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Apparel advertisers tried on TV and the fit wore remarkably well in the second quarter of 1996. Meanwhile, soft drinks lost their fizz and beer advertising was more memorable than ever. While Polaroid made the big impressions, new campaigns from MCI, Infiniti and American Express were not far behind.

TV new-campaign activity returned with a vengeance after the slow start in the first quarter. Of the second quarter's top 50 outstanding TV campaigns, 21 were not on this list in the previous period. The comparable number for the first quarter was only 13.

Almost as radical as the second quarter's churning of campaigns was its composition by category. The period traditionally belongs to soft drinks. There were 10 of them in the top 50 last year and only three now-Coca-Cola, Pepsi-Cola and Mountain Dew.

Picking up the slack was the apparel category, which pushed into the top 50 with an unprecedented six brands-Calvin Klein, Dockers, Fila, Hanes, Levi's and Nike-compared to only Nike and Hanes a year ago.

Beer also added one more brand. Four of the top beer brands came from Anheuser-Busch-Budweiser, Bud Light, Bud Ice and Busch.

Here then are the next 40 campaigns (following our top 10 list in the Aug. 19 Advertising Age) arranged in alphabetical order. Newcomers are marked in bold: AT&T, American Express, anti-smoking, Archway, Bud Ice, Burger King, Busch, Calvin Klein, Charmin, Coors/Light, Dirt Devil, Dockers, Duracell, Energizer, Fila, Ford, Frosted Flakes, Hanes, Honda, Huggies, Infiniti, Jeep, Levi's, lotto, MCI, Michelin, Miller Lite, Mountain Dew, Nike, Old El Paso, Pillsbury, Pizza Hut, Program, Red Lobster, Revlon, Snickers, Taco Bell, Tide, Tylenol and Wendy's.

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