The latest Blockbuster commercial starring animated pet-store hamsters Carl and Ray led the pack of Super Bowl ads in a national study conducted by HCD Research. The group polled 600 viewers over the age of 18 on Sunday night and found that the majority picked the humorous spot from a field of six ads hand-picked by a panel of advertising experts.
Animated by Tippett Studios, the Blockbuster team of Carl and Ray made their debut during the 2002 Super Bowl. In this year’s winning ad, the furry duo tries to order movies online by using a real mouse, one of their fellow pet shop residents.
The spot also got the most votes in a poll conducted on Sports.aol.com.
The six spots included in the HCD Research survey were selected by Arthur J. Kover, Ph.D., former editor of the Journal of Advertising Research and Yale Management Fellow; Stuart Kreisman, Emmy Award-winning writer/producer; Jim Gaylord, former VP of international marketing and research for Fox Studios; Christopher Borick, Ph.D., director of Muhlenberg College Institute of Public Opinion; Larry Iaquinto, president and chief operating officer of IHC Group; Steve Feinberg, creative director for The Seiden Agency; andPaul Brala Ph.D., clinical psychologist.
During the study, the advertisements were evaluated based on five parameters: breakthrough, creativity, memorability, excitement and involvement. In addition, each was evaluated using an on-line automated response system to determine high and low points of interest. The data was then used to create a metric with high scores indicating high advertising effectiveness. Responders were also asked questions regarding their perceptions of the ads. To view the top six Super Bowl ads, go to www.mediacurves.com.