CLOSE-UP: THE PEOPLE’S JURY; Cute Derek is sure of success

By RICHARD COOK, campaignlive.co.uk, Friday, 06 December 1996 12:00AM

No surprises, as kids and sporting failures take poll honours.

No surprises, as kids and sporting failures take poll honours.



What do three footballers, famous for their inability to score when 12

yards away from a German goal, have in common with a cute young lad

called Derek? They all offer proof - if more were needed - that there

are only two things that run pets close in the affections of the great

British public - children and heroic failures. Both loom large in our

collection of this month’s most popular ads.



The Pizza Hut ad from Abbott Mead Vickers BBDO brings together the

penalty shoot-out unfortunates, Chris Waddle, Stuart Pearce and Gareth

Southgate. It shares top honours as the People’s Jury’s preferred ad

choice for the month with Ogilvy and Mather’s first TV work for

Warburtons bakery business, written by Patrick Collister, the executive

creative director. It’s a modestly budgeted series starring Derek, a

fictional member of the Warburton family.



Each month, Campaign lets the People’s Jury loose on 20 mainstream

commercials, chosen at random, but all either new or recently back on

air. Jurors give each a mark out of ten, from one, (did not like at all)

to ten (loved). We then rank the ads by their mean score (top table).

The panel illustrates the five ads that persuaded the biggest percentage

that they might buy the brand.



The jury was in petulant mood this month - a score of around seven is

usually required to come out on top, but Pizza Hut and Warburtons’

scores of 6.4 were sufficient for victory. Low scoring also resulted in

bunching - the best five ads were separated by 0.2 of a point and the

first 11 by 0.4.



That two of these were cars ads came as a considerable surprise. Cars do

not usually fare well with the hard-headed pragmatists of the jury, and

the Ford Maverick’s position at second to last is more typical. Lowe

Howard-Spink’s new commercial for the Vauxhall Vectra, based on the ‘one

step ahead of the mob’ catchphrase and a sort of jovial film noir feel,

is certainly faring considerably better than the hi-tech spectaculars

that launched the brand last year. The ad was a particular hit with

women, who gave it the highest score of the lot at 6.7. Bartle



Bogle Hegarty’s latest ad in its Audi campaign - this time for the new

A3 - was by contrast the highest scoring ad among male respondents.



J. Walter Thompson scrapped the five-year-old ‘someone cares’ campaign

for its Christmas push for Boots and has been rewarded with a share of

third place. The ads have a Jimmy Durante backing track and as much

wholesome Yuletide imagery as anybody could handle. In fact, this was

the only ad of the top five that also proved among the most effective at

persuading viewers to buy the product. In all, 54 per cent of

respondents claimed they were likely to visit Boots, just one point

below the winning ad - O&M’s work for Argos. Respondents didn’t much

like the ad but this wouldn’t stop them visiting their local branch.

Other effective executions included the weepy Kleenex campaign, Mrs

Merton’s British Gas slot and Asda’s no-nonsense price-busting slots.



Oh yes, and bottom of the likeability pile was McCann-Erickson’s

nostalgic launch spot for Van den Bergh’s Dalesby spread.



Audience Selection carried out the telephone interviews between November

22 and November 24, with 1,000 adults who represent a cross-section of

the population by age, class, sex and geography.



------------------------------------------------------------------------

PROPENSITY TO BUY

------------------------------------------------------------------------

We asked the People’s Jury whether the advertising was more likely to

encourage them to buy or use the product

Ad                    % likely to buy

Argos                         55

Boots                         54

Kleenex Tissues               51

British Gas                   49

Asda                          38

------------------------------------------------------------------------



------------------------------------------------------------------------

SELECTED ADS: 2 DECEMBER 1996

------------------------------------------------------------------------

Rank  Ad campaign                 Agency                          Points

1=   Warburtons                  Ogilvy and Mather                6.4

1=   Pizza Hut                   Abbott Mead Vickers BBDO         6.4

3=   Audi A3                     Bartle Bogle Hegarty             6.2

3=   Boots Christmas campaign    J. Walter Thompson               6.2

3=   Vauxhall Vectra             Lowe Howard-Spink                6.2

6=   Radox                       WCRS                             6.1

6=   BT - working from home      BDDH                             6.1

6=   Cadbury’s Fuse              Euro RSCG Wnek Gosper            6.1

6=   Kleenex Tissues             Foote Cone Belding               6.1

10=   Marmite                     BMP DDB                          6.0

10=   Citroen Saxo                Euro RSCG Wnek Gosper            6.0

12=   Asda                        Publicis                         5.9

12=   AA                          Howell Henry Chaldecott Lury     5.9

14    British Gas                 BMP DDB                          5.8

15    Argos Christmas campaign    Ogilvy and Mather                5.6

16    Burger King                 DMB&B                            5.4

17    Lemsip                      BST-BDDP                         5.4

18=   Eagle Star Direct           Ogilvy and Mather                5.1

18=   Ford Maverick               Ogilvy and Mather                5.1

20    Dalesby                     McCann-Erickson                  4.6

Source: Audience Selection. Further information and copies of the full

results are available. Tel 0171-608 3618

------------------------------------------------------------------------



This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs