NEWS: Peugeot ad is most talked about in the press

By JOHN TYLEE, campaignlive.co.uk, Friday, 19 April 1996 12:00AM

The debate about whether or not a Peugeot commercial featured a gay kiss has been the most popular advertising story in Britain’s national newspapers this year.

The debate about whether or not a Peugeot commercial featured a gay kiss

has been the most popular advertising story in Britain’s national

newspapers this year.



Euro RSCG Wnek Gosper’s dramatic and controversial commercial for the

Peugeot 406 generated 19 national press stories, according to the latest

figures produced by Propeller Marketing Communications.



Levi’s came hard on the heels of the French car-maker with the Bartle

Bogle Hegarty ‘spaceman’ commercial starring the 16-year-old Russian

model, Kristina Semonovskia, and the chart-topping song from Babylon

Zoo, which resulted in 14 stories.



Saatchi and Saatchi’s raunchy Club 18-30 campaign won a new lease of

life with posters that thumbed their noses at the Advertising Standards

Authority by combining innocuous copylines with an invitation to look at

particular magazines to ‘see our real ads’.



Club 18-30 generated 13 stories and shared third place with McCann-

Erickson’s mould-breaking campaign for the Football Association. This

aimed to attract more women spectators to this summer’s European

championships with lines such as ‘How can I lie back and think of

England when Venables hasn’t finalised the squad’.



Ford had the dubious distinction of gaining fifth spot with the row over

the substitution of black faces for white ones in a brochure for eastern

Europe.



Some 273 campaigns generated 539 stories in the national press between 1

January and 31 March, according to the survey. Most were in the

Independent which, after Today’s demise, has the greatest fascination

for stories about ads. It ran 95 in the first quarter of this year,

compared with the Daily Telegraph’s 73 and the Daily Mirror’s 48.


Martin Loat, Propeller’s managing director, said: ‘It goes to show what

strong communications value can be achieved on a tight budget, with some

suitable creative work and professional PR back-up.’



This article was first published on campaignlive.co.uk

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