Our client, MyMms.com, ranked #3 as the most effective television ad running in Q1 2011. The 'Ace Score' measures TV creative effectiveness based on persuasion and 'watchability' measures. Also in the study it was revealed that just 12% of ads in 2010 that used celebrities achieved more than a 10% performance lift over industry averages for their product categories. Use of celebrities continues to be hit or miss...mostly miss notes the study (source: Ace Metrix Q1 2011). Also noted in the study: Personalized M&Ms are really tasty.