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
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
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