FCB SA Makes Millward Brown Top 20, Again


FCB South Africa has two TVCs on Millward Brown’s annual Top 20 Best Liked Ads for 2014 maintaining its track record of a presence on the list year-in and year-out.

For the second year in a row, FCB Joburg’s creation for Coca-Cola SA and now a global advertising phenomenon – Bobby – has been in the Top 20. On the 2013 list, the first ‘Share a Coke’ ad starring the canine ranked 2nd on the list; on the 2014 list the second TVC comes in at 4th.

The second of the TVCs from FCB South Africa to feature on the 2014 list is FCB Cape Town’s ‘Happy Song’ for Engen/Wimpy at position 16.

FCB South Africa CEO and Chief Creative Officer, Brett Morris, applauded both agencies saying it was getting tougher and tougher to deliver work that captured the hearts and souls of consumers.

However, FCB agencies’ continued presence on the list affirmed their empathy for man-in-the-street South Africans, creative ability and staying power, he said.

Morris added that it was interesting that several of the Top 20 ads were created by foreign agencies, which may have something to do with the production value of that work. He SAID he hopes that South African agencies and clients are able to reverse this trend as locally produced work, based on local insights, will always resonate more strongly with a South African audience.

He also pointed out, if the ads created by foreign agencies were excluded from the list, Bobby would rank 2nd, making it truly ‘second’ in a row for FCB Joburg and Coca-Cola.


  1. FCB has had TVCs on the Top 20 list 9 times in 11 years.

Millward Brown Most Liked Ads 2014:

1 Cadbury:  Triplets Ogilvy & Mather Johannesburg and Velocity Films
2 BMW:  M4 Coupe, Aircraft Carrier Cundari Toronto
3 Samsung UHDTV:  Coliseum CHI & Partners London
4 Coca-Cola:  Share a Coke and a smile with Bobby FCB Johannesburg
5 Telkom:  Sunshine Playgroup DDB South Africa
6 Mini Cooper:  Chain Reaction Heimat
7 Telkom:  Birth Nightmare DDB South Africa
8 Vodacom:  Uninterrupted Entertainment Ireland/Davenport
9 Lays Chips:  Airport BBDO Mexico
10 Gumtree:  Gumtree It Net#work BBDO
11 OLX:  Boxing – Reach more buyers on OLX Studio Zoo
12 Red Bull:  Shark Kastner & Partners London
13 Telkom:  Cribs DDB South Africa
14 Mercedes Benz C Class:  The Best Knows no Alternative Net#work BBDO
15 Metropolitan:  Nonhlanhla Ogilvy & Mather Cape Town
16 Engen and Wimpy:  Happy Song FCB Cape Town
17 Nokia Lumia 1520:  Daughter JWT New York
18 McCain:  Slap Chips,  The Traditional Way Joe Public Johannesburg
19 BMW:  Happy End Interone Germany
20 Melrose Cheese Strings:  Moustache King James

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