Ads that broke through
Within each age cohort, some ads showed clear effectiveness. The “goodness of fit” between the brand and the message likely make it easier to connect with consumers and grab attention.
Gen Z & Millennials: Dove – and to a certain extent Colgate and Patagonia – are better able to engage these younger viewers.
Gen X: More ads break through and engage for this group, including Toyota, Hiring Chain, Dove, Seventh Generation, H&M, Fed Ex, Patagonia, and Soda Stream.
Boomers: Hiring Chain, CleanCut, Seventh Generation, H&M, and Starbucks stand out amongst Boomers in their ability to break through.