The first challenge of advertising is to make people pay attention. Funny ads attract attention and kids and pets have that cute factor that draws attention as well. The second challenge for advertisers, and the most important, isn't merely to attract attention, but to hold it and focus it on your brand. The ad must create a virtual magnifying glass that highlights something specific to the brand - some fact, idea or impression - and give it enough emotional charge to become established in the consumer's memory.
Well done to the brands and agencies who made this connection!
| RANK | AD | CREATIVE AGENCY |
| 1 | Coca-Cola - Share A Coke With Bobby | Draftfcb |
| 2 | Oreo Cookie - South African Oreo Princess | Draftfcb |
| 3 | Steers - Tiny Burgers | Joe Public |
| 4 | Danone - Yo-Jelly | Y&R |
| 5 | Capitec Bank - Open From 8am - 5 pm | Ninety9cents |
| 6 | Danone Ultra Mel Custard - Dear Santa | Y&R |
| 7 | Spekko Rice - Spekkoliciously Gooooood | Industry Creative Engineers |
| 8 | Wimpy - Own Your Day | Draftfcb |
| 9 | VW - Crying Baby | Volkswagen South Africa |
| 10 | Savanna Cider - Savanna Dark | Draftfcb |
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