What is it with South African adverts and their impeccable ability to pull at the heart strings? I mean, I nearly cried at the end of four of the top five commercials from last year.

The ranking of South Africa’s television adverts was determined by global media research agency Millward Brown, who have been “celebrating South Africa’s favourite TV commercials since 1984,” according to Business Tech – who explain just how they do it:

The list is determined through the group’s (Millward Brown) proprietary advertising testing system, which has evaluated the impact and liking of all brand advertising in South Africa for over 30 years.

The group’s database stands at over 90,000 TV adverts tested, and more than 1.2 million interviews conducted, making this database one of the largest of its kind in the world.

2015 was ruled by nostalgia, humour, and children – and each of them had a very distinct South African flavour. Unfortunately, Telkom’s talking babies ranked top, too.

Natalie Otte, Head of Millward Brown South Africa, commented on the ranking:

You have to strike an emotional chord that resonates with the target consumer – and clearly great creative with a local focus is doing just this! Many of the ads tell a story reflecting the brand’s purpose beyond just functionality.

Get ready to hold back those tears, one advert at a time – although I do realise I am such a softy:

5. Coca Cola – Share a Feeling, Share a Coke
FCB Johannesburg

4. Rama Margarine – Crush
Mullen Lowe Johannesburg

3. KFC – Mama
Ogilvy & Mather Johannesburg

2. Telkom – The Works for Business
DDB South Africa

1. Vodacom – Wedding
Ogilvy & Mather Johannesburg

The full list is actually the top 20, so if you want to see numbers six onwards check those HERE.

[source:businesstech]