If you’re thinking advertising awards for 2011, you may want to take a moment and give some thought to Apple’s Siri ad that featured Santa Claus this holiday season. Ace Metrix, a TV ad analysis firm, has deemed the commercial the most effective advertisement of the 2011 holiday season.
Darrell Etherington at GigaOM:
Ace Metrix scores ads based on perceived effectiveness by a selection of randomly selected viewers, which it says are “representative of the U.S. TV viewing audience.” Apple’s Siri ad, which you can see below, scored a 652 overall out of a total possible 950 points, which tallied from respondent scores on criteria such as relevance, persuasion, watchability, information, etc. Apple’s 652 was 8 percent higher than the average score for ads in the same tech-oriented category.
The commercial does an excellent job of illustrating some of Siri’s features, but I have to wonder how quickly Santa would get lost in the wilderness once he leaves the US borders. Siri does not provide location services outside of the US. Are there any reports of Santa not showing up in Europe, China, or Australia? Maybe Santa only really cares about delivering gifts in the US these days.