• by Paul Gough , August 26, 2003

Two sports-themed spots from Right Guard for its Power Stripe brand took top honors in Intermedia Advertising Group's biweekly ranking of TV ad performance.

The 15- and 30-second spots of Right Guard's Power Stripe campaign, both featuring Warren Sapp playing foosball against a bald soccer player, were the most highly indexed new television ads for the past two weeks. Both spots scored well above the next nearest spot in terms of brand recall, a Taco Bell ad for the Grilled Stuft Burrito.

In IAG's likeability scale, a spot featuring a couple trying to make up their minds over whether to buy an Original or Light Smoked Turkey Breast, won the survey for Schlotzsky's Deli. It outperformed a new spot from Olay on the cosmetic company's Complete Body Wash.

The top 10 most effective new TV advertisements in brand recall:

1. Right Guard Power Stripe, Warren Sapp plays foosball against bald soccer player, 30-second version, 258.

2. Right Guard Power Stripe, Warren Sapp plays foosball against bald soccer player, 15-second version, 257.

   advertisement

   advertisement

3. Taco Bell Grilled Stuft Burrito, ingredients, small man with burrito weighs more than large man on bench, 215.

4. DirecTV, John Goodman recites letter written by Jimmy Jablonski, 203.

   5. Planters Mixed Nuts, Mr. Peanut dances against red background, "Saturday Night" Bay City Rollers, 193.

5. Zoloft Social Anxiety Disorder, cartoon oval has trouble with group of ovals, 182.

6. Lexus Golden Opportunity, man's hotel room is switched to swanky suite, 163.

7. Capital One No-Hassle Card, woman moviegoer's credit card is stolen by Cinderella on-screen, 162.

8. Staples Back to School, dad brings cardboard mom to soccer game, 161.

9. Clairol Herbal Essences, with Hawafena, coming in September, maid cleans room.

The top 10 in terms of likeability:

1. Scholtzsky's Deli Original or Light Smoked Turkey breast, 227.

2. Olay Complete Body Wash, women shower, four varieties match skin types, 183.

3. Right Guard Power Stripe, Warren Sapp plays foosball against bald soccer player, 30-second version, 170.

4. Converse Basketball thrown around by invisible players, available at Champs Sports, 161.

5. Burlington Coat Factory Back-to-School Savings Event, Tommy shows skunk in front of class, kids flee room and go shopping, 153.

6. Wendy's Oepn Late, dad and kids watch baseball on TV, decide to go to Wendy's, 153.

7. Wendy's Open Late, two women in car order from "other" fast-food place, the grill is shut off, 148.

8. Lexus Golden Opportunity, man drives boss's speedboat, 144.

9. Kraft Macaroni & Cheese, girl hula hoops against background of macaroni, source of nutrients, 144.

10. Verizon Wireless "Lord of the Rings" Sweepstakes, battering ram, download LOTR ring tones, 144.