Advertising barriers fall
Greater agreement between races on likeable ads
EVIDENCE FROM Adtrack’s ranking of the best-liked TV commercials of 2006 suggests the advertising chasm between races and language groups is dwindling away.
“It could be regarded as a milestone that the absolute liking differences between the markets are, for the first time, relatively small,” says Millward Brown MD Charles Foster. “The scores have never before been so integrated, confirming that South Africans’ views on advertising are converging. It could truly now be said that consumers’ single best-liked advert in 2006 was the Yellow Pages ‘Chain Reaction’ advert.
“Another growing trend, indicative of the convergence of SA society, is the number of adverts that feature people of all races in an integrated setting.”
Adtrack is a tracking service owned by media research company Millward Brown SA.
The list for the more affluent end of the market is headed by Vodacom’s Leeuloop commercial (created by FCB) and among lower LSMs by the Yellow Pages ‘Chain Reaction’ execution, created by The Agency. Leeuloop shows singer Robbie Wessels singing a suggestive but catchy Afrikaans song that’s become an anthem of rugby fans. In Chain Reaction, a chain of disasters is used to highlight the services available in the Yellow Pages.
The unusual Leeuloop commercial – produced exclusively for the Afrikaans market – is the best liked of three Vodacom adverts that feature in both the upper and lower LSM markets. Leeuloop’s chart-topping status may in part be a function of the controversy generated by the advert. “But interestingly, although there was a slight bias towards Afrikaans speakers, English home language speakers also liked the advert at well above average levels.”
Other Vodacom adverts performing among the top 1% of adverts measured in 2006 were “Mo’s girlfriend” and the latest “George” campaign featuring George mixing his catch phrases. “The strong music theme for Vodacom came through in the lower LSM markets with the “Dance King” ad featuring the universally loved ‘Can’t touch this’ song by MC Hammer,” says Foster.
FCB retains its leadership of the advertising likeability stakes. The group, SA’s biggest, created seven of the 20 best-liked ads in the two consumer categories.
Others among the increasing numbers of adverts rated highly in both markets were Coca-Cola’s “Vending machine” execution & Kimberley Clark’s Baby Soft Toilet Tissue “Toy Puppies” adverts.
But there’s the usual quota of adverts with animals and babies, says Foster. “These often seem to help adverts generate high liking scores in both markets. The old stereotypes still work across the board.”
*Adtrack liking scores are based on a rating out of ten of all measured adverts that achieved in excess of normative noting levels. Last year almost 2 000 adverts were measured. Adtrack has measured more than 30 000 TV adverts in 22 years.