With this ad, Pepsi and BBDO won USA Today's annual Super Bowl Ad Meter in 1994, kicking off a run that would last through four more games.
The Ad Meter has long been the subject of mixed emotions by creatives and marketers. Almost everybody wants to win it, but simultaneously they note that it measures only viewers' enjoyment, not lift in purchase consideration, brand awareness or other metrics that really matter. It's also typically the work of a small group of volunteers, in 1994 a group of 60 people in Jacksonville, Fla.
"The Pepsi ad won first place with a 9.34 out of 10.0 rating," USA Today noted in a press release after Super Bowl XXVIII, "the highest score in Admeter history." It so doing, it surpassed the record set a year earlier by McDonald's with "The Showdown," which scored 9.0.
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