Fastfood brands and telcos largely dominated December's Adwatch chart for Taiwan; however, it was a TV spot for local electronics chain Elife Mall that scooped the top spot for the third time, winning a viewer recall rate of 86 per cent.
KFC's TVC for its new jumbo chicken wings, which came in seventh place, was launched in December and ran on local television for one month.
The spot uses a famous wartime story, playing on the double meaning of the words 'jumbo chicken wings' as also meaning 'cheerful' and 'inspirational' in Putonghua.
The scene is set during the war between China and Japan, in which a group of 800 soldiers are protecting a Shanghai warehouse. A young girl-scout is so inspired by the soldiers that she swims out to the warehouse to give the national flag to the brave men.
The twist in the KFC version is that underneath the flag, she has hidden a box of KFC jumbo wings and, ultimately, it is the men who are inspired by the girl and morale is boosted.
Local telco ChungHwa Telecom crept up from fifth to third place since November, with a TVC for its 009 services. The campaign has been running since early 2005 and has used famous Taiwanese icons to arouse national pride.
HSBC just made it into the chart in 19th place, with a TVC promoting the 'My Easy' personal loan, which claims to offer consumers transparency and no hidden charges, therefore making banking relaxed and easy.
Wrigley had three chewing gum products featured in the chart, with Extra sugar-free gum coming in third position and Airwaves varieties in seventh and 10th.
Electronics mall Elife makes it three in a row in top spot
A hat-trick for Elife Mall was accompanied by a range of telcos and fastfood brands in the chart.
