The Philippines' category leader for washing detergents, Tide, fended off intense competition to grab the top spot in January's Adwatch chart, gaining a recall rate of 99 per cent.
The Tide TVC was created by Leo Burnett and managed to beat competing detergent brands that also made the chart, including Downy, handled by Grey, in second place and Ariel in sixth place.
"Reinforcing how Tide can work wonders by transforming old whites to new-looking whites, the TVC is based on the insight of a common cost-saving measure of the target audience of saving money through re-using old clothes and tapping on the increasing popularity of ukay-ukay (second-hand stores)," said Rodenik Barbosa, account director, Burnett Manila.
San Miguel's sub-brand Red Horse Extra Strong beer took sixth place with 97 per cent recall, featuring a sexually-charged spot entitled 'Tattoo'.
The highly-stylised 45-second commercial, created by JWT, was shot mainly in black and white, with only certain parts in red -- including the female protagonist's blouse, high heels and lipstick. Set in a dark and dingy bar, a tattoo is transferred from the arm of a big burly man to the woman after he takes a sip of Red Horse beer.
Other TVCs produced by JWT in the chart included Sunsilk Soft Touch shampoo and Creamsilk conditioner, which were at 11th and 14th place respectively.
Touch Mobile scored a 95 per cent recall rate for its cellular services campaign, which rolled out over the Christmas and New Year period. It consisted of three TV spots and a series of print ads aiming to communicate a 'Power to the people' theme.
The Tide TVC was created by Leo Burnett and managed to beat competing detergent brands that also made the chart, including Downy, handled by Grey, in second place and Ariel in sixth place.
"Reinforcing how Tide can work wonders by transforming old whites to new-looking whites, the TVC is based on the insight of a common cost-saving measure of the target audience of saving money through re-using old clothes and tapping on the increasing popularity of ukay-ukay (second-hand stores)," said Rodenik Barbosa, account director, Burnett Manila.
San Miguel's sub-brand Red Horse Extra Strong beer took sixth place with 97 per cent recall, featuring a sexually-charged spot entitled 'Tattoo'.
The highly-stylised 45-second commercial, created by JWT, was shot mainly in black and white, with only certain parts in red -- including the female protagonist's blouse, high heels and lipstick. Set in a dark and dingy bar, a tattoo is transferred from the arm of a big burly man to the woman after he takes a sip of Red Horse beer.
Other TVCs produced by JWT in the chart included Sunsilk Soft Touch shampoo and Creamsilk conditioner, which were at 11th and 14th place respectively.
Touch Mobile scored a 95 per cent recall rate for its cellular services campaign, which rolled out over the Christmas and New Year period. It consisted of three TV spots and a series of print ads aiming to communicate a 'Power to the people' theme.
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