IAG: Old Navy Tops In Brand Recall

The latest iterations of the Old Navy Love Boat campaign - which plays upon the 1970s TV drama - has taken the top spots in Intermedia Advertising Group's bimonthly report on the effectiveness of television advertising.

The report, released Monday, looked at new commercials release between May 26 and June 8. Old Navy commercials took the top two spots in brand recall. In the last survey, Old Navy's Love Boat commercials - both featuring Morgan Fairchild - took two of the top four spots in brand recall for the weeks of May 12-25 covered by the previous IAG report. Fairchild is only in one of the two new commercials covered by the report.

The top 10 new TV advertisements in terms of brand recall:

  1. Old Navy Love Boat, Flag Tees/Beach Capris For the Whole Family, featuring the Captain and cruise director Morgan Fairchild.

  2. Old Navy Love Boat Flag Tees/Beach Capris For Men and Women, featuring the Captain and DJ.

  3. Payless, Star Jones says you can afford to go crazy on canvas shoes and sandals, buy one/get one half off.



  4. Acuvue 2, Nick and Zach, high school film project, Zach is surprised with eye doctor visit.

  5. KFC Crispy Strips Meal, man eats chicken strips in casual dining restaurant.

  6. McDonald's Raspberry Triple Thick Shake, doctor inspects man with fish face/Finding Nemo (:15).

  7. Discover 2Go, man with children at pizza parlor, garden nursery, on fishing boat, tries to cut fishing line with card.

  8. Burger King Original Whopper, man washes grill in driveway while others wash cars.

  9. Sears Biggest Michelin sale of the year, spinning tires close up (:15).

  10. Home Depot, father takes son to Kids Workshop/All-American Dad.

In terms of likeability - another measurement of IAG - the top 10 commercials were:

  1. Neutrogena Healthy Skin Anti-Wrinkle Anti-Blemish Cleanser Julie Bowen in red shirt, tube in water.

  2. Nintendo Game Boy Advance Donkey Kong Country, gorilla swims, tag line "only in Donkey Kong country."

  3. Capri Sun Sport, man interrupts boys' soccer game after drinking.

  4. Lipton Iced Tea, woman tears off heels after entering office, puts fluffy slippered feet on desk.

  5. Hershey's Milk Chocolate, people talk about making s'mores.

  6. Chevrolet Impala SS, man drives fast, cop behind him passes him, driver is relieved.

  7. Arm & Hammer Advance White, why use paint strip, paste saves cost.

  8. American Online AOL for Broadband, girl passes note to boy in class, note is an advertisement for mortgages.

  9. Baskin-Robbins Cappuccino Blast, little pink spoons removed from cup.

  10. Mountain Dew, Bruce attends anger management, angry over spilled Mountain Dew, turns into Hulk.

The brand recall is based on the percentage of TV viewers who can recall within 24 hours the brand of the ad they were exposed to during the normal course of TV viewing. The likeability measures how popular the ads are. These scores are then indexed against the mean score for all ads during the time period.

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