The ad--with the tagline "What do you have to say?"--had the lowest scores across the categories of brand recall, message recall and likeability, based on a sample size of 3,272 respondents.
The highest-performing campaign was an ad by Diet Pepsi, featuring model Cindy Crawford as a mom. Other top performers included an ad for Apple Computer Inc.'s iMac, a corporate branding campaign for The Walt Disney Co., and a public service announcement for anti-drugs and anti-terrorism.
B-to-b ads did not perform as well as consumer ads, the research found. Ads that were among the worst-performing included American Express Co. and United Parcel Service of America Inc.
In the wireless area, ads for Verizon Wireless significantly outperformed the Cingular ad, IAG said.