Looking Back at 2005


2005's No. 1 Spot: Carl's Jr. Fetus Ad

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During the last year, AdAge.com has published more than 650 video commercials in its online news stories and weekly 'TV Spots of the Week' column. These were the Top 10 ads that our readers around the world watched the most.


Fetus Pitches Burgers
Marketer: Carl's Jr.
Brand: Carl's Jr.
Title: "Baby"
Agency: Mendelsohn/Zien
Going even younger than Baby Bob, Carl Jr.'s spot rolled out a talking fetus as pitchman. Speaking from inside his mother, the fetus hawked the chain's new Spicy BBQ Six Dollar Burger.

Kevin Garnett Adidas Ad
Client: Adidas
Brand: The Garnett Athletic Shoe
Title: "Carry"
Agency: 180/ TBWA (Amsterdam) and TBWA/Chiat/Day, San Francisco
NBA Most Valuable Player and former Nike spokesman Kevin Garnett went to Adidas and got his own shoe ('The Garnett') and a new commercial that continued the marketer's 'Impossible Is Nothing' theme. In a striking visual and against the lyrics of the old spiritual 'He's Got the Whole World in His Hands,' Garnett took dozens of people onto his shoulders and carried them effortlessly down the street in his Adidas-brand shoes.

Ms. Ronald McDonald
Client: McDonald's
Brand: Tomato McGrand Burger
Title: "Tomato McGrand"
Agency: Beacon (A joint venture of Dentsu and Leo Burnett)
Here is Ronald McDonald as you've never see her before. This-out-of-the-box ad campaign is causing a stir in Japan, where the clothing worn by brand icons has become a fashion craze for Japanese school girls.

GoDaddy a Go Go
Client: GoDaddy.com
Brand: GoDaddy Domain Registration
Title: "Broadcast Hearing"
Agency: Ad Store
In its first foray in a Super Bowl, Internet domain registry company GoDaddy.com crafted a buzz-generating commercial that mixed biting political satire with liberal doses of bosom to create the game's most controversial spot. At the same time it harpooned the FCC's increasingly puritanical bent, it made the little-known GoDaddy one of the most talked-about advertisers to come out of 2005's game.

Pepsi Sumo Chickens
Client: PepsiCo
Brand: Pepsi
Title: "Sumo"
Agency: BBDO, New York
Envisioning a deli poultry counter as a sumo venue, Pepsi presented two burly rotisserie chickens doing the ritualistic moves of Japanese wrestlers. Having proved itself, the winning bird becomes the one ultimately selected by an incredulous but impressed customer.

Ode to U.S. Military
Client: Anheuser-Busch
Brand: Anheuser-Busch
Title: "Applause"
Agency: DDB, Chicago
DDB Chicago's 'Applause' for Anheuser-Busch's Super Bowl ad lineup generated controversy in the advertising community but was a solid hit with viewers. They rated it the most-liked spot for the period. The ad showed an airport crowd spontaneously applauding a group of soldiers in desert fatigues passing through the concourse.

Got PMS?
Client: California Milk Processors Board
Brand: Milk
Title: "Milk to the Rescue"
Agency: Goodby, Silverstein & Partners
Got PMS? Get milk to relieve it is the unlikely message of this spot. Exactly what studies establish that calcium lessens menstrual symptoms? Who knows, who cares. The visual gag is a great one, guaranteed to elicit wry smiles from husbands coast to coast.

Undressing for Dove
Client: Unilever
Brand: Dove
Title: "Song"
Agency: Ogilvy & Mather
In a turnaround of the advertising practice of having supermodels undress in a way that makes normal women feel inadequate, Dove is fielding a new crop of ads that has normal women doing the undressing to affirm their own body worth. The ads are selling Dove's new line of nourishing body lotions.

Hate and Flying Diesels
Client: Honda
Brand: Accord Diesel
Title: "Grrr"
Agency: Wieden & Kennedy, London
From the same minds that gave us 'Cog' came this new Honda commercial that was quite a trip. Imagine if the squadron of flying toasters of screen-saver fame went on an LSD bender and morphed into a squadron of flying diesel engines instead. In their minds, they putter high above a Peter Max landscape as a disembodied voice sings about the positive value of hate and deisel engines.

China Chew
Client: Xue Li Ci Soft Candy
Brand: Xue Li Ci Soft Candy
Title: "Office," "Street"
Agency: Grey Worldwide, Guangzhou
Slapstick comedy of a ridiculous but hilarious sort, this spot from China effectively spoke its message about the joy of soft candy to viewers from all cultures.

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