CLOSE-UP: PEOPLE’S JURY - Familiarity can breed content. Tesco’s Dotty and the kids from Safeway top our poll again, Richard Cook finds

By RICHARD COOK, campaignlive.co.uk, Friday, 17 December 1999 12:00AM

Christmas wouldn’t really be Christmas without the reappearance of old favourites. And this year the great British public showed that familiarity in advertising rarely breeds contempt by voting the latest incarnations of the Tesco and Safeway campaigns into first and second place in this month’s People’s Jury.

Christmas wouldn’t really be Christmas without the reappearance of

old favourites. And this year the great British public showed that

familiarity in advertising rarely breeds contempt by voting the latest

incarnations of the Tesco and Safeway campaigns into first and second

place in this month’s People’s Jury.



Say what you will about the blue-rinsed old battle-axe, Dotty still

seems to bring a smile to the watching millions. Or rather to the

watching female millions - the ad scored 6.8 with women against 6.2 with

the cynical, hard-bitten male half of the population.



Bates UK’s latest version of its oh-so-cute Safeway kids split the

nation even more sharply on gender grounds. The ’aah’ factor helped the

ad score 6.6 with women but only 5.7 with men.



There’s precious little ’aah’ factor in that hardy Christmas perennial,

the anti-ad voiced by Alexei Sayle for the Dremel DIY power tool. The ad

has attracted the sort of cult following that used to be reserved for

Ferrero Rocher, and predictably found more uneven favour among the

audience, registering 5.9 among the easily pleased male population and

5.1 with more demanding females.



One ad that registered almost equally among male and female viewers was

the Allied Carpets festive special, an unusual appearance for the

category ahead of the traditional post-Christmas sales period.

Unfortunately both sexes were united in thinking that the ad wasn’t very

good.



A more surprising appearance in the lower half of the table, and well

below the respectable 5 score of simple indifference, was made by WCRS’s

ad for the new Camelot Superdraw game. The proposition is clear enough -

a millionaire made for every million tickets sold - but so far the spot

hasn’t warmed many hearts. WCRS fared a little better with its ’voucher

without the ouch’ work for Orange Just Talk, suggesting that it has

built up considerable reserves of goodwill in the brand.



People’s Jury is based on a survey of 1,000 adults who rate the 20 most

shown ads with a score ranging from one (turkey) to ten (treat).



As far as the questions go, a certain schizophrenia was apparent.

Although supermarket advertising was a clear favourite, 53 per cent of

those questioned believe retailers should spend less money on their

television advertising.



And whatever the pundits say, only 23 per cent of respondents agreed

they would bank on the internet, with fully three quarters turning down

the chance to organise their finances as part of a brave new online

future.



Audience Selection carried out the interviews from 3 to 5 December with

a cross section of 1,000 adults.





TOP 20 ADS

Rank   Ad campaign                       Agency                   Points

 1     Tesco                             Lowe Howard-Spink           6.5

 2     Safeway                           Bates UK                    6.2

 3=    Dremel                            BMP4                        5.5

 3=    Citroen Saxo                      Euro RSCG Wnek Gosper       5.5

 3=    Kingsmill Tasty Wholemeal         Publicis                    5.5

 3=    Sainsbury’s Homebase              Abbott Mead Vickers BBDO    5.5

 3=    Ciabazza Italian Bread Pizza      HHCL & Partners             5.5

 8     Kodak Advantix                    Ogilvy & Mather             5.4

 9     Renault Kango                     Publicis                    5.3

 10    Orange Just Talk                  WCRS                        5.2

 11    Sky Digital                       St Luke’s                   5.1

 12    One2One                           Bartle Bogle Hegarty        5.0

 13    Tiny Computers                    Golley Slater & Partners    4.9

 14    Gaviscon                          D’Arcy                      4.8

 15=   The Link                          In-house                    4.7

 15=   COI Action 2000                   Abbott Mead Vickers BBDO    4.7

 17=   Camelot Superdraw                 WCRS                        4.6

 17=   Mercury Brand Vision              n/s                         4.6

 19    Viva On and Off                   n/s                         4.5

 20    Allied Carpets                    BDS Beechwood               4.4

Source: Audience Selection Tel: 0171-608 3618.



This article was first published on campaignlive.co.uk

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