Firm says Volkswagen’s “The Force” was most effective Super Bowl ad

If you watched the Super Bowl Sunday and fell in love with 6-year-old Max Page, the child dressed as Darth Vader, who used “The Force” to start a new Volkswagen 2012 Passat in the driveway of his home, you were not alone.

Los Angeles-based Ace Metrix, a company that measures the impact of creative advertising on television viewers, has announced that the ad, by Volkswagen of America, was the most effective of the 19 automotive commercials that were televised during the game.

The company, which uses criteria such as watchability, likeability, relevance, persuasiveness, ability to alter opinion or to create desire, and the actual messaging content to analyze ads, said it scored 603 on a sale of zero to 950.That was more than any other automotive ad, and 10 percent higher than the average Super Bowl ad, in terms of effectiveness, according to Ace Metrix.

“It was clearly head and shoulders above everything else that I saw during the game. It was clever, and got its message across,” said Earl Belofsky of Kirkland, Wash, who watched from home. “It even included a dog.”

It was my favorite, that’s for sure! How about you?

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