• The UK market research group Kantar has polled South Africans on their favourite ads in the first six months of 2018.
  • Fast food brands like Chicken Licken, Nando's and KFC dominated the list.
  • One KFC ad nearly missed the cut after being reported to SA's Advertising Authority. 

The British multinational market research heavyweight Kantar Millward Brown has polled South Africans on their favourite ads in the first half of 2018.

See also: These are the 5 best new logos in South Africa right now — including one for Afrikaans underwear

The firm said in a report that they are seeing "creative competition" between fast food brands, with Chicken Licken, Nando's and KFC in particular engaging with customers via great story-telling.

These are the top 20 TV adverts for the first half of 2018. 

First quarter of 2018

1. Nando's - "We can fix our Sh#t"

M&C Saatchi Abel

2. Kia Sportage 4x4 - "The Harrisons"

Old Friends Young Talent

3. VW Polo - "Red flashy thing"

Ogilvy, Cape Town

4. Oreo Biscuits - "Oreo dunk challenge - Shaquille O'Neal's acrobat skills"

The Martin Agency

5. Samsung Galaxy S9 - "The Camera. Reimagined"

72andSunny

6. VW Polo Vivo - "Share the ride"

Ogilvy Cape Town

7. Cadbury Dairy Milk Bubbly - "Elevator"

Ogilvy Johannesburg

8. Sunlight Liquid - "Tough on plastic"

Sunlight liquid - "Tough on plastic" ad stills. (Video not available online)

Mullen Lowe London

9. Huggies Nappy - "The world's first baby marathon"

Ogilvy, Johannesburg

10. Shield for Men deodorant - "Moses"

Gorilla

See also: 'Dangerous' KFC ad banned in SA

Second Quarter - 2018

1. KFC - "Travellator"

By: Ogilvy, Johannesburg

2. KFC - "Stop it! I like it!"

This ad nearly missed the cut following a complaint to SA's Advertising Standards Authority. The complainant objected against the ad's catch phrase 'Stop it!', which is also used in women and child abuse ads. 

The Ads Authority, however, ruled that a reasonable viewer wouldn't connect the ad to sexual acts of abuse, given that the phrase 'Stop it!' is also commonly used to express enjoyment.

Ogilvy Johannesburg

3. ClearScore - "Get your money sorted"

Big Rock Media

4. ACC 200 Tablets - "Sick of the snotties"

ACC 200 Tablets - “Sick of the snotties”

Watch here.

LeftRight Advertising

5. Voltaren Emulgel - "Linesman"

Saatchi & Saatchi

6. Assupol Funeral Plan - "Red light"

M&M Pictures

7. Sanlam Wealthsmiths - "Bright Idea"

King James

8. Colgate Total toothpaste - "Totally ready"

Redfuse Paris

9. Nescafé - "Soul of the bean"

Publicis Communications Johannesburg

10. Chicken Licken - "Sbu 2.0"

Joe Public

See also: These are the 7 best ads in SA right now, and they feature a robot called Sbu and an Icelandic Afrikaner

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