Atlanta, GA, Dec. 3, 2002--DuPont Stainmaster’s crying baby commercial was recently rated seventh in the Top Ten Most Effective Ads by Intermedia Advertising Group during the weeks of September 16, 23 and 29, influencing television audiences two times more than the average commercial.
Intermedia’s Top Ten list is ranked by viewers’ ability to recall ads and
their associated products and brands. The recall score is the percentage of
television viewers who, within 24 hours of airing, are able to remember the brand they saw during normal TV viewing hours. Scores are indexed against the mean score for all ads during this time period to create the recall index; 100 being the average. DuPont Stainmaster earned a recall index of 200, proving the ad to be two times as effective as the average commercial.
“The results from television audiences affirm that DuPont Stainmaster’s
branding strategy is reaching consumers,” said Gary Johnston, global brand manager. “This commercial creatively illustrates how DuPont Tactesse, a new fiber with a natural look and feel, offers a dimension of elegance to the ease of care people have come to expect from DuPont Stainmaster carpet.”
The commercial was produced by BBDO, a worldwide advertising agency, and released in February. It presents a father trying unsuccessfully to quiet his crying child. The inconsolable baby is instantly quieted when placed on DuPont Stainmaster carpet with Tactesse.
