Infiniti’s fun take on a driving test lands at the top of the latest weekly Most Engaging Auto Ads rankings, powered for WardsAuto by iSpot.tv.
The spot features a teenage girl who effortlessly navigates the Q50S around an obstacle course, much to the surprise of her instructor, who’s left speechless by the time she whips into a parallel parking space to complete the test. With more than 165.9 million impressions, this was the most-watched ad last week.
Toyota’s commercial for the ’18 C-HR – a flirtatious take on the gingerbread man fairy tale, complete with a red-haired driver and a stiletto-clad seductress – slips from first to second place.
Subaru celebrates nostalgia with its third-place spot for the ’16 Forester that tugs at the heartstrings. A father, cleaning out the family’s old Subaru before giving it to his daughter, basks in the memories made with the vehicle over the years.
Toyota shows up again at No.4 with an ad urging buyers to “explore, dream, discover” with the ’17 Corolla, whether that means making music, following sheep through a forest or speeding along a city block. And Toyota’s luxury arm, Lexus, finishes out the ranking with a commercial for the ’17 ES 350, a car the brand calls “your daily retreat.” The ad fell from second place in the previous week’s ranking.
1. Infiniti: Spring Event: Driving Test
165,916,299 Impressions, 95.61 Attention Score, $1,826,045 Est. TV Spend
2. Toyota: Gingerbread Man
133,023,239 Impressions, 88.08 Attention Score, $3,060,142 Est. TV Spend
3. Subaru: Making Memories
128,617,414 Impressions, 94.49 Attention Score, $2,069,632 Est. TV Spend
4. Toyota: Bowlines
127,573,369 Impressions, 89.27 Attention Score, $2,972,783 Est. TV Spend
5. Lexus: Daily Retreat: July Offer
125,648,392 Impressions, 89.64 Attention Score, $2,813,352 Est. TV Spend
TV Impressions - Total TV ad impressions delivered for the brand or spot.
Attention Score - Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
Est. National TV Spend - Amount spent on TV airings for the brand’s spots.