|1||Vodacom - Baby||Ireland/Davenport|
|2||Coca Cola - Share A Coke With Bobby|| Draftfcb|
|3||Nedbank - Savvy Life (Eugene 'want it')||Joe Public|
|4||Isuzu - Fire Fighters||Admakers International|
|5||Oreo Cookie - South African Oreo Princess||Draftfcb|
|6||Capitec Bank - Paperless Banking||Ninety9cents|
|7||Nedbank - Savvy Approve It (Eugene Online Banking)||Joe Public|
|8||Wimpy - Puppet||Draftfcb|
|9||KFC - Double Down, Man 1: Battling With Words||Ogilvy & Mather Johannesburg|
|10||Huggies Gold - Girls and Boys||Ogilvy & Mather Johannesburg|
|11||MTN - Ricardo||MetropolitanRepublic|
|12||MTN - Mahala Is Back! Bigger And Better Mahala For You||MetropolitanRepublic|
|13||Steers - Tiny Burgers||Joe Public|
|14||King Pie - Mini Pie||Red Rocket|
|15||Blackberry - Z10, Keep Moving||AMV BBDO|
|16||Vodacom - Soccer Chiefs||Draftfcb|
|17||Samsung - Galaxy S4, Translate||Cheil|
|18||KFC - AM Breakfast||Ogilvy & Mather Johannesburg|
|19||Nando's - Fire it up||Black River|
|20||Vodacom - Errol||Ireland/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.