Top Spots

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Old Navy is shaping up to be one of the top campaigns of the summer. Old Navy continued its previous success with the chart topping Brady Bunch parody in the period from July 22 to Aug. 4, holding both the No. 1 and No. 4 spots in this week's list.

Rank Brand Ad Description Recall Index

1 Old Navy Rugby Bunch, boys playing basketball, girls cheering 256

2 Pier 1 Imports 40th Anniversary Sale -- Kirstie Alley jumps out of cake 250

3 Payless Star Jones on looks, fashion, women on scooter (:15) 237

4 Old Navy Rugby Bunch-Kids wash car, Morgan Fairchild in pink shirt 215

5 Burger King Chicken Whopper-dating show parody (:15) 193

6 KFC 6 pc. Family Bucket-J. Alexander interrupts dinner(:30) 193

7 Dawn Saving wildlife, oily duck 171

8 Maybelline Wet Shine Diamonds -- woman blows kiss, falling diamonds 161

9 Gap Generation Gap-brunette woman stretches, adjusts pants 152

10 Kia Lord of the Rings free w/ test-drive, driving couple chased 149

Source: Interactive Advertising Group. Only new campaigns considered, airing weeks of July 22-August 4. The Recall Score is the percentage of TV viewers who can recall within 24 hours the brand of an ad they were exposed to during the normal course of viewing TV. These scores are then indexed against the mean score for all ads during the time period (Recall Index). 100 equals average.

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