Adtrack™, Kantar's proprietary advertising testing system, has evaluated the impact and liking of all brand advertising in South Africa since 1984. Kantar recently released a retrospective of the ads that have found their way into South Africans hearts and minds, and has analysed what audiences like when it comes to watching TV.

Vodacom and Coca-Cola have the most ads in the Top 35 'Best Liked Ads'. Between them, the Nahana Communications Group (to which both the FCB and McCann agencies belong) and Ogilvy account for 15 of the 35 ads on the list. Nahana notched up eight, while Ogilvy accounted for seven. There was also an ad created by McCann Erikson London and another by Ogilvy London.

FCB Joburg's chief creative officer Ahmed Tilly, as well as group MD Thabang Skwambane, congratulated all the brands and all the agencies responsible for South Africa's Most Liked Ads over the last 35 years.

The duo also paid tribute to the Sasol client Andriesa Singleton; Gaby Bush, the creative director at the time; Les Sharpe, the film director; and Dr Thomas Oosthuizen, the group director for Planning and marketing.

"Today, science shows that — when it comes to motivating people — emotions are what drive us as humans," says Tilly. "Brands need to evoke a strong, positive emotion. The more resonant, the better. And, for creatives to create a powerful experience, the strategy needs to identify what is most motivating for people and how the brand can satisfy these needs."

"These three gentlemen, legends in the industry, instinctively knew that. [They] created a piece of communication that resonated so strongly with the South African public when it was flighted [that] it set the bar," adds Tilly.

"FCB Joburg is a dramatically transformed agency operating in a media and marketing landscape," concludes Skwambane. "We are very proud of the fact that we've managed to continue that tradition and consistently produce some of the most loved communications in South Africa today."

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