Ace Metrix has announced that the Volkswagen Passat ad {link no longer active} featuring a child dressed as Darth Vader was the highest-rated automotive ad during the Super Bowl. The company rated the ad a 603 based on a scale of watchability, likeability, relevance, persuasiveness, ability to alter opinion or to create desire, more than any of the other 19 automotive ads.
“The Super Bowl became the Auto Bowl,” said Ace Metrix’s CEO, Peter Daboll. “VW’s ‘The force’ was a hit across all demographic groups, harnessing the right mix of likeability, watchability and cute.”
Source: Examiner.com
