Utilising the company’s benchmark star rating system (1-5 Star scale), the ads were each awarded a score to demonstrate their potential impact on market share growth. System1 Group’s findings showed that Microsoft and Jeep led the charge with 5-stars rating.
The Microsoft ad tells Sowers’ story in her own words, with plenty of archive footage, letting the fun side of her personality come across alongside her determination and professional pride.
Coming in second place and beating other automotive brands, Hyundai and Porsche, Jeep scored with its Groundhog Day ad, starring everyone’s favourite, Bill Murray. Taking advantage of the Super Bowl coinciding with Groundhog Day, Jeep cleverly combined celebrity and nostalgia to win over Americans while promoting its 2020 Jeep Gladiator.
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