People Actually Liked That Zooey Deschanel iPhone AdBy: Josh Wolford - July 3, 2012
A few months ago, Apple debuted a couple of new iPhone 4S ads that centered around the use of Siri and featured the high-powered celebrity presences of Samuel L. Jackson and Zooey Deschanel. Jackson used Siri to help prepare dinner, while Zooey used Apple’s voice assistant to…check the weather?
The Zooey Deschanel ad, in particular, was the punchline in quite a few jokes – mainly because the actress chose to ask Siri if it’s raining while standing right beside and open window. The ad even spawned a couple of parodies, one notable one coming from Conan O’brien.
You remember the ad, right? I still see it quite frequently on the tube. If you’re unfamiliar, check it out below:
Well, according to new data from TV analytics company Ace Metrix, audiences actually responded to the ad, silly or not.
The Zooey Deschanel “It’s Raining” ad came in 8th place in their list of top 10 most effective TV ads of Q2. The list is based on the company’s “Ace Score, which…
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 relevance, persuasion, watchability, information, attention, etc. This list is comprised of the highest scoring new television advertisements to have first aired nationally between April and June of 2012.
So, viewers thought the Apple ad was pretty persuasive, relevant, and watchable. Take that, haters.
Last quarter, Samsung’s ad for the Galaxy Note (which you may remember targeted Apple fanboys) held the top spot. This quarter, it’s another Samsung ad that reigns supreme – but it’s not for a smartphone. It’s actually an ad called “For Your Big Life” that markets one of Samsung’s french door refrigerators.
“Notable this quarter was both Samsung and Apple’s continued aggressiveness and excellence on the creative front,” said Ace Metrix CEO Peter Daboll.
I guess Zooey Deschanel is just that damn lovable, to offset the admittedly ridiculous “is it raining” question. Google may have to bring in some equally bubbly star power for their just-announced Android Jelly Bean voice search (which looks to be competing with Siri just fine when it comes to functionality).