• by Paul Gough , January 2, 2003

An oversized giraffe is the big winner in Intermedia Advertising Group’s top commercials of 2002.

IAG’s surveys daily monitor the effectiveness of television ads, and every two weeks release data on the ads’ recalls and likeability. Geoffrey the Giraffe’s commercial for Toys ‘R’ Us was the top ad in viewer recall for the year; Toys ‘R’ Us commercials had three of the top five in 2002.

It wasn’t an awful year for celebrity endorsers. A Pepsi ad featuring Britney Spears and Mike Myers’ alter ego Austin Powers came in second place. Other top 20 ads included Kirstie Alley’s Pier One and Michael Jordan’s Hanes commercials.

“Traditionally, celebrity spokespeople, when used effectively, can help boost brands and 2002 was no different. Even if the spokespersons is a talking giraffe, it seems that using recognizable icons promotes brand recall. In addition, Pier One and Clairol in particular demonstrated that sticking to consistent themes over time helps promote brand recall for new executions of that theme,” said IAG co-CEO Alan Gould.

The top 20 TV ads from Jan. 1 to Dec. 15, 2002, according to IAG surveys:

1. Toys ‘R’ Us, Geoffrey prank calls competing toy store/Nikko toys.
2. Pepsi Twist, Austin Powers punches Britney Spears.
3. Toys ‘R’ Us, Geoffrey reads to kids/Big Toy Book.
4. Toys ‘R’ Us, Geoffrey at press conference/Chicken Dance Elmo.
5. Burger King, Black Stack BBQ Griller, Men in Black are back (15 seconds)
6. Pier 1 Imports, Holiday, Kirstie Alley gives woman “mall-ectomy.”
7. Old Navy, Rugby Bunch/Brady Bunch parody, opening credits.
8. Ford, “Make Your Getaway,” post-24 premiere, (180 seconds)
9. Clairol Herbal Essences, Shampoo.
10. Hanes, Michael Jordan in locker room (15 seconds).
11. Pepsi, Britney Spears through the years at drive-in (30 seconds).
12. Campbell’s, Chicken Noodle Soup, snowman becomes kid.
13. KFC, Blazin’ Strips, Jason Alexander at club (15 seconds).
14. Pier 1 Imports, 40th Anniversary Sale, Kirstie Alley jumps out of cake.
15. Sears, Washer, dryer, fridge/rancid milk.
16. KFC, Popcorn chicken, Barry Bonds bobblehead doll (30 seconds).
17. KFC, Popcorn chicken, free on June 20.
18. Ford, “Start Your Day,” pre-24 premiere (180 seconds).
19. Old Navy, Rugby Bunch, boys playing basketball and girls cheering.
20. Discover, Discover 2GO, people amazed by keychain card.

IAG said the results were 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 results are indexed against the mean score for all ads during the time period.