Advertising Winner Doesn’t Go It Alone
AdAge posted the past month’s Top 10 Most-Liked and Most-Recalled Ads. (Open the link in another tab to see the lists I’m talking about—can’t show the content here. Sorry!)
Interesting that the top three “Liked” spots are occupied by ads that cross promote or tap into another brand presence: Target-Lost, Aflac-Toy Story, and McDonald’s-Shrek.
The list of ten most-recalled ads, interestingly enough, doesn’t overlap all that much with the “liked” spots, but note that again, four of the top five spots take advantage of another media presence (three Target-Lost ads and the Pantene-Stacy London spot which, although it doesn’t mention “What Not To Wear” directly, clearly draws on her fame from that show).
I’d say the winner this month is Target—which, if you know me, you know makes me happy. Lurve Target.
But the lesson is just how powerful the result can be if you (cleverly) tap into current trends and popular properties.
And also: how funny are the ad summaries? “Man wrestles with children at summer barbecue, then runs to grill and eats sausage.”
