Tuesday, September 13, 2011

9/11/11 tribute advertising

In an interesting bit of online debating, AdAge.com published a story this morning which included comments from several "in the business" who took to task those companies who aired commercials themed to the 10-year anniversary of 9/11, e.g., State Farm, Budweiser and Verizon.

In case you missed it, here is Budweiser's spot--a replay of the spot which aired ten years ago around the time of the tragic attack on the U.S.

This afternoon, AdAge.com published a story which summarized consumer attitudes about the advertising. And, perhaps not surprisingly, the consumers felt much more positive about the effort, and the work, than did those who commented from within the advertising sector.

Ace Metrix, which polled 500 adults, found that "by and large, they (those surveyed) rated the ads very favorably."

The favorite spot was Budweiser's tribute spot, above, which also included a call-to-action for viewers to donate to the 9/11 memorial. The famous Clydesdales beat out State Farm's spot, directed by Spike Lee, and a series of Chevy ads which aired during the Discover Channel's "Rising Rebuilding Ground Zero" program.

Not only did Budweiser's spot win among those brands who tied in to the 10-year anniversary of 9/11, but it also tallied one of the highest beer ad scores for this quarter--a 665 on the Ace Metrix scale versus the category average of 478.

Perhaps we marketers should continue to remember who really counts in this debate--the consumers.

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