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Ad Age/IAG's Top Spots

Published on .

Right Guard deodorant's latest spot, featuring pro football star Warren Sapp, ranks as the most-remembered ad of the period. Other recall chart-toppers this week include the latest installment from DirecTV's celebrity-driven campaign, as well as a humorous back-to-school spot from Staples. See the top spot at AdAge.com QwikFIND aao93g


Rank/Brand Ad Description Index

1 Right Guard Power Stripe-Warren Sapp plays foosball against bald soccer player (:30) 258

2 Right Guard Power Stripe-Warren Sapp plays foosball against bald soccer player (:15) 257

3 Taco Bell Grilled Stuft Burrito-small man with burrito weighs more than large man 215

4 DirecTV John Goodman recites letter written by Jimmy Jablonski 203

5 Planters Mixed Nuts-Mr. Peanut dances, "Saturday Night" Bay City Rollers 193

6 Zoloft Social anxiety disorder, cartoon oval has trouble with group of ovals 182

7 Lexus Golden Opportunity-man's hotel room is switched to swanky suite 163

8 Capital One No-Hassle Card-moviegoer's card stolen by Cinderella on-screen 162

9 Staples Back to School-dad brings cardboard mom to soccer game 161

10 Clairol Herbal Essences-with Hawafena, maids clean room 160

Source: Intermedia Advertising Group (iagr.net). Only new campaigns considered, airing weeks of Aug. 4-Aug. 17. Data set excludes ads airing Aug. 14 due to Northeast power failure. The Recall Score is the percentage of TV viewers who can recall within 24 hours the brand of an ad they were exposed to during the normal course of viewing TV. These scores are then indexed against the mean score for all ads during the time period (Recall Index). 100 equals average.

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