Kantar Announces 2018 Top 20 Best Liked Ads

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Kantar Announces 2018 Top 20 Best Liked Ads

Kantar’s Best Liked Ads list celebrates South Africa’s favourite TV ads. These are the ads that have been rated as the best liked by the South African audience, who Kantar believes to be the most important critic – the people who ultimately choose to buy your brand or not.

So who is getting it right? 

Nando’s distinctive creative approach takes a light-hearted jab at life in South Africa, giving us occasion to laugh at ourselves. It’s this unique creative style and the way that Nando’s risks it all – walking a fine line between appropriate and inappropriate – that has landed the ‘We can fix our S#*t’ ad in first place. It is a great example of understanding and engaging the South African consumer. Nando’s ranked #6 in the 2018 BrandZ Top 30 Most Valuable South African Brands report.

Number 2 is Nike’s ad ‘Just do it: Caster Semenya’ that also won a bronze Glass Lion at the recent Cannes Festival of Creativity. The ad is hugely emotional and tells an engaging story that creates a strong, emotional and meaningful impression in consumers’ minds. Purposeful advertising at its best, the ad sparks further debate on inclusion and equality, putting #FairnessFirst squarely in the spotlight. The ad reflects on the controversy surrounding Semenya, but shows that none of it is going to stop her: ‘That’s too bad,’ said Semenya of her dubious critics, ‘because I was born to do this’, inspiring consumers to ‘just do it’ too. 

Number 3 is Bernini’s ‘Press for sparkle’ ad by Singh & Sons. The champagne flute (also recently used by Appletiser in their ad), creates an aspirational feel – playing in the emotive territory of the girl’s night out, setting a beautiful, glamourous and luxurious backdrop for their drink. 

Full list of all the winners

RANK AD CREATIVE AGENCY
1 Nando’s “We can fix our S#*t” M&C Saatchi Abel
2 Nike “Just do it: Caster Semenya” Wieden + Kennedy Amsterdam
3 Bernini “Press for sparkle” Singh & Sons
4 Debonairs Pizza “Big Nyana” FCB Joburg
5 Steers “Phanda ribster meal” McCann1886
6 Protex bar soap “Hands together” Red Fuse Communications
7 Kia Sportage 4×4 “The Harrisons” Old Friends Young Talent
8 VW Polo “Red flashy thing” Ogilvy Cape Town
9 Mrs Balls Chutney “Everybody loves Mrs” FCB Joburg
10 Shoprite “Hustle” 99c
11 Old Mutual “The time is now” Publicis Communication
12 Domestos “Geneva” (Ad not currently available online) Mullen Lowe South Africa
13 KFC “Travellator” Ogilvy Johannesburg
14 KFC “Keep rolling” Ogilvy Cape Town
15 KFC “Stop it! I like it” Ogilvy Johannesburg
16 ClearScore “Get your money sorted” Big Rock Media
17 ACC 200 Tablets “Sick of the snotties” LeftRight Advertising
18 Voltaren Emulgel “Linesman” Saatchi & Saatchi
19 Assupol Funeral Plan “Red light” M&M Pictures
20 Sanlam Wealthsmiths “Bright idea” King James

KANTAR MILLWARDBROWN 
www.millwardbrown.com