It’s not every TV commercial that can break through the clutter during the Academy Awards, where several of the spots on this list first aired. You need a unique message, captivating images, a trustworthy spokesperson and an appealing product. Then, there’s always sex, which still sells. Victoria’s Secret has that formula down cold with its stable of supermodels ready to strut their stuff at a moment’s notice. J.C. Penney also touched on the subject in its commercial where one lucky guy rides an elevator full of babes wearing new spring looks. Fowl also were a trend in the new round of spots: AFLAC’s clever film noir spoofs feature a duck, while Nextel’s walkie-talkie campaign stars a flock of emus. Burger King focuses on office politics and Diet Pepsi serves up Jason Biggs, a young actor who no doubt captures a youthful demographic.
Brand recall index: 267
The $10 billion AFLAC is a leading provider of insurance sold on a voluntary basis at work sites in the U.S., as well as the largest foreign insurer in Japan. Its newest TV ad is a spoof on the film noir genre where a woman sees a private investigator — a duck, which is the company’s corporate symbol — out in the rain.
Brand recall index: 231
The Tide StainBrush is a battery-powered brush with an oscillating head that helps Tide Liquid penetrate into stains. In the TV commercial, a wife explains how to pretreat stains with different Tide products.
Brand recall index: 215
The campaign, from Crispin Porter & Bogusky in Miami, involves office politics. One spot takes place in a conference room at lunchtime. A clerk having taken “Have it your way” to the extreme, has ordered a double-meat, double-cheese, extra-ketchup, extra-onion Whopper. He dubs himself the “champion” and performs a strange victory dance.
Brand recall index: 211
J.C. Penney’s campaign, launched during the Academy Awards broadcast, features Dietrich Bader of “The Drew Carey Show” in a predicament most men would envy — riding an elevator full of beautiful women wearing Penney’s fashions. By spot’s end, he’s so preoccupied, he forgets to get off on his floor.
Brand recall index: 201
The latest campaign for the It bra features Heidi Klum, Tyra Banks and other supermodels talking about test-driving the new full-coverage, reinvented bras in stores since March 2. Victoria’s Secret has stuck with its strategy of featuring beautiful girls with knockout bodies in skimpy lingerie, which seems to be working.
Brand recall index: 197
To advertise its Coast-to-Coast Walkie Talkies, which Nextel says is the fastest way to connect with over 13 million walkie-talkie users nationwide on the network, the company produced a commercial where emus are on the loose in New York City and a walkie-talkie lures them.
Brand recall index: 190
In another spot from the new campaign, burgers in a lunch delivery are described in detail. The boss begins to reach for a Whopper, but a junior employee grabs the sandwich first. The boss asks, “Did you copy my burger?” Everybody watches as the young guy freezes before admitting, “Yes.”
Brand recall index: 186
The Oscars introduced a new commercial for Diet Pepsi featuring “American Pie” and “Jersey Girl” star Jason Biggs. The actor, who is seen watching the Academy Awards telecast at a party with some friends, shows award-winning acting ability when he tries to snag the last Diet Pepsi at the party.
Brand recall index: 176
YJ Stinger is an energy drink. Stacker 2 calls itself “the world’s strongest fat burner.” The two have together sponsored racing events such as NASCAR. YJ Stinger features WWE wrestlers such as Eddie Guerrero, who can be seen dancing to salsa music in a YJ Stinger spot.
Brand recall index: 164
Maytag’s Neptune Drying Center combines a tumble dryer with a drying cabinet that gently dries, prevents shrinkage and reduces wrinkles and odors. Its new commercial shows a little girl who can’t find a place to dry her dress because there is clothing hanging all over the house.
SOURCE: IAG, iagr.net, provides insight into the performance of ads, ad campaigns, in-program marketing, individual shows and networks to help marketers maximize the value and impact of their TV buys. Only new campaigns airing from Feb. 16 to 29 were considered. The recall score is the percentage of TV viewers who can recall within 24 hours the brand of an ad they were exposed to during the normal course of viewing TV. These scores are then indexed against the mean score for all ads during the time period.?