Budweiser Produces Most Effective Ad of the Super Bowl According to Ace Metrix

Budweiser’s minute-long Clydesdale ad was the most effective ad of Super Bowl 2013, according to Ace Metrix®, the new standard in television and video analytics. The ad, which achieved an Ace Score of 665, was followed by the American Dairy Association’s “Morning Run” ad starring Dwayne “The Rock” Johnson. Ace Metrix measures 500 consumers who watch and score each ad across a variety of standardized metrics, which ensures that the Ace Metrix rankings are the most comprehensive and scientifically accurate comparisons available.

“The broad range of creative executions in this year’s Top 10 list—from product intros, iconic storytelling, philanthropy, user generated content, comedy, and hyperbole—show that at the end of the day, it’s great creative—not elaborate social campaigns—that win the hearts and minds of consumers on Super Bowl Sunday,” said Peter Daboll, CEO of Ace Metrix. “Budweiser used its beloved Clydesdale to tell a compelling story, while Milk’s action-packed tale edged out Coke, Pepsi and even Doritos, who relinquished their crown as 2012 and 2011’s best Super Bowl advertiser. Coke’s simple but effective ‘Security Camera’ ad outperformed its ‘Coke Chase’ social media experiment, and Mercedes took the top slot in automotive with their clever New Orleans-themed ad for the new CLA.”

Most Effective Ads of Super Bowl 2013

Rank Brand Ad Title Ace Score
1 Budweiser “Brotherhood” 665
2 American Dairy Association “Morning Run” 644
3 Coca-Cola “Security Camera” 641
4 Doritos “Goat 4 Sale” 626
4 Mercedes-Benz “Soul” 626
6 Jeep “Whole Again” 622
7 SodaStream International “SodaStream Effect” 621
8 Skechers “Man vs Cheetah” 612
9 Hyunda “Stuck” 611
10 Best Buy “Asking Amy” 609

Least Effective Ads of Super Bowl 2013

Rank Brand Ad Title Ace Score
1 Calvin Klein “Concept” 362
2 GoDaddy.com “Perfect Match” 413
3 GoDaddy.com “YourBigIdea.CO” 452
4 Mio “Change is Coming” 477
5 Bud Light “Lucky Chair” 490
6 Lincoln Motors “Steer The Script” 491
7 Axe “Lifeguard” 493
8 Samsung “The Next Big Thing” 502
9 Wonderful Pistachios “Get Crackin'” 507
10 Budweiser Black Crown “Coronation” 509

Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience. The results are presented on a scale of 1-950, which represents scoring on creative attributes such as Persuasion, Relevance, Information, Attention, Change, Desire and Watchability.


Auto Bowl
Mercedes-Benz took advantage of its home field advantage in New Orleans to craft a celeb-studded ad featuring Willem Dafoe with cameos by Kate Upton and Usher. The ad was the top scoring contribution from automotive, who once again offered the most creative of any industry in the big game. Jeep’s half-time ad narrated by Oprah Winfrey was the second most effective automotive ad of the Super Bowl, achieving an Ace Score of 622. Along with Hyundai’s Sonata Turbo ad “Stuck” all three made the top ten overall for 2013.

Notable this year was nearly every automaker’s ability to produce an ad that surpassed the current automotive industry category norm of 539. Ram Truck’s “God Made a Farmer” ad generated significant discussion and scored well, held back by a younger generation that felt that the ad was simply too long. Toyota’s use of celebrity Kaley Cuoco achieved an above-norm score of 530, but the “Wish Granted” ad still landed in the bottom of the heap – despite heavy publicity, just above the Lincoln “Steer the Script” ad, which ranked the lowest of the category with an Ace Score of 491. The top 10 automotive ads of Super Bowl 2013 can be seen below:

Most Effective Automotive Ads of Super Bowl 2013

Rank Brand Ad Title Ace Score
1 Mercedes-Benz “Soul” 626
2 Jeep “Whole Again” 622
3 Hyundai “Stuck” 611
4 Kia “Space Babies” 604
5 Audi of America “Worth It” 589
6 Ram Trucks “God Made a Farmer” 584
7 Volkswagen “Get Happy” 580
8 Lincoln Motors “All New” 568
9 Hyundai “Team” 551
10 Kia “Hotbots” 538