Dettol tops list of ‘most effective’ adverts

An ad for Dettol’s anti-bacterial spray topped the list, followed by creatives from crisp manufacturer Walkers and breakfast cereal firm Kellogg’s. Also in the top 10 were ads from Apple, Tesco and Premier Inn.

Paul Baker (pictured), director for the Mercury project, said that recent health scares such as the outbreak of swine flu would have helped the Dettol ad resonate with viewers.

He said: “We know that the more an ad emotionally connects with a consumer, the more likely they are to purchase the product or service. In the ad Dettol addresses a problem that a lot of people feel very strongly about and therefore connects with people at a fundamentally emotive level.”

TNS tested more than 200 ads between April and September this year.