South Africa, Jan. 14 -- Winners: SAB's 'How about none for the road?' ad hits the mark, too. Aussie ad for sperm donation, 'All hands on d*ck', stands out, but would be banned here.

In marketing, it is the element which sets you apart from your competitors which makes the consumer initially bite - and it is also the thing which keeps them coming back.

Like the hundreds of thousands of other lemmings, we hit the road for the coast at the weekend and, of all the marketing messages I saw along the way, I think the Engen 1-Stop at Colesberg got it spot on. We've always patronised 1-Stops more than the competition, Shell's Ultra City operations and Caltex's Star Stops.

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