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Kantar Millward Brown announces South Africa's Top 10 Best Liked Ads for Q1 & Q2 2018

Kantar Millward Brown's Best Liked Ads list celebrates South Africa's favourite TV commercials. These are the ads that have been rated as the best 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.
The brands in the latest ranking reflect “a day in the life” of our consumers, they are all very relevant and easy to relate to, with some great South African humour coming through, showing that local is lekker, connecting with the consumer on an emotional level.

We’re seeing a clear creative competition going on between the fast food brands, Nando’s, Chicken Licken and KFC. What’s so great about some of the approaches from Nando’s and Chicken Licken is that they have engaged their consumers with strong story-telling, focusing less about the brand’s functional / tactical and practical information / price points. Make no mistake, South Africans love to hear about the functional messages from a brand – but these ads are great examples of how to create a strong, emotional and meaningful impressions in our consumers’ minds.

South African’s have become accustomed to Nando’s creative approach that takes a poke at life in South Africa and makes us laugh at ourselves (we need that). It’s this creative style and the way that Nando’s risks it all walking a fine line between appropriate and inappropriate - that has landed this ad in first place. A great example of understanding and engaging our South African consumers.

We also see quite a few car brands for a change, and a couple of global agencies highlighting the ads ability to cross borders and still engage in another market.

#1 AD Q1 2018 #1 AD Q2 2018
Nando’s: We can fix our S#*t | MC Saatchi Abel
KFC: Travellator | Ogilvy Johannesburg




RANKBEST LIKED AD | Q1 2018CREATIVE AGENCY
1Nando’s “We can fix our S#*t”M&C Saatchi Abel
2Kia Sportage 4x4 “The Harrisons”Old Friends Young Talent
3VW Polo “Red flashy thing”Ogilvy Cape Town
4Oreo Biscuits “Oreo dunk challenge – Shaquille O’Neal’s acrobat skills”The Martin Agency
5Samsung Galaxy S9 “The camera. Reimagined”72andSunny
6VW Polo Vivo “Share the ride”Ogilvy Cape Town
7Cadbury Dairy Milk Bubbly “Elevator”Ogilvy Johannesburg
8Sunlight liquid “Tough on plastic”Mullen Lowe London
9Huggies Nappy “The world’s first baby marathon”Ogilvy Johannesburg
10Shield for men deodorant “Moses”Gorilla





RANKBEST LIKED AD | Q2 2018CREATIVE AGENCY
1KFC “Travellator”Ogilvy Johannesburg
2KFC “Stop it! I like it”Ogilvy Johannesburg
3ClearScore “Get your money sorted”Big Rock Media
4ACC 200 Tablets “Sick of the snotties”LeftRight Advertising
5Voltaren Emulgel “Linesman”Saatchi & Saatchi
6Assupol Funeral Plan “Red light”M&M Pictures
7Sanlam Wealthsmiths “Bright idea”King James
8Colgate Total Toothpaste “Totally ready”Redfuse Paris
9Nescafe Gold “Soul of the bean”Publicis Communications Johannesburg
10Chicken Licken “Sbu 2.0”Joe Public





To view all the ads, click here for Q1 2018 [PDF] and here for Q2 2018 [PDF].

Adtrack™ is Kantar Millward Brown's proprietary advertising testing system, evaluating the impact and liking of all brand advertising in South Africa for over 30 years. The resultant database stands at over 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. Find out what Adtrack can do for you! Contact

Kantar Millward Brown's press office

Kantar Millward Brown
Kantar Millward Brown is the world's leading expert in helping clients grow great brands. We are constantly analysing, understanding and interpreting the world around us. We make a meaningful impact on our clients' businesses by using our insight and knowledge to help build brand value and drive marketing efficiency.
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