The top two fastfood outlets in Malaysia, KFC and McDonald's, have found themselves in a tight race in the TVC recall chart, with just one percentage point separating the two.
However, it was KFC which nudged past its rival through the use of sexual innuendoes to make a big impression with its Zinger XXL burgers. The campaign featured shots of attractive girls looking in awe at a guy holding a big chicken burger. McDonald's, meanwhile, resorted to the more traditional approach of showing the making of its Quarter Pounder. Overall, the top 20 list was dominated by fastfood and FMCG brands. Pampers came in third with a new mascot - a fuzzy baby blue elephant helper named Pampa who grows and learns together with the child. Saatchi & Saatchi used the strategy of suggesting that the diaper's absorbency gives babies uninterrupted sleep, linking this benefit with what every mother wants for their babies: better brain development.
Ranked at number 12 is local beauty and personal hygiene product range Follow Me, which handles its creative and media buying in-house. The brand's TVC held its own in the recall game against other international brands handled by multinational agencies, including Sunsilk by J .Walter Thompson and Pantene Pro-V by Grey.
Maxis Speedmaster, whose campaign to promote its latest lines in conjunction with the Formula One race, also did well.