Includes Ranking Chart for 42 Super Bowl Spots

MOST RECALLED SUPER BOWL ADS

IAG Survey Puts Pepsi, FedEx and Visa in Top Spots

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NEW YORK (AdAge.com) -- Intermedia Advertising Group's survey of 42 Super Bowl XXXVII commercials yet again proved that focusing on
The second-most recalled Super Bowl ad was 'Desert Island,' a spoof on Tom Hank's Castaway.
Also see: FULL CHART RANKINGS: 42 Super Bowl XXXVII Ads

pop culture icons is the way ensure advertising is recalled.

BBDO Worldwide
Omnicom Group's BBDO Worldwide ads dominated the best-recalled list, with the top spot going to the PepsiCo's Pepsi Twist commercial featuring Ozzy Osbourne (which was also ranked the third most liked).

FedEx's Castaway spoof was the second most-recalled spot (and second most liked) and in third place came Visa's spot for its check card featuring New York Giants running back Tiki Barber, and his twin brother, Ronde, a cornerback for the Super Bowl champion Tampa Bay Buccaneers (the ad was the 15th most liked).

But as Ted Sann, chairman and chief creative officer of BBDO, New York, said: "If the ad is recalled but not liked, what's the point?"

AOL does poorly
When asked about the relatively poor performance of America Online's broadband spot directing viewers to "see Super Bowl ads online," Mr. Sann admitted that for informational spots, being liked isn't always of such importance. AOL's ad was 28th on the most recalled list, but ranked 40th out of 42 on the likeability list.

Other surpirses
Among other surprises on the survey were the performance of ads for Levis Strauss & Co.'s Type1 jeans and DaimlerChrysler's Chrysler division.

Levi's spot, featuring stampeding bison, came in 16th most-recalled, but came a poor 36th on the likeability chart. Bartle Bogle Hegarty, New York, created the ad. Chrysler's ads featuring pop star Celine Dion, from Omnicom Group's BBDO Worldwide, Detroit, and Arnell Group, New York, ranked 22nd on the most-recalled list, it scored only 33rd on the likeability index.

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