Top Campaigns of the Year: 11- 20

11) Gillette Fusion

Razors
General recall: 65%
Brand linkage: 73%

A changing room is the location for this Fusion ProGlide ad in which a dodgy-looking character asks men whether they’ve experienced ‘uncomfortable tug and pull’. Rather than calling security, they tell him.

12) Febreeze

Aircare

General recall: 64%

Brand linkage: 90%

A man’s favourite chair - the place where he eats, drinks and whatever else he does while watching TV - will smell fresh as a daisy after a run through the car wash. Or you could just use a few squirts of Febreze.

13) Innocent

Juice

General recall:64%

Brand linkage:82%

Innocent in heroic form as a caped bottle of smoothie comes to the rescue of hungry folks tempted to tuck into something less nutritious. The idea was elevated to super-powered status with wry execution.

14) Colgate

Toothpaste

General recall: 63%

Brand linkage: 86%

A chap in a suit uses Star Trek-style technology to show a woman her mouth is a fetid pool of infection. The next day, after a quick whizz with Colgate Total Advanced, her teeth are bacteria-free.

15) Oral-B

Toothbrushes

General recall: 63%

Brand linkage: 68%

A terrifying Anna Richardson scowls from beneath a fringe of hair so dark that light cannot escape, as she stars in a pseudo-documentary so convincing it has to announce ‘This is an advertisement’.

16) Cravendale Milk

Fresh milk

General recall: 62%

Brand linkage: 89%

This nightmarish vision of cats with thumbs conspiring to steal our milk was Cravendale’s most disturbing ad to date. But since then it has come up with the image of a cow in a nightdress begging to be milked.

17) Corsodyl

Mouthwashes

General recall: 62%

Brand linkage: 64%

Corsodyl broke the mould for mouthwash with one of the year’s most memorable ads. Okay, a missing tooth isn’t quite up there with The Crying Game for shock twists, but it’s a startling image.

18) Finish Quantum

Dishwash

General recall: 61%

Brand linkage: 86%

Finish Quantum threw down the gauntlet with a pledge to refund anyone whose grubby plates didn’t pass the Quantum Challenge of cleanliness. It’s all done with “unique cleansing micro-beads”, you know.

19) Wall’s

Savoury pastries

General recall: 61%

Brand linkage: 81%

This ad saw true love spring forth in the unlikely surrounds of a gloomy late-night petrol station. Men being men, a snack buyer is too repressed to communicate his feelings of gratitude and love to the woman on the other side of the bullet-proof glass. Luckily he’s got a tiny dog in a jewellery box doing its best impression of Mike Skinner from The Streets in a dancehall/dub-step mash-up that pays tribute to meat snacks and garage workers in a very modern take on romance.

20) Lynx Excite

Shower

General recall: 59%

Brand linkage: 87%

The Lynx effect was ramped up even further this year with the arrival of Lynx Excite. In the eye-catching ad, scantily clad heavenly bodies fall from the lap of the gods into the lap of the very mortal Lynx wearer.