CLOSE-UP: PEOPLE’S JURY - Andrex puppies bounce back/JWT’s Andrex commercials again prove popular with viewers, Jade Garrett says

The Andrex puppies prove their staying power this month as once again they take their place at the top of the People’s Jury table. The number one spot is a familiar home for the J. Walter Thompson ads, which invariably make it to the top spot whenever they appear on TV.

The Andrex puppies prove their staying power this month as once

again they take their place at the top of the People’s Jury table. The

number one spot is a familiar home for the J. Walter Thompson ads, which

invariably make it to the top spot whenever they appear on TV.



This month is no exception. The Andrex ad scored above six across the

board, peaking with the over-55s who gave it a loyal 7.2.



Coming a very close second is the Renault Clio ’size does matter’ spot

from Publicis, which proved to be a firm favourite with men, who gave it

its highest score of 6.6.



Also making it on to the podium this month is a brand new execution from

Abbott Mead Vickers BBDO for the Volvo S40.



The ad shows a change of direction in the model’s advertising to focus

on speed rather than the familiar safety factor. This proved proved

popular with men aged 16-34, contributing to an overall score of

5.7.



The star of the ad, a schoolboy who draws everything as if he has seen

it through the window of a speeding car, also proved a hit with the

women, who gave the work a score of 5.6.



The popularity of the supermodel, Claudia Schiffer, seems to be waning

as her performance in the Citroen Xsara spot from Euro RSCG Wnek Gosper

totted up a mediocre 5.2. The jury’s male and female voters, as well as

its two younger age categories, all agreed on the score.



Grey’s spot for Nokia just missed out on the top three with 5.5 but

still managed to outshine the competition from BMP DDB’s Vodafone ad,

which managed to scrape just 5.0.



Leo Burnett’s kung fu spoof for the McDonald’s Chinese promotion nestled

mid-table with an honourable 5.1, but secured the highest recall rate

among jurors, with 68 per cent of those asked remembering it. However,

the over-55s were less impressed, giving the ad a score of only 4.3.



Several magazine titles appeared on the table this month. PC Ace came in

highest at 4.8.



Languishing at the wrong end of the table is Brightstar’s Animal, which

scored a worrying recall rate of just 2 per cent and a score of only

4.3.



Sharing the same ranking is Publicis’s ad for the MFI sale, now a

familiar sight at the bottom of the pile.



Bringing up the rear is Eaglemoss’s Having a Baby magazine, which rarely

managed to squeeze more than four points out of any of the jurors and

also scored low on recall, with just 6 per cent remembering it.



The Taylor Nelson Sofres phonebus carried out the interviews from 18 to

20 February, with a cross-section of 1,000 adults.



TOP 20 ADS

Rank  Ad campaign               Agency                            Points

1     Andrex                    J. Walter Thompson                   6.5

2     Renault Clio              Publicis                             6.4

3     Volvo                     Abbott Mead Vickers BBDO             5.7

4     Nokia                     Grey                                 5.5

5     BT Soho                   Abbott Mead Vickers BBDO             5.4

6     Thomas Cook               TBWA GGT Simons Palmer               5.3

7=    Bupa                      WCRS                                 5.2

7=    Bauer Enjoy               Mustoe Merriman Herring Levy         5.2

7=    Citroen Xsara             Euro RSCG Wnek Gosper                5.2

10=   McDonald’s Chinese        Leo Burnett                          5.1

10=   Percy’s Park              in-house                             5.1

12    Vodafone                  BMP DDB                              5.0

13=   PC Ace                    in-house                             4.8

13=   Hewlett-Packard           Saatchi & Saatchi                    4.8

15=   That’s Life               Mustoe Merriman Herring Levy         4.4

15=   Camelot                   WCRS                                 4.4

15=   Royal Liver Assurance     Publicis                             4.4

18=   MFI Sale                  Publicis                             4.3

18=   Brightstar Animal         in-house                             4.3

20    Having a Baby magazine    in-house                             4.1

Source: Taylor Nelson Sofres

Tel: 0171-868 6688



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