Volkswagen’s “The Force” Named Most Effective Super Bowl Ad… Camaro’s “Miss Evelyn” Most Watched

Miss Evelyn Camaro Super Bowl Commercial

According to Nielsen, Chevrolet’s sultry school teacher “Miss Evelyn” and the Camaro made history during Super Bowl XLV was the most-watched television advertisement of all time. Volkswagen’s lovable Darth Vader in “The Force” was the most effective automotive spot to air during the Super Bowl.

Nielsen estimates that 119,638,000 people watched the Camaro spot, where two guys narrate their vision of the perfect ad for America’s best-selling sports car. Additionally, “Miss Evelyn’s Wild Ride” spot has garnered more than 1 million views on YouTube. “The Force” from VW has become the most watched Super Bowl commercial online with nearly 29 million views.

Previously, the record holder for the most-watched ad was a Doritos commercial from 2010, with 116 million viewers.

“The Super Bowl is clearly a great opportunity to reach a large audience,” said Kevin Mayer, director, Chevrolet Advertising and Sales Promotion. “The challenge is to tell a story that captures their imaginations, and increases their consideration of your brand.  Based on the results we have seen, I think Chevrolet successfully met that challenge during Super Bowl XLV.”

According to Edmunds Auto Observer, the Super Bowl ads increased consumer consideration for the Camaro by 69 percent, while overall consumer consideration for the Chevrolet brand surged 20 percent. Consideration for the Passat increased 281 percent.

Most Effective Automotive Super Bowl XLV Ads
Rank Product Ad Title Ace Score*
1 Volkswagen Passat The Force 603
2 Chevrolet Volt Discovery 602
2 Chevrolet Camaro Miss Evelyn 602
4 Kia Optima One Epic Ride 595
5 BMW AG Ch-Ch-Changes 591
5 Chrysler Group LLC Detroit 591
5 Chevrolet Cruze Misunderstanding 591
8 Volkswagen Beetle Black Beetle 590
8 BMW AG Designed In America 590
10 Chevrolet Silverado Tommy 582
*Definition: 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 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc.

Chrysler Eminem Super Bowl Commercial – Imported From Detroit (This is the Motor City, and This is What We Do.)

Chevrolet Camaro Super Bowl Commercial – Miss Evelyn’s Wild Ride

Volkswagen Passat Super Bowl Commercial – The Force

Chevrolet Cruze Super Bowl Commercial – Status

Volkswagen Beetle Bug Super Bowl Commercial – Black Beetle

Kia Optima Super Bowl Commercial – One Epic Ride


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