NEW ORLEANS -- Doritos was this year's creative "MVP" for the second year running in Nielsen's 10 best-liked and most-remembered Super Bowl ads lists for 2013. The "Goat 4 Sale" ad earned both the most-liked and most memorable commercial mantles of Super Bowl XLVII, the audience measurement firm said.
Doritos hasn't strayed from the winning play it has employed in the past, said the report, crowdsourcing its creative concept for the sixth year in a row.
Doritos' "Goat 4 Sale" wasn't the only commercial that captured both the hearts and minds of viewers; in fact, eight of the top 10 most memorable ads also placed among the top 10 most liked. Some of these other memorable favorites came from Taco Bell, Tide, Dodge (Ram), the NFL and America's Milk Processors.
Taco Bell's "Goodnight Mr. Goldblatt" spot was also a hit with viewers, as it earned the distinguished honors of being the second most-memorable and third most-liked commercial. It was also the most tweeted about ad of this year's game, earning 215,000 tweets during the four-hour sports spectacle, according to SocialGuide.
This year's most-liked ads used different strategies to resonate with audiences. Good-natured humor and sentimental themes are staple strategies in every marketer's playbook for effectively resonating with audiences. Doritos' "Goat 4 Sale" and "Princess Fashion Show" ads illustrated how slapstick humor can be likeable and memorable without being "in your face," Nielsen said. Budweiser, Dodge (Ram) and the NFL took sentimental approaches to connect with viewers: Budweiser's "Clydesdale & Trainer" spot won over audiences with the endearing story of a trainer and the Clydesdale foal he raised to be a Budweiser Clydesdale being reunited after a few years apart; the Ram ad with the Paul Harvey voice over took a similar approach, tugging at viewer's heartstrings by praising the power and spirit of American farmers; and the NFL thanked fans by sending their favorite NFL players to their houses to surprise them.
Nielsen's Top 10 Most Memorable Commercials of Super Bowl XLVII
1. Doritos, "Goat 4 Sale" (General Recall Index: 138*).
2. Taco Bell, "Goodnight Mr. Goldblatt"(137).
3. GoDaddy, "Two Sides to GoDaddy" (130).
4. Doritos, "Princess Fashion Show" (128).
5. Tide, "Miracle Stain" (128).
6. Dodge Ram, "God Made a Farmer" (127).
7. Coca-Cola, "Race to Coke" (125)
8. NFL Network, "Leon Sandcastle" (123).
9. America's Milk Processors, "The Rock--Got Milk?" (122)
10. NFL, "Evolution" (122).
*With a general recall index of 138, the Doritos ad has proven to be 1.38 times as memorable as the average 2013 Super Bowl ad.
Nielsen’s Top 10 Most Liked Commercials of Super Bowl XLVII
1. Doritos, "Goat 4 Sale" (Likeability Index: 221*).
2. M&M's, "I Would Do Anything for Love" (200).
3. Taco Bell, "Goodnight Mr. Goldblatt" (182).
4. Budweiser, "Clydesdale & Trainer" (171).
5. America's Milk Processors, "The Rock--Got Milk?" (168).
6. Doritos, "Princess Fashion Show" (164).
7. Tide, "Miracle Stain" (157).
8. NFL, "Thank You for Being a Fan" (146).
9. Dodge Ram, "God Made a Farmer" (143).
10. Subway, "Congrats Jared" (143).
*With a Likability index of 221, the Doritos ad has proven to be 2.21 times as likable as the average 2013 Super Bowl ad.
Nielsen calculates the General Recall Index by taking the general recall score (percent of viewers who remember seeing the ad) and indexing versus the mean general recall score of all 2013 Super Bowl ads. It calculates the Likability Index by taking the likability score (percent of viewers who liked the ad) and indexing versus the mean likability score of all 2013 Super Bowl ads. The Top 10 lists are based on about 6,750 ad surveys of Super Bowl viewers; 67 unique national creative executions (excluding movie spots) during the game’s four quarters and halftime were considered for the list.