Volkswagen’s “The Force” spot promoting its new Passat topped many observers’ best Super Bowl campaign lists. Today, the brand released a behind-the-scenes look at bloopers and deleted scenes from its mini-Darth Vader spot, which topped Nielsen IAG’s just-released “best liked” Super Bowl spots ranking.
The spot’s likeability didn’t translate to #1 for brand recall, however — Nielsen identifies the Super Bowl spot with the best brand recall as “Pug Attack,” one of the Doritos “Crash the Super Bowl” spots created by the public (which means, of course, up and coming advertising professionals and creatives).
More on the Nielsen survey after the jump, along with VW’s new behind-the-scenes look at the making of its “Black Beetle” spot that premiered during Sunday’s game.[more]
According to Ad Age, Nielsen’s Super Bowl ranker looks at Recall and Likeability as follows:
The Recall score is the percentage of viewers who can Recall the brand of an ad they were exposed to during the normal course of viewing the Super Bowl. These scores are then indexed against the average score for all Super Bowl ads (Recall Index). 100 equals average. For example, with a Recall Index of 179, the Doritos “Pug” ad was 79% better-recalled than the average Super Bowl spot.
The Likeability score is the percentage of viewers who report to like “a lot” an ad they were exposed to during the normal course of viewing the Super Bowl, among those recalling the brand of the ad. These scores are then indexed against the average score for all Super Bowl ads (Likeability Index). 100 equals average. For example, with a Likeability Index of 186, the Volkswagen “Darth Vader” ad was almost twice as liked compared to the average Super Bowl spot.
The Top 10 lists are based on 14,932 surveys of Super Bowl viewers; 58 unique national creative executions (excluding Movie spots) during Q1-4 and Halftime were considered for the list.
Now, here’s that look at VW’s “Black Beetle” spot —