G&R research shows Commercial A to be 2¹/2 times more memorable and 23% more persuasive than Commercial B. The study was conducted among people in the market to buy a new car.

Commercial A is an unusually strong automobile advertisement. Not only does it outperform Commercial B but it is also above the G&R average for all automobile advertising. Its distinctive demonstration of important product attributes, like durability and safety, is imaginative and worth remembering to potential consumers. Considering that it is unusual and not seen before, it tells consumers something new about the car. This enhances attitudes about the car's durability and safety and strengthens how they rate the brand. By running high impact commercials, the advertiser makes its advertising work harder in a very competitive industry and leverages the return on its media investment.