Collage Group
  • Coronavirus
  • Audiences
    • Asian Market Research
    • Black Consumer Research
    • Hispanic Market Research
    • Multicultural Market Research
    • Gen Z Market Research
    • LGBTQ Market Research
    • Multicultural Moms Market Research
    • Women’s Market Research
    • Millennial Market Research
    • New Wave Market Research
  • Products
    • Consumer Research Platforms
      • Category Essentials
    • Consumer Research Data and Tools
    • Cultural Fluency Roadmap
    • Custom Market Research
    • Instant Insights
    • CultureRate:Ad
    • CultureRate:Brand
  • Viewpoint
    • Register for Webinars
    • Webinar Playback
    • Read Our Blog
    • Subscribe to Stay Informed
  • About Collage
    • Who We Are
    • Why Culture Matters
    • The Science of Culture
    • Why Collage Group
    • Press
  • Log In
  • Contact Us
  • Search
  • Linkedin

Download a free sample of the research.

Your free download contains facial tracking highlights of the Bumble and Toyota ads.  The full 36 page report and 1200 word blog post available to members contains an overview of the emotional strategies our research has identified, provides a detailed analysis of the drivers of positive response to ads by each demographic, and quantifies how polarizing the ads were.

Serena and Toni Battle it Out for Bumble and Toyota

We’ve been busy the past two weeks delivering AdRate analyses of pre-released Super Bowl LIII ads. From Coke & Pepsi to alcoholic beverages to snack foods, our research has dug into what worked and what didn’t for a nationally-representative sample of American consumers (n = 3068).

For a refresher on the basics of Groundswell and Backlash, click here. But now, we’d like to present three buckets of “big learnings” from our analysis:

  1. Emotional Strategy
  2. Polarization
  3. Purchase Intent

In the text below and attached files, we walk through these learnings using Bumble and Toyota’s Super Bowl spots as illustrations. But before our summary, here are the ads:

Bumble hopes your relationship score starts at love-love

https://members.collagegroup.com/wp-content/uploads/2019/02/Bumble.mp4

Bumble’s 30-second ad features tennis giant Serena Williams, whose success story has also served well in recent Nike campaigns. The creative team behind the ad was also predominantly female, only reinforcing the message of female empowerment in modern relationships.

Toyota explores a road never before taken

https://members.collagegroup.com/wp-content/uploads/2019/02/Toyota.mp4

Toyota’s minute-long spot features Antoinette “Toni” Harris, the first woman to ever receive a full ride football scholarship for a non-specialist position (and the second woman ever to receive an American football scholarship, to boot). Toyota employed a dedicated multicultural creative agency for this spot, so we were interested in seeing how their execution drove responses across segments.

Want to learn more? Download an excerpt or request a demo.

Don’t fall behind! Our members have full access to this detailed 1200 word report and the comprehensive 36-page presentation.

Share This Post

  • Share on Facebook
  • Share on Twitter
  • Share on Linkedin
  • Share by Mail

Recent Posts

  • LGBTQ+ & Gender Program Launch: Spotlight on Women
  • Measuring the Cultural Fluency of Ads: Subaru
  • Insights for Authentic Black Representation: Panel Discussion
  • Measuring the Cultural Fluency of Ads: Dunkin’
  • Four Group Traits That Best Characterize Black Consumers

Categories

  • Collage
  • Multicultural
  • Hispanic
  • African American
  • Asian
  • Gen-Z
  • Millennial
  • Uncategorized

Market Research

Asian Market Research

Black Consumer Research

Hispanic Market Research

Gen Z Market Research

LBGTQ+ Market Research

Multicultural Moms Market Research

Women’s Market Research

Millennial Market Research

New Wave Market Research

Products & Services

Consumer Research Platforms

Category Essentials

Consumer Research Data & Tools

Cultural Fluency Roadmap

Custom Market Research

Instant Insights

CultureRate:Ad

CultureRate:Brand

About Collage

Who We Are

Why Culture Matters

The Science of Culture

Why Collage Group

Press

Viewpoint

Register for Webinars

Webinar Playback

Read the Blog

Subscribe to Stay Informed  

 

Where To Find Us 

4550 Montgomery Avenue 

Bethesda, Maryland, 20814

(240) 482-8260

Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC). 

©2021 Collage Group
  • Terms & Conditions
  • Privacy Policy
Your Spots, Shot by Shot: An CultureRate:Ad analysis of 2019 Super Bowl Alcoholic... Must-Have for Marketers: The Essentials of Multicultural and Generational M...
Scroll to top