Apple’s Cookie Monster/Siri commercial is one of the top 10 ‘Breakthrough ads’

Apple’s TV commercial in which the Cookie Monster uses Siri is one of the top 10 “Breakthrough ads” from the second quarter of 2016, according to Ace Metrix, a company that measures the impact of video advertising. “Likeability” and “attention” are the attributes of the ads on the list.

Gillette’s “This Father’s Day, Go Ask Dad” earned the highest Breakthrough ad of the quarter. The 2:36 digital ad tugged at the heartstrings by having fathers teach their sons skills such as tying a tie and shaving. Viewer verbatim responses used words like “touching,” “heartwarming” and “cry” in abundance when describing the ad. Ads from Procter & Gamble corporate and Unilever’s Dove Skin, in second and third place on the list. The top five list of biggest Breakthrough ads was rounded out by ads from Google and Apple smartphones.

With the exception of Johnsonville and Apple, each ad was described with words like “inspirational,” “heartfelt,” and “uplifting.” Apple’s ad was called “hilarious,” “comical,” and “humorous,” while Johnsonville’s ad was called “funny” and “cute.”