KFC most-recalled ad of quarter

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A spot from KFC's "Chicken Capital USA" campaign was the most- recalled new TV ad of the second quarter of 2004, according to the latest Ad Age/IAG Quarterly Ad Performance Report. Its brand recall-which was about 2.3 times that of the average new ad-was trailed closely by the ad's 15-second version, which ranked in the No. 3 position.

Also placing among the top 20 most memorable were Citibank's continuing "Identity Theft" series, NetZero's newly-launched "Candidate Zero" campaign and another installment from Six Flags featuring the brand's "Mr. Six" icon.

Besides its chart-topping recall, the Six Flags spot also achieved the status of the best-liked new creative execution of the quarter. The ad, which depicts a daughter trying to schedule fun time with her father as the dancing "Mr. Six" arrives, scored a likabilty rating 70% higher than the quarter's average new spot. Pacing closely behind were spots for beer brands Budweiser and Coors and NBA-themed work from corporate sponsor American Express. Also resonating with consumers were American Legacy Foundation's latest "Truth" campaign and a Whirlpool corporate spot highlighting the company's alliance with Habitat for Humanity.

In the automotive category, another episode from Mitsubishi's cliffhanger series and a spot in Saturn's "People First" effort were among the most memorable. Meanwhile, Ford Focus' "talking car" spots, which launched in April, took the greatest share of the Top 10 with four of the sector's most-recalled ads.

Sprint PCS attained top recall in the wireless category last quarter with an ad for its Picture Mail service. Verizon Wireless placed in six slots, including 15- and 30-second versions of its most recent "Test Man" work and humorous ads promoting its "In-Calling" service. Cingular and T-Mobile were also represented in the Top 10 with one spot each.

Finally, a Charmin spot which preserves the brand's cartoon bear theme and seasonal ads for Coppertone's "Kids" sunblock line were among the most-remembered in consumer products, while Lipitor edged out Crestor in the cholesterol-lowering segment of the prescription-drugs category.

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