CLOSE-UP: THE PEOPLE’S JURY; Gold Blend saga grips nation

This month’s poll reveals that people like ads to be cosy, Harriet Green writes

This month’s poll reveals that people like ads to be cosy, Harriet Green

writes



Will she, won’t she? Punters are gripped by the latest romantic twist in

the Gold Blend saga as glamorous mother advises dithering daughter not

to marry boring old James.



McCann-Erickson’s coffee spot tops this month’s table as the ad that

most warmed hearts among the People’s Jury (particularly among women).

It beat 19 other commercials surveyed this month, and was also the ad

most likely to encourage jurors to use the product - scoring an

impressive 56 per cent. Which perhaps goes to show that what the public

really loves is something cosy and familiar.



Each month, People’s Jury gauges public reaction to a selection of

mainstream ads, either new or recently back on air. Jurors give each a

mark out of ten: from one (did not like at all) to ten (loved). We then

rank the ads by their mean score (top table). The panel (right)

illustrates the five ads that convinced the biggest percentage that they

might buy the brand.



Not far behind Gold Blend was Ammirati Puris Lintas’s launch spot for

Peperami’s new turkey version, the Gobbler. The film, entitled

‘slapper’, sustains the broad humour of the original Peperami ads with a

raucous female character who whacks an oven-ready turkey on the rear and

shouts: ‘You don’t want to end up like your mother, do ya? Only

Christmas to look forward to?’



Euro RSCG Wnek Gosper’s racy commercial for the Peugeot 306 also scored

highly with 6.4 - impressive for a car ad. It features the erotic

memories of a mother and father, including a scene where they make love

in a car and get caught by a policeman, and another in which the wife

parades around in a red rubber outfit. Phew.



The rest of the car ads didn’t fare as well: the latest Renault Megane

‘it talks your language’ ad came tenth, Ogilvy and Mather’s Ford Probe

film (to be toned down after triggering epileptic fits) came 15th and

Saatchis’ Toyota Starlet spot came 16th.



The ‘ahh’ factor did well for Whiskas catfood. The mould-breaking ad

that shows cute cats refusing to live up to stereotypes was the first

commercial for Mars from M&C Saatchi since it joined the multinational

giant’s roster in May. Sharing joint fourth with M&C is Abbott Mead

Vickers BBDO’s new ad for Bisto, starring Julie Walters as ‘Yvonne’, a

daytime TV cookery presenter.



Howell Henry Chaldecott Lury’s epic new spot for Blackcurrant Tango,

featuring the manic, purple-shorted Ray Gardiner, also pleased the

punters (if not Tory MPs and ardent Francophiles with no sense of

humour). It came sixth.



Less popular were Yardley’s launch ad for its Baroque fragrance, which

shows the supermodel, Linda Evangelista, in an old-fashioned frock;

Grey’s new ad for Nokia mobile phones; and the bizarre Visa Delta ad by

Saatchi and Saatchi in which Mel Smith’s rock ’n’ roll star keeps saying

‘kerr-ching’.



Those who consider Ferrero Rocher’s ‘ambassador’s party’ ad a kitsch

masterpiece will be surprised to see how its follow-up has bombed. The

pan-Euro ad scored just 5.5, coming 14th. Chin up, though, Herr

Ambassador - 41 per cent of jurors said it had encouraged them to buy

the product.



Audience Selection carried out the telephone interviews between 25 and

27 October, selecting 1,000 adults who represent a cross-section of the

population by age, class, sex and geography.



------------------------------------------------------------------------

PROPENSITY TO BUY

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We asked the people’s jury whether the advertising was more likely to

encourage them to buy or use the product

Ad                    % likely to buy

Nescafe Gold Blend           56

Ferrero Rocher               41

Hovis                        36

Bisto                        34

Blackcurrant Tango           32

------------------------------------------------------------------------



------------------------------------------------------------------------

Selected ads: 4 November 1996

------------------------------------------------------------------------

Rank    Ad campaign                Agency                         Points

 1      Nescafe Gold Blend         McCann-Erickson                  7.0

 2      Peperami Gobbler           Ammirati Puris Lintas            6.5

 3      Peugeot 306                Euro RSCG Wnek Gosper            6.4

 4=     Whiskas                    M&C Saatchi                      6.3

 4=     Bisto                      Abbott Mead Vickers BBDO         6.3

 6      Blackcurrant Tango         Howell Henry Chaldecott Lury     6.2

 7=     Cussons Imperial Leather   GGT                              6.1

 7=     Hovis                      DMB&B                            6.1

 9      Volkswagen Golf            BMP DDB                          6.0

10      Renault Megane             Publicis                         5.9

11      Scottish Widows            Dewe Rogerson                    5.8

12=     Nissan Primera             TBWA                             5.6

12=     One-2-One                  Bartle Bogle Hegarty             5.6

14      Ferrero Rocher             Lansdown Conquest                5.5

15      Ford Probe                 Ogilvy and Mather                5.4

16      Toyota Starlet             Saatchi and Saatchi              5.2

17=     Yardley Baroque            Gotham                           5.1

17=     Nokia                      Grey London                      5.1

19=     Ericsson                   Young and Rubicam                5.0

19=     Visa Delta                 Saatchi and Saatchi              5.0

Source: Audience Selection. Further information and copies of the full

results are available. Tel 0171-608 3618

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