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.

In many ways Commercial B is a conceptual opposite of Commercial A. Instead of using a visual demonstration to drive home distinguishing attributes of the car like Commercial A does, Commercial B uses images, music and few words to tap into the emotional reasons that people buy cars. Commercial B is actually stronger than Commercial A in conveying a sense of the car being fun to drive. However, the commercial has a very weak signature. The car is not distinguishable from other makes in the various visuals, and the only clear identification of the manufacturer comes briefly at the end. This can be a highly effective form of communication with some people, usually a relatively narrow part of the target audience. To increase the effectiveness of this commercial among more people, it probably needs some combination of the following: better identification of the advertiser (without tainting the emotional appeal), a stronger play on the emotions, or a better balance between the emotional connection the commercial makes and the feature/benefit information that is important in influencing brand attitudes for most people.