VODACOM’s baby television commercial‚ in which a baby cries every time his parents’ smartphone loses signal from a children’s TV channel‚ was named on Tuesday as South Africa’s best-liked advertisement of last year.
It narrowly beat Coca-Cola’s Bobby advert‚ in which a dog goes in search of a Coke can or bottle bearing his name.
The two ads topped the annual best-liked ads table compiled by global market research agency Millward Brown.
The agency used its Adtrack system to test more than 2000 new ads last year‚ showing each of them to consumer panels of 400 individuals.
This is the 30th anniversary of the best-liked ads table.
Millward Brown Africa managing director Charles Foster said humour‚ simplicity and catchy music were the common thread among nearly all winners since 1984. These have included the iconic “It’s not inside‚ it’s on top” Cremora powdered-milk advert and the Sasol “glug-glug” one in which a child’s model car takes off at high speed after “filling up” at a toy pump.
The Sasol ad holds the highest “liking” score yet recorded.
Vodacom and Coke have each won the competition three times.
Millward Brown has tested about 90000 TV ads since 1984.
Adtrack director Claire Herman said it was hard to predict what would grab consumer attention. This was because research had shown that‚ typically‚ five seconds of a 30-second TV ad were responsible for 45% of consumer recall. The other 25 seconds were background.
FCB South Africa group chief executive Brett Morris said commercials which evoked an emotional response from consumers were more likely to make them buy the product. The FCB communications group owns the Johannesburg agency that produced Coca-Cola’s Bobby ad.
Philip Ireland‚ chief creative officer of winning agency Ireland/Davenport‚ said the success of Vodacom’s Baby ad lay in its ability to engage viewers.
“The story is true to life‚ not smart arse,” he said.
Two Ireland/Davenport Vodacom ads made the top 20. The other featured Errol‚ the nagged husband whose wife pursues him cross-country via his cellphone.
The best-liked ads table includes three from Vodacom. The other was made by FCB Johannesburg‚ which held the account for 19 years before Ireland/Davenport won it last year.
The third-placed ad also contained humour‚ in the story of Eugene who dreams of owning his own home and coffee shop with the support of Nedbank. It was the work of agency Joe Public. — BDLive
Vodacom baby ad most liked
It narrowly beat Coca-Cola’s Bobby advert‚ in which a dog goes in search of a Coke can or bottle bearing his name.
The two ads topped the annual best-liked ads table compiled by global market research agency Millward Brown.
The agency used its Adtrack system to test more than 2000 new ads last year‚ showing each of them to consumer panels of 400 individuals.
This is the 30th anniversary of the best-liked ads table.
Millward Brown Africa managing director Charles Foster said humour‚ simplicity and catchy music were the common thread among nearly all winners since 1984. These have included the iconic “It’s not inside‚ it’s on top” Cremora powdered-milk advert and the Sasol “glug-glug” one in which a child’s model car takes off at high speed after “filling up” at a toy pump.
The Sasol ad holds the highest “liking” score yet recorded.
Vodacom and Coke have each won the competition three times.
Millward Brown has tested about 90000 TV ads since 1984.
Adtrack director Claire Herman said it was hard to predict what would grab consumer attention. This was because research had shown that‚ typically‚ five seconds of a 30-second TV ad were responsible for 45% of consumer recall. The other 25 seconds were background.
FCB South Africa group chief executive Brett Morris said commercials which evoked an emotional response from consumers were more likely to make them buy the product. The FCB communications group owns the Johannesburg agency that produced Coca-Cola’s Bobby ad.
Philip Ireland‚ chief creative officer of winning agency Ireland/Davenport‚ said the success of Vodacom’s Baby ad lay in its ability to engage viewers.
“The story is true to life‚ not smart arse,” he said.
Two Ireland/Davenport Vodacom ads made the top 20. The other featured Errol‚ the nagged husband whose wife pursues him cross-country via his cellphone.
The best-liked ads table includes three from Vodacom. The other was made by FCB Johannesburg‚ which held the account for 19 years before Ireland/Davenport won it last year.
The third-placed ad also contained humour‚ in the story of Eugene who dreams of owning his own home and coffee shop with the support of Nedbank. It was the work of agency Joe Public. — BDLive
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