Pizza Hut '4 for All' leads recall

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The 15-second version of a Pizza Hut "4 for All" spot, which launched during the Super Bowl Pre-Game, was the most-recalled TV ad airing during the first quarter of 2004, according the latest Advertising Age/IAG Quarterly Ad Performance Report. Recall for the Pizza Hut ad-which was 2.3 times that of the average new ad-was followed closely by the 15-second version of a long-running Breathe Right spot and an installment from DirecTV's "Fan Letter" campaign.

Meanwhile, nearly all of the Top 20 best-liked spots of the quarter launched during Super Bowl Sunday or the Academy Awards. With more than 2.1 times the average likability level, Chevrolet's "Soap" spot rated highest, followed by several other humorous Big Game executions for Budweiser, Bud Light and Lay's. Representing the high-scoring Oscar campaign debuts were American Express' "Caddyshack" parody spot and MasterCard's "Badger the Dog" series.

In the automotive sector, General Motors' "Hot Button Giveaway" promotional campaign placed in four of the Top 10 slots. Also earning high recall marks were the cliffhanger-style Mitsubishi Galant ad and a lighthearted spot supporting the launch of Chevrolet's midsize pickup, the Colorado.

Two spots for AT&T Wireless-running exclusively during Fox's "American Idol" and featuring the show's host-landed in the wireless category's Top 10. Other well-remembered work included camera-phone and promotional spots for Sprint PCS, along with two Verizon Wireless ads touting its new "In-Network calling" plans.

Burger King secured the largest share of the Restaurant Top 10, with five of the sector's top-recalled ads-most of which are a part of its new "Have It Your Way" effort. Meanwhile, a pair of spots each from Pizza Hut and Domino's also placed among the fast-food recall leaders last quarter.

Finally, two spots in Febreze's latest ad push and celebrity-driven work from Crest and Pantene have proved to cut through the consumer-products clutter at the greatest rate, while competing erectile-dysfunction brands Cialis and Levitra ranked No. 1 and 2 in ad recall in the prescription-drugs category.

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