Top 10 ads of the week: John Lewis' Monty takes first place

Monty the penguin
Monty the penguin

Counting down the 10 most-recalled ads, in association with TNS and Ebiquity.

In this week's most recalled ads, John Lewis unsurprisingly takes the crown with its Christmas advert featuring Monty the lovable penguin. 

Second place goes to Aldi with their Christmas advert at 50%. Featuring piano playing Jools Holland, the ad tries to sum up the spirit of Christmas, depicting lots of food.

And in third place this week is Lidl with a similar ad to Aldi, minus Jools Holland. Once again the ad emphasises the importance of having copious amounts of food, leading to Christmas being a resounding success.

Brand: John Lewis

Agency/TV Buyer: Adam & Eve/DDB/Manning Gottlieb OMD

Recall: 52%


Agency/TV Buyer: McCann Manchester/UM Manchester

Recall: 50%

Brand: Lidl

Agency/TV Buyer: TBWA/London/M2M

Recall: 47%

Brand: Iceland

Agency/TV Buyer: Karmarama/MediaCom North

Recall: 44%

Brand: Sky Movies

Agency/TV BuyerWCRS/MediaCom

Recall: 37%

Brand: Morrisons

Agency/TV Buyer: DLKW Lowe/MEC

Recall: 37%

Brand: Tesco

Agency/TV Buyer: Wieden & Kennedy/Initiative UK

Recall: 35%

Brand: Barclays

Agency/TV Buyer: BBH/Maxus

Recall: 35%

Agency/TV Buyer: St Lukes/OMD

Recall: 35%

Brand: Marks & Spencer

Agency/TV Buyer: RKCR/Y&R/Walker Media

Recall: 35%

Adwatch research was conducted from 27 November to 1 December 2014 by TNS as part of its twice-weekly OnLineBus omnibus among 1000 adults aged 16-64. For details of the survey, contact (020 7656 5900). Ads were compiled by Ebiquity (020 7650 9700) and Mediaedge:cia UK (020 7803 2000).

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