The ad, which featured a group of Spanish students descending on the flatmates that feature in the BT campaign in a bid to use their broadband access, was 36 per cent more likely to be remembered than the average Olympic-themed ad from an official sponsor. It was also 25 per cent more liked than the average.
McDonald’s was judged the second most memorable ad with its "Coke Glasses Olympic Edition" spot, created by Leo Burnett, being 32 per cent more likely to be remembered, while Saatchi & Saatchi’s spot for Visa starring Usain Bolt, part of its "flow faster" campaign, was third. It was judged to be 30 per cent more remembered than average
Fairy and Cadbury were in fourth and fifth places, achieving 23 per cent and 21 per cent higher scores than the average official sponsor.
However, not all of the five most remembered ads were judged to be as liked. While BT and Visa (20 per cent more liked than the average official sponsor) made the top five, McDonald’s, Fairy and Cadbury did not.
Samsung was judged the most liked with its ad featuring David Beckham.
The spot, called "Everyone’s Olympic Games" from Cheil was judged to be 35 per cent more liked than average. This was followed by a spot for Procter & Gamble with a 30 per cent uplift, BT and Omega with 25 per cent each and Visa with 20 per cent greater likeability than the field.
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