Coke's ad gained top spot after eliciting an intense positive emotional response from 72.5% of the people who watched it - the second strongest reaction of any of the festive campaigns launched so far. It also generated the third highest attention levels of any ad in the chart, while 82% of viewers could recall the brand correctly after watching the spot.
Ian Forrester, CEO and founder of DAIVID, said: "Coke certainly brought the Christmas fizz with its 'The World Needs Santa' campaign, which generated one the strongest emotional reactions of any Xmas ad this year."
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