For the 10th year in a row, Budweiser won the influential USA Today Ad Meter poll. The winning ad this year was the Clydesdale ad.
The ad featured a Clydesdale that was rejected from the hitch team. The Bud Dalmatian takes him under his wing and trains him to the Rocky theme song. The ad ends with the Clydesdale returning the next year as a champion.
Anheuser-Busch’s chief creative officer Bob Lachky talks about the theme of the ad in USA Today this morning:
"It is a spot about tradition, about the little guy succeeding,"
"There's a real era of cynicism right now, and America was ready for this message. It has a message about trying harder."
Here’s the rest of the USA Today top 5...
1. Budweiser
2. FedEx
3. Bridgestone Critters
4. Doritos Mouse
5. Bud Light Fire Breathing
It is interesting to note that each of these ads in the top 5 feature animals.
Scoring at the bottom of the list was the Doritos “Crash the Super Bowl” contest winner Kina Grannis and her love song “Message From You Heart”.
55. Doritos “Message From Your Heart”
54. White House Drug Control
53. Under Armour
52. Iron Man trailer
51. GMC Yukon
USA Today conducts this poll with 234 volunteers in Chicago and in McLean, VA. These people record their reactions to each of ads during the game on a special handheld device. Advertisers pay close attention to this poll. Last year Careerbuilder fired their creative agency after scoring poorly in this poll. Hyundai even made a reference to this poll in one of its ads this year.
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