New York--Of the handful of b-to-b ads that ran during Sundayâs Super Bowl telecast, just one landed in the top 10 in terms of either ârecallâ or âlikeability,â according to Intermedia Advertising Group, which monitors the effectiveness of TV ads on a daily basis. FedEx Corp.âs âCastawayâ spoof placed second in terms of recall with a recall index of 161. Pepsi Twistâs ad featuring Ozzy Osbourne placed first with a recall index of 177. FedExâs âCastawayâ ad also placed second in terms of likeability with a likeability index score of 154. Budweiserâs ad featuring a zebra/referee placed first in the category with a likeability index of 183.