These are the 20 best adverts in South Africa

Global media research agency Millward Brown has released its ranking of the top 20 most liked adverts in South Africa in 2015.

Millward Brown’s Best Liked Ads have been celebrating South Africa’s favourite TV commercials since 1984, and defines its ranking as adverts that have been rated as the most liked by South African audiences.

The list is determined through the group’s proprietary advertising testing system, which has evaluated the impact and liking of all brand advertising in South Africa for over 30 years.

The group’s database stands at over 90,000 TV adverts tested, and more than 1.2 million interviews conducted, making this database one of the largest of its kind in the world.

Looking at the 2015 winners, there was a combination of humour, nostalgia, and babies and kids dominating, with many of the ads having a very distinct South African flavour.

“You have to strike an emotional chord that resonates with the target consumer,” said Natalie Otte, Head of Millward Brown South Africa

“And clearly great creative with a local focus is doing just this! Many of the ads tell a story reflecting the brand’s purpose beyond just functionality.”

Vodacom’s Summer 2015 “Wedding” ad was ranked as the most liked advert in the country.

It features a pastor’s rush to get to a wedding on time, ultimately having to rely on the Vodacom network to conduct the wedding remotely.

These are the top 20 adverts in South Africa:

1. Vodacom – Wedding
Ogilvy & Mather Johannesburg

2. Telkom – The Works for Business
DDB South Africa

3. KFC – Mama
Ogilvy & Mather Johannesburg

KFC “Mama” Director’s Cut from Darling on Vimeo.

4. Rama Margarine – Crush
Mullen Lowe Johannesburg

5. Coca Cola – Share a Feeling, Share a Coke
FCB Johannesburg

6. Telkom – Summer Unlimited
DDB South Africa

7. Toyota Aygo – Make your Mark in the all new Aygo
FCB Johannesburg

8. KOO – Beating the Best
FCB Johannesburg

9. Spur – The Main Attraction
The Haas Collective

10. Capitec Bank – Be in Control
Capitec Studio In-House

11. Ultramel Custard – Taste of Sunday

12. Savlon – The Freedom to Explore
J Walter Thompson Cape Town

13. Dettol Soap – Worry Less Love More
Havas Worldwide Johannesburg

Dettol ad

14. KFC – Emzini Wezinsizwa
Ogilvy & Mather Johannesburg

15. Coca Cola – Distance
McCann Madrid

16. Nestle Bar One – “Fire Fighter” The Awesome & The Energy

17. Sunfoil Oil – The Neighbours
Y&R Durban

18. Coca Cola – Billion reasons to believe
Ogilvy Africa

19. J&J – Johnsons Soap & Jelly

20. Cremora – Derby
Publicis Machine

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These are the 20 best adverts in South Africa