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