELLVIVAYOUNG
EMOTION-INTO-ACTION™ SCORE: 82.96
BRAND: Yum! Brands
AGENCY: Deutsch
CATEGORY: Restaurant 3

4. The Ad: Unashamed sentiment in
P&G’s heartfelt tribute to the women
behind every Olympian.
FeelMore Factor: Criss-crossing
storylines – and no distracting
voiceover – kept viewer happiness
sky-high over its two-minute length.
#9 PROCTER&GAMBLETHANKYOUMOM
EMOTION-INTO-ACTION™ SCORE: 82.98
BRAND: Procter & Gamble
AGENCY: Wieden + Kennedy
CATEGORY: CPG 4

5. The Ad: Friends play wheelchair
b-ball in one of the year’s great
“twist ending” adverts.
FeelMore Factor: The highest
surprise rating in this Top Ten.
Discreet Guinness branding
keeps the emphasis on emotion
– not on product claims.
#8 GUINNESSWHEELCHAIRBASKETBALL
EMOTION-INTO-ACTION™ SCORE: 84.04
BRAND: Diageo
AGENCY: BBDO
CATEGORY: Beverage 5

6. The Ad: A story of an indie band
getting the break of a lifetime
thanks to Honda.
FeelMore Factor: Longer-form,
reality-led viral video is a big
trend – especially when its
stories make people happy.
#7 HONDASURPIRSINGMONSTERSCALLINGHOME
EMOTION-INTO-ACTION™ SCORE: 84.45
BRAND: Honda
AGENCY: RPA
CATEGORY: Automotive 6

7. The Ad: Petco produce a
montage of adorable animals
helping people out
FeelMore Factor: You don’t have
to overcomplicate simple ideas
that are super effective at
making people feel something.
#6 PETCOCOPILOTS
EMOTION-INTO-ACTION™ SCORE: 85.25
BRAND: Petco
AGENCY: Vitro
CATEGORY: Retail 7

8. The Ad: Coca-Cola’s collage of
security camera footage.
FeelMore Factor: Coke mixes
the “found footage” feel of
virals with the brand’s typical
feelgood approach. And it
made viewers very happy.
#5 COCA–COLASECURITYCAMERA
EMOTION-INTO-ACTION™ SCORE: 85.35
BRAND: Coca-Cola
AGENCY: Y & R
CATEGORY: Beverage 8

9. The Ad: Man adopts Dorito-
loving goat, and regrets it.
FeelMore Factor: Very
surprising, and completely
hysterical – Doritos’ bold
decision to crowd-source their
Super Bowl ads paid off in 2013
and again this year.
#4 DORITOSGOAT4SALE
EMOTION-INTO-ACTION™ SCORE: 85.40
BRAND: PepsiCo
AGENCY: Goodby Silverstein & Partners
(Consumer Generated: Ben Callner)
CATEGORY: Food 9

10. The Ad: The Red M&M would
do anything for love… almost.
FeelMore Factor: Talking candy
fatigue set in in 2014, but with a
great choice of music and good
visual jokes familiar characters
can be emotional winners.
#3 M&MSLOVEBALLAD
EMOTION-INTO-ACTION™ SCORE: 85.65
BRAND: Mars
AGENCY: BBDO
CATEGORY: Food 10

11. The Ad: Imagine yourself as a
baby. Now as a dancing baby.
FeelMore Factor: A viral smash
with very light branding –
Evian sensibly got out of the
way of the emotion, letting
music and humour work.
#2 EVIANBABY&ME
EMOTION-INTO-ACTION™ SCORE: 86.82
BRAND: Danone
AGENCY: BETC Digital
CATEGORY: Beverage 11

12. The Ad: A man, a horse, a friendship.
FeelMore Factor: Super Bowl is when
the best American emotional ads
happen – if only ones as feelgood as
Budweiser’s were made all year
round! Brotherhood tops the list for
its clear storyline and emotional
journey. It earns its happiness.
EMOTION INTO ACTION™ SCORE: 88.50
BRAND: Anheuser-Busch
AGENCY: Anomaly
CATEGORY: Beverage
#1 BUDWEISERTHECLYDESDALES:BROTHERHOOD
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13. Incaseyou’rewonderingabouttheEmotion-into-Action™ score…
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Below is a chart indicating an ad’s Emotion-into-Action™ score demonstrating its
efficiency defined as likely share gain/extra share of voice.

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You can view all the FeelMore50™, including the
Top 10 5-Star Ads at:
http://feelmore.brainjuicer.com/feelmore50/.
For information on the IPA’s study on advertising
effectiveness, “The Long and the Short of It”, contact
marketing@brainjuicer.com.
To learn more about fame and fortune, 5-Star Advertising
and how to achieve it, contact us at info@brainjuicer.com.
www.brainjuicer.com