Top 10 Holiday Ads of 2012

Beleaguered Brands Shine This Season

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Some of the most beleaguered brands in the country shined this holiday season.

Ads from brands such Sears, JC Penney and USPS managed to win over consumers this year with a blend of detailed product information and humor, ranking on Ace Metrix' top holiday ads list.

Craftsman, which is owned by Sears, was ranked the best ad of the holiday season -- a huge win for the beleaguered chain. The winning ad, "Max Access Locking Wrench," was heavy on product information, resembling a direct-response ad. JC Penney, meanwhile, continues to reap the benefits of its association with Ellen DeGeneres. The spot, a humorous conversation between the talk-show host and Santa's elves helped JC Penney rank as the fourth-highest-scoring ad of the holiday season.

Rounding out this year's list are marketers like Duracell, Old Navy, Philadelphia Cream Cheese and Pizza Hut representing a wide range of categories. Noticeably absent are marketers known for their feel-good campaigns, such as Coca-Cola and Macy's , as well as technology companies. In years past, Best Buy and Apple have both had well-received holiday ads.

Top 10 Holiday Ads of 2012

(From left: marketer, ad, agency)

1. Sears, Craftsman: "Maximum Versatility," Y&R

2. USPS: "Extra Pair of Hands," DraftFCB

3. Duracell: "Toys for Tots," Acme Idea Co.

4. JC Penney: "Spirit of Giving," Mother

5. Hallmark: "Christmas Memories," Leo Burnett

6. Hallmark: "Just Tell Me," Leo Burnett

7. Old Navy: "Colorful Christmas," Crispin, Porter & Bogusky

8. Philadelphia Cream Cheese: "Holiday Favorite," McGarryBowen

9. Target : "Dream Big Magic," 72andSunny

10. Pizza Hut: "Big vs. Huge ," The Martin Agency

View all the ads here.

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