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Volume 6 No. 212
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BT's 'Hola' Ad Is The Most Memorable Of The Olympics

Research by Nielsen revealed that BT's "hola" spot, created by Abbott Mead Vickers BBDO, "was judged the most-memorable TV ad from an Olympic sponsor" in England, according to Jeremy Lee of CAMPAIGN LIVE. The ad, which featured a group of Spanish students descending on flatmates that feature in the BT campaign in a bid to use their broadband access, was 36% "more likely to be remembered than the average Oympic-themed ad from an official sponsor." It was judged to be 25% more liked than the average. McDonald's was judged the second-most memorable ad with its "Coke Glasses Olympic Edition" spot, created by Leo Burnett, being 32% more likely to be remembered, while Saatchi & Saatchi's spot for Visa starring Usain Bolt, part of its "flow faster" campaign, was third. It was judged to be 30% more remembered than average. Samsung was judged the most liked with its ad featuring David Beckham. The spot, called "Everyone's Olympic Games" from Cheil was judged to be 35% more liked than average (CAMPAIGNLIVE.co.uk, 9/6).