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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 |
| RANK | AD | Q3 2016 | CREATIVE AGENCY |
| 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 |
| RANK | AD | Q4 2016 | CREATIVE AGENCY |
| 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].
