Kantar Millward Brown announces South Africa’s Top 10 Best Liked Ads for Q3 and Q4 2016

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. Humour tops the list once again, but it is very relevant and subtle humour weaved into a well told story that makes these ads so engaging.
Kantar Millward Brown announces South Africa's Top 10 Best Liked Ads for Q3 and Q4 2016

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.

#1 AD Q3 2016 #1 AD Q4 2016
Debonairs Pizza: Gogo Crammed Crust Ɩ FCB Joburg Vodacom: Play Every Day Ɩ Ogilvy & Mather Johannesburg


1 Debonairs: Gogo Crammed Crust FCB Joburg
2 Pampers: Pampers Pants, Great Fit Saatchi & Saatchi Brands Rock
3 Hunter’s Extreme #GOBOLD 140BBDO
4 Coca-Cola: Magician FCB Joburg
5 Hunter’s: Bring the Heat 140BBDO
6 Nandos: It’s a Wing–Wing Situation M&C Saatchi Abel
7 Nike: Unlimited Ashton Eaton Wieden & Kennedy
8 Checkers: Steakhouse Classic – SA Chefs Association 99cents
9 Ford Ranger – Early Days GTB Argentina
10 Dairymaid Country Fresh: Double Creamy House of Brave
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1 Vodacom: Play Every Day Ogilvy & Mather Johannesburg
2 Ford Ranger: The Science of Tough Combo GTB Asia Pacific
3 Pampers: Active Baby Dry, Driest Diapers Saatchi & Saatchi Brands Rock
4 Adidas: Sport Needs Creators 72andSunny
5 Simba Chips: Mapha 2.0 – Wena Wedwa Net#work BBDO
6 DStv Compact: Thola iHappy Ogilvy & Mather Johannesburg
7 Sta-Soft: Aromatherapy Y & R
8 Pick n Pay: Brand Match – Spy Guy King James
9 Pick n Pay: Brand Match – Google Maps Guy King James
10 Fitbit Charge 2: Big Day Agronaut


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 [email protected].