Agency: CHI & Partners
By KAREN YATES, campaignlive.co.uk, Friday, 15 January 1999 12:00AM
Catchy soundtracks were the way to win hearts this Christmas. The
number one slot in our survey of the 20 most-watched ads was filled by
the clothing retailer, Gap, which used a jazzed-up version of Jingle
In second place was Bates Dorland’s Royal Mail spot, which featured a
familiar-sounding tune by Perez Prado, the man behind the music in
Guinness’s ’anticipation’ commercial.
Each month, Campaign asks two groups of 500 viewers to rate the 20
most-watched ads. When the British public were asked to vote over the
18-20 December period, the above two singalong commercials very firmly
nudged sex (in the form of the Peugeot 306 ad) into third place. To be
fair, Gap’s Christmas offering was also full of cute babies, which
proved popular among female viewers and contributed to its top score of
6.3 out of ten.
The Royal Mail followed close behind with 6.2 for the latest installment
of its ’what would you send’ series, featuring a man receiving a pair of
sunglasses to protect his eyes from the glare of his gaudy Christmas
Meanwhile, at number three was Peugeot 306’s raunchy ’car wash’ scoring
5.9. Created by Euro RSCG Wnek Gosper, the ad shows a seductive woman
luring a man away from washing his car for a passionate clinch on the
kitchen table. Fortunately for Mary Whitehouse, they turn out to be
married and are interrupted by their small son.
Next came the Christmas outing for the Cadbury’s Caramel bunny, while
there was a three-way tie for fifth place. Tesco’s Derek the Dodo
lolloped in at number five, courtesy of Lowe Howard-Spink, as did the
latest in Publicis’s Nescafe grind. Euro’s new Citroen Xantia ad,
meanwhile, shows what happens to two moving car pyramids when they
swerve to avoid a frog on the road.
Of the 20 ads reviewed, those for Homebase, McDonald’s Salsa Deluxe,
Nokia 101 mobile phones and Braun Straight and Shape came in last.
Each month, Campaign also poses two topical questions. This time we
asked whether it was inevitable that the BBC would eventually carry
advertising, to which nearly two-thirds (59 per cent) said ’Yes’. Nearly
a third (29 per cent) thought ’No’.
We also asked if anti-smoking advertisements actually worked, and a
depressing two-thirds of the interviewees thought they did not.
Audience Selection carried out the telephone interviews between 18 and
20 December, selecting 1,000 adults from a representative cross-section
of the population.
TOP 20 ADS
RANK AD CAMPAIGN AGENCY POINTS
1 Baby Gap In-house 6.3
2 Royal Mail Bates Dorland 6.2
3 Peugeot 306 Euro RSCG Wnek Gosper 5.9
4 Cadbury’s Caramel Euro RSCG Wnek Gosper 5.7
5= Tesco ’Derek the Dodo’ Lowe Howard-Spink 5.6
5= Nescafe Coffee Publicis 5.6
5= Citroen Xantia Euro RSCG Wnek Gosper 5.6
8= Royal Mail Business Bates Dorland 5.5
8= Quaker Oats So Simple Young & Rubicam 5.5
8= Stork Margarine Bartle Bogle Hegarty 5.5
11 Sony Widescreen TV BMP DDB 5.4
12= Hooch Lemon Euro RSCG Wnek Gosper 5.3
12= Kodak Advantix Ogilvy & Mather 5.3
12= Motorola CD920 mobile phone McCann-Erickson 5.3
15 Tiny Computers Golley Slater & Partners 5.2
16 Boots Advanced Photo System J. Walter Thompson 5.0
17= Nokia 101 mobile phone Grey 4.9
17= Braun Straight and Shape Lowe Howard-Spink 4.9
17= Sainsbury’s Homebase Abbott Mead Vickers BBDO 4.9
20 McDonald’s Salsa Deluxe Leo Burnett 4.8
Source: Audience Selection Tel: 0171-608 3618.
Q1: In light of the pounds 101 licence fee, is it
inevitable that the BBC will end up taking
advertisements? Yes No Don’t know
59% 29% 12%
Q2: Do anti-smoking advertisements work? Yes No Don’t know
26% 66% 7%
This article was first published on campaignlive.co.uk
Agency: CHI & Partners