MIB II Ads Lead in Recall

  • July 31, 2002
The box-office smash “Men in Black II” lifted Burger King ads above the pack in the latest recall study by Intermedia Advertising Group. The ad, for the Black Stack BBQ Griller, served up a recall index of 247. It led the Top 10 new commercials released between July 8-21. The study are based on the percentage of TV viewers who can recall within 24 hours the brand of ad they were exposed to during the normal course of TV viewing. The scores are then indexed.

Lendingtree.com made its first appearance on the list with two commercials, with an ad showing a couple interviewing bankers in their kitchen (No. 8 with a recall index of 194) and another ad with a couple in bed and bankers in the living room (No. 9 with a recall index of 191).

Other ads making the list included KFC’s Popcorn Chicken ad with Barry Bonds (No. 2); 7-Eleven’s Slurp & Gulp with a dog watching a young man get “brain freeze”; a Serta Perfect Sleeper ad with a sheep carted off to jail for ripping a mattress tag (No. 4); another Barry Bonds ad for KFC, this time involving a bobble head doll (No. 5); a Dawn ad with a husband mistakenly believing the soap is out (No. 6); Sears Auto Center ad with a woman asking for tires and a free battery in a 15-second version (No. 7); and a 30-second version of the same series ad (No. 10).

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