Adwatch: StarHub nudges McDonald's at top spot in recall charts

Football, a personal touch and a funky attitude struck the right note with viewers, as Amy White discovers. Beer brand Carlsberg's promotion of football tournament Euro 2004 resonated with fans and beer drinkers alike, reflected by its eighth place in the chart. According to Nielsen Media Research, Carlsberg spent about S$6.2 million (US$3.6 million) on advertising from January to June this year against a full year spend of approximately $10.3 million last year. Meanwhile, telco/cable TV provider StarHub took second place: "Viewers relate to the StarHub TV commercial because it speaks to them on their own terms, not the brand's," said Michael Liew, group account director, Batey/red cell Singapore. "Couple this message with great lyrics by The Rolling Stones and you've got a TVC that's eminently watchable and likeable."