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The top 20 Best Liked Ads for 2013

Millward Brown's Best Liked Ads list celebrates South Africa's favourite TV commercials. These are the ads that have been rated as the most liked by the South African audience, whom we believe to be the most important critic, the person who ultimately chooses to buy your brand or not.

1Vodacom - BabyIreland/Davenport
2Coca Cola - Share A Coke With Bobby Draftfcb
3Nedbank - Savvy Life (Eugene 'want it')Joe Public
4Isuzu - Fire FightersAdmakers International
5Oreo Cookie - South African Oreo PrincessDraftfcb
6Capitec Bank - Paperless BankingNinety9cents
7Nedbank - Savvy Approve It (Eugene Online Banking)Joe Public
8Wimpy - PuppetDraftfcb
9KFC - Double Down, Man 1: Battling With WordsOgilvy & Mather Johannesburg
10Huggies Gold - Girls and BoysOgilvy & Mather Johannesburg
11MTN - RicardoMetropolitanRepublic
12MTN - Mahala Is Back! Bigger And Better Mahala For YouMetropolitanRepublic
13Steers - Tiny BurgersJoe Public
14King Pie - Mini PieRed Rocket
15Blackberry - Z10, Keep MovingAMV BBDO
16Vodacom - Soccer ChiefsDraftfcb
17Samsung - Galaxy S4, TranslateCheil
18KFC - AM BreakfastOgilvy & Mather Johannesburg
19Nando's - Fire it upBlack River
20Vodacom - ErrolIreland/Davenport

The top 20 ads of 2013 are dominated by the technology and fast food categories, with an underlying theme of local humour - advertising and entertainment are inextricably linked. People respond more positively to advertising they like and consider exciting, particularly in terms of brand-linked memorability and impact. The worst emotional reaction that an ad can evoke is indifference. If people say they are unimpressed by an ad then it is highly unlikely to do anything for the advertised brand.

Our study finds that the winning ads scored high on enjoyment, involvement and positive emotions. Great creative has long been at the heart of successful advertising, and good creativity helps grab attention, connects with its audience, makes an ad memorable and easily recalled. It makes a brand seem more interesting, helping frame the brand experience. And good Creative makes people pay attention!

Click here to see a PDF of all the ads.

Adtrack™ is Millward Brown's proprietary advertising testing system, evaluating the impact and liking of all brand advertising in South Africa over the last 30 years. The resultant database stands at almost 90,000 TV adverts tested, and more than 1.1 million interviews conducted, making this database one of the largest of its kind in the world.

Posted on 16 Apr 2014 10:21

Millward Brown's press office