By Kantar Millward Brown
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.
In number one spot is the Samsung ad, Sister. The ad tells a universal story that can connect with viewers from around the world. Instead of leaning into technical jargon to highlight the phone’s innovations, the team from Leo Burnett in Chicago focused on a central narrative that weaves through the ads with touching and familiar stories, where the functional benefits of the device create purposeful and emotional experiences.
Coming in at number two is the Play Every Day ad from Vodacom, the only telecoms company in the top 20. The ad by Ogilvy Johannesburg also utilises storytelling laced with humour, a traditional ingredient for engagement that prevails in more than half the ads.
“We are honoured to receive another accolade from Kantar Millward Brown and have our work recognised as one of South Africa’s Top 20 Best Liked Ads of 2016. The success of Vodacom Play Every Day continues to exceed our expectations. Its resonance with the people of South Africa shows that our approach of creating personable, playful and proudly South African ads is a winning formula,” Nyimpini Mabunda, chief officer of Consumer Business at Vodacom, says.
Play Every Day has created three new millionaires. It was played more than 500 million times by 16 million people, with 80 million voice and data bundles allocated up to 31 January 2017.”
The Samsung Galaxy S7 Sink advertisement campaign by Leo Burnett Chicago was ranked sixteenth on the list.