Tyson's 'Power' wins top spot

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A spot from Windex's long-standing "Birds" campaign, which supported its "30% better" product offering, was the most-recalled new TV ad airing during the third quarter of 2004, according to the latest Ad Age/IAG Quarterly Ad Performance Report. Meanwhile, Tyson Foods claimed the best-liked spot from its "Powered by Tyson" campaign, which depicts a mom "powered" to run up a wall to catch her child's balloons from flying away.

Also landing in the Top 20 were several spots from the financial-services sector, including Capital One's "No Hassle Card" campaign and "Island Giveaway" promotion and two humorous spots for Citibank's "Rewards" program.

Other spots ranking among the Top 20 best-liked include a Domino's Doublemelt Pizza spot with comedic actor Leslie Nielsen and an Adidas execution featuring NBA star Kevin Garnett carrying a crowd of people on his shoulders. Lighthearted creative from Staples, Energizer, and Twix also resonated with consumers last quarter. Feminine protection advertising, a much challenged category when it comes to developing interesting creative, was represented in the likability Top 20 with an ad for Tampax Pearl that shows a woman riding on a bus with her skirt tucked into her underwear, an embarrassing moment that is used to remind viewers that leaks would be more embarrassing.

In the automotive category, the 15-second version of a previously launched 30-second Kia Spectra spot achieved top recall status. Meanwhile, Chevy's continuing "American Revolution" campaign-with new creative touting its Silverado pickup truck-also landed in the Top 10.

Sprint PCS attained top recall in the wireless category last quarter with two spots from its "Fair & Flexible" effort featuring former Olympian Mary Lou-Retton. AT&T Wireless also had a strong showing, with an Olympics-themed spot starring Michael Phelps landing in the No. 3 position.

In the consumer-products sector, an ad supporting P&G's product introduction "Tide with Downy" joined several spots from its household cleaning brand Swiffer, both of which had to compete with two Windex ads. Finally, Nexium dominated the prescription drugs category Top 5, with Viagra edging out Levitra in the erectile-dysfunction segment.

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