TV ads that cut above the clutter
Latest research on the most effective ads finds that the best make consumers laugh or remember the past, while those that distil a human truth, and the perennial theme of children, also do well for brands
Humour and nostalgia in advertising are the themes that resonate most with SA consumers, according to the latest Kantar Millward Brown survey on the country’s most-liked television commercials. Results for quarters three and four in 2016 also reveal that work by global agencies, after a dry spell, is again finding traction. The global research agency has been polling South Africans for 30 years and its list is determined through a proprietary advertising testing system. A leading creative director notes: "It’s the work that works, and work most brands ask the industry to emulate. While it might not all be creatively brilliant, it’s advertising that is finding voice and moving feet into stores in tough times." There are some familiar agency names on the combined list of 20. FCB Johannesburg has a pedigree in this space, and work for clients Debonairs and Coca-Cola is featured. Ogilvy Johannesburg has two listings for blue-chip clients Vodacom and DStv. The ad for the network provider...
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