The uncomfortable truth is that people generally don’t care about brands or ads, so their brains filter them out. Ads which engage people creatively and emotionally tend to work better because they’re working with the brain, and we’re seeing quite a few ads on this list that do just that. People feel first and think second, so ads which take an emotional route have a better chance of breaking through the brain’s filters. WE also know that ads that use storytelling are more involving, more noticeable and more memorable. But, they also need to have strong integration of brand throughout the storyline, in order to land these impressions in the name of the brand.
Read more about the five principles for creating great ads and driving brand growth in our latest report, Make a Lasting Impression.
| #1 AD Q3 2016 | | #1 AD Q4 2016 |
| Debonairs Pizza: Gogo Crammed Crust Ɩ FCB Joburg | | Vodacom: Play Every Day Ɩ Ogilvy & Mather Johannesburg |
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Click here to view all the ads for Q3 & Q4 2016.
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. For more info on what Adtrack can do for you, contact moc.nworbdrawllim@ewahs.ellezil.
