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New Subway Commercials Stuck With Viewers in August

But Chevrolet Short-Film Contest Yields the Month's Most-Liked Spot

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A new Subway spot plays up the grease in the competition.
A new Subway spot plays up the grease in the competition.

If one marketer encapsulated August for TV viewers, it was apparently Subway.

Consumers remembered new commercials for Subway's Oven Crisp Chicken, Buffalo Chicken and Turkey Breast and Black Forest Ham sandwiches better than almost any others last month, according to new Nielsen research, making the spots the second, third, fifth and seventh most-remembered new TV ads of August. No other marketer made the top 10 more than once.

An Oven Crisp Chicken ad showing a burger chain manager slipping in grease also proved particularly popular with viewers, who liked it more than all but seven other new commercials last month, Nielsen said. Subway's creative agency is MMB in Boston.

Other winners included Frosted Mini-Wheats, whose spot in which a talking piece of cereal resolves to keep a young girl focused at school earned places on both the most-remembered and most-liked charts. A Travelers commercial showing a dog hunting a lost bone proved the most remembered. And a Chevrolet commercial called "Dreams," the result of a Chevy partnership with Mofilm for a short-film contest, was the most-liked new commercial of the month.

Nielsen Top 10 Most Remembered New Ads, Aug. 1-31, 2011
Brand Ad Description Recall Index
1 Travelers Dog searches all over for a lost bone before it is replaced (:30) 221
2 Subway $5 Footlongs -- Buffalo Chicken is the featured $5 footlong of August (:15) 208
3 Subway $5 Footlongs -- Turkey Breast and Black Forest Ham is the featured $5 footlong of September (:15) 207
4 Olive Garden Never-Ending Pasta Bowl -- An endless pasta special is back and includes new sauces (:15) 189
5 Subway Oven Crisp Chicken -- A manager slips on a greasy floor in a fast food restaurant (:15) 186
6 Kraft Macaroni & Cheese -- Kids get "Macsurance" to protect their food from being stolen by grown-ups (:30) 182
7 Subway Oven Crisp Chicken -- The grease from fast food restaurants fills kiddie pools, water coolers, and bird baths (:30) 177
8 Frosted Mini-Wheats Animated cereal talks on young girl's shoulder and resolves to keep her full and focused at school (:15) 176
9 Old Navy Jeans -- "Let's talk about jeans"; styles available for everyone, even grandma and grandpa (:15) 173
10 Fancy Feast Groom looks for cat and brings "will you marry us" collar to his wedding (:30) 170

Nielsen Top 10 Most Liked New Ads, Aug. 1-31, 2011
Brand Ad Description Recall Index
1 Chevrolet Man dreams about driving and hums like an engine while his dog takes in the wind from a fan (:30) 170
2 Staples Boy buys pens because they are a great deal and they are perfect for getting girls' numbers (:15) 149
3 Outback Wood-Fire Grilling -- People throw logs on a beach bonfire, and then order food in a restaurant (:30) 144
4 Frosted Mini-Wheats Animated cereal talks on young girl's shoulder and resolves to keep her full and focused at school (:15) 138
5 Old Navy Super Fan Nation -- Fans gather to watch a game in a garage and wear gear from their favorite teams (:30) 130
6 Wendy's 99 Cent Everyday Value Menu -- People eat new items from the 99 Cent menu in a vintage blue convertible (:15) 130
7 V8 Vegetables are formed as numbers on a black background and a coupon is offered (:15) 129
8 Subway Oven Crisp Chicken -- A manager slips on a greasy floor in a fast food restaurant (:15) 128
9 NFL A single football is passed through various scenes, including a backyard, office, locker room, and living room (:20) 123
10 Wendy's 99 Cent Everyday Value Menu -- People eat new items from the 99 Cent menu in a vintage blue convertible (:30) 118

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