Vodacom’s ‘Baby’ ad was South Africa’s Best Liked Ad of 2013, according to Millward Brown’s annual list of South Africa’s top television ads. Coca-Cola’s ‘Share a Coke with Bobby’ came in second, while Nedbank’s ‘Savvy Life’ (Eugene ‘want it’) notched third place.
Millward Brown’s annual Best Liked Ads celebrates South African TV commercials based on the ad that have been rated most liked by local audiences. The ads are tracked by the company’s Adtrack proprietary software. The 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.
Millward Brown said the 20 Best Liked Ads of 2013 were dominated by the technology and fast food categories, with an underlying theme of local humour, highlighting once again that advertising and entertainment are inextricably linked.
FCB South Africa emerged as the best performing creative agency with four ads in the top 20. They are They are:Coca-Cola South Africa: Share a Coke with Bobby (2); Tiger Brands: Oreo Cookie (5); Wimpy: Bear (5); and Vodacom: Soccer Chiefs (16).
Announcing the news to the group, FCB South Africa CEO, Brett Morris, said that to be in the top 20 at all is quite an achievement but to have campaigns at placing 2nd, 5th, 8th and 16th is truly outstanding.
“FCB Johannesburg’s performance on the 2013 Adtrack Best Liked Ads List outstrips that of any agency in South Africa, and is a remarkable achievement when you consider that more than 2 000 new commercials were launched in the year. Well done to all involved. You guys simply rock!” said the agency’s CEO, Brett Morris.
He said to be in the top 20 was already an achievement, but to have four campaigns on the list was “truly outstanding”.
Managing director of FCB Johannesburg, Alistair Mokoena, said the agency’s creative teams, under the guidance of executive creative director, Jonathan Deeb, were “firing on all cylinders”.
“Their creativity, passion and dedication, are evident for all to see and I am over the moon that they have been recognised in this way,” he said.
Joe Public had three ads in the top 20 with Nedbank’s Savvy Life (Eugene ‘want it’) in third place, and Nedbank’s Savvy Approve It take the seventh slot. Steers Tiny Burgers made it to 13 on the list.
Ogilvy Mather Johannesburg also had three in the top 20, with KFC’s Double Down in ninth place, Huggies gold boys and girls making number 10 and another KFC ad, AM Breakfast, coming in at 18.
Ireland/Davenport topped and tailed the top 20 with Vodacom Baby in first place overall, and Vodacom ‘Errol’ at 20. And MTN’s agency, Metropolitan Republic, took 11th and 12th spots with ‘Ricardo’ and ‘Mahala is Back respectively.