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Oreo Father's Day Commercial Somehow Tops Both Most-Recalled and Most-Liked Lists

Viewers Usually Like You or Remember You, but Not Both in Equal Measure

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A new Oreo commercial last month has achieved the relatively rare feat of becoming both consumers' most-recalled new commercial of the month and their favorite, according to Nielsen.

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The commercial, which shows a son waking up his dad to celebrate Father's Day, was better-recalled by consumers than new June spots from Walmart, Dyson and other high performers. It was also better liked than popular spots from Red Lobster, Microsoft and others.

It's much more often the case that one commercial sticks in viewers' minds but doesn't win as much affection or vice versa. Witness May's results, when an Orville Redenbacher spot starring the magician Criss Angel proved the most memorable commercial of the month but couldn't find a position anywhere on Nielsen's list of the month's 10 most liked spots. Or see April, when a weirdly romantic Fancy Feast spot was most recalled but a Magnum ice cream commercial starring Rachel Bilson was most liked.

Nielsen Top 10 Most Remembered New Ads, June 2011
Brand Ad Description Recall Index
1 Oreo Boy wakes up father at midnight for a Father's Day treat (:15) 232
2 Walmart Ad Match Guarantee -- Employees say everyone should get low prices every day as items are shown (:30) 188
3 Dyson Air Multiplier -- Bladeless fan generates smooth airflow (:15) 182
4 Stride 2.0 -- Man with skateboard chases another man through the mall to give him new gum (:30) 178
5 Travelers Dog sees headline "Cat Burglar Strikes Again" and protects his bone from theft (:30) 167
6 Red Lobster Four Course Seafood Feast -- Soup, then salad and biscuits, choice of entree, and something sweet (:15) 166
7 Pepsi Santa, dancing on a beach with a crowd, wants to "have a little fun" during the summer (:30) 165
8 Old Navy Let Freedom Ring Sale -- Rockets launch and fireworks are in shape of clothing (:15) 162
9 Snickers A grumpy Joe Pesci talks to girls at a party, then has a snack and transforms into a teen boy (:15) 160
10 DirecTV Chicken and egg talk about who came first and watch a movie on TV (:30) 149

Nielsen Top 10 Most Liked New Ads, June 2011
Brand Ad Description Likeability Index
1 Oreo Boy wakes up father at midnight for a Father's Day treat (:15) 186
2 Red Lobster Four Course Seafood Feast -- Soup, then salad and biscuits, choice of entree, and something sweet (:15) 138
3 Microsoft Windows 7 -- Buy a fridge for college, get a free ice tray; or buy a PC for college, get a free Xbox 360 (:15) 137
4 Stride 2.0 -- Man with skateboard chases another man through the mall to give him new gum (:30) 136
5 Travelers Dog sees headline "Cat Burglar Strikes Again" and protects his bone from theft (:30) 122
6 Sprint HTC EVO 3D -- Dad interrupts children's ping pong game to serve hard at daughter and show off 3D (:30) 119
7 Verizon Small Business -- Man sends photo from his phone to his boss, who sends back a cost proposal (:30) 118
8 Dyson Air Multiplier -- Bladeless fan generates smooth airflow (:15) 109
9 Pepsi Santa, dancing on a beach with a crowd, wants to "have a little fun" during the summer (:30) 106
10 Apple iPad 2 -- Now, people can watch a newspaper, listen to a magazine, or curl up with a movie on a tablet (:30)>149 101

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