CLOSE-UP: THE PEOPLE’S JURY; Popular spots do boost sales

People’s affection for ads affects their likelihood to buy, Harriet Green reports

People’s affection for ads affects their likelihood to buy, Harriet

Green reports



Advertising types may hate him, but Bob Hoskins is still popular with

viewers. Indeed, in the battle for audience affection, bubbly Hoskins is

rivalled only by a pile of car parts in this month’s Campaign survey of

viewer’s responses to new and re-released ads.



As usual, we selected 20 mainstream commercials and asked punters to

give each one a score out of ten (with ten the highest and one the

lowest score possible).



The two highest-scoring campaigns were Abbott Mead Vickers BBDO’s ‘it’s

good to talk’ campaign for BT and a newcomer, WCRS’s launch campaign for

the third-generation BMW 5 series. Both of them scored 6.1, the BT ad

being a favourite with women. Meanwhile, BMW stood out from the clutter

through a new commercial featuring a pile of gleaming car parts with a

highly metallic look inspired by the 20s photographer, Man Ray.



Another car ad to score well was Bartle Bogle Hegarty’s first TV work

for Audi’s A8 model, which compares the production of the aluminium-

framed Audi A8 to the design of the moon buggy once used by Nasa. It

scored 5.9, as did Ammirati Puris Lintas’s Fruit Pastilles ad, which is

a pastiche of the cartoon strip, the Numbskulls.



Carlsberg’s sponsorship of the Pub Cup, with a campaign showing footage

of amateur teams, pleased the punters. The commercial, which was created

by K Advertising, took fifth place with 5.8.



J. Walter Thompson’s last ad for Dulux also proved popular. The hound-

paints-house ad took sixth position (based on a score of 5.7), as did

the agency’s radically different work for Kellogg’s Corn Flakes. In this

wackier than usual commercial, members of a variety of bizarre clubs are

seen enjoying the cereal. Also in sixth place was Leo Burnett’s new

campaign for McVitie’s Ace Bars.



One surprise was the low score that Pepsi received. You might have

imagined that PepsiCo’s pounds 2 million campaign through BBDO New York

- which shows a selection of 20th-century icons - would have delighted

consumers. The campaign came 11th in our research with a score of 5.4.



Lower down the table, Ogilvy and Mather’s advertising for Ryvita failed

to impress consumers, scoring a mediocre 5.0. The spot shows a woman

stripping off in front of travellers at an airport.



JWT’s cable television ads starring Dawn French also attracted a low

score, with viewers giving the spots a meagre 4.9.



Near the bottom there were some obvious casualties. Lowe Howard-Spink

promoted the tacky true-story magazine, That’s Life, by showing a woman

who finds her husband in bed with her mother. MFI’s plug for a spring

sale, meanwhile, appears to have almost sent viewers to sleep.



But did affection for the ads make people more likely to consume the

product? In the case of BT, 61 per cent thought it did. Kellogg’s Corn

Flakes also did well on both fronts, scoring 57 per cent. Other

successes were Carlsberg Lager, Fruit Pastilles, Dulux and Pepsi. At the

bottom of the list was That’s Life (9 per cent), Audi (8 per cent) and

Cheltenham and Gloucester (6 per cent). MFI shoppers plainly don’t care

that its ads are dull - 10 per cent of them intend to shop there

anyway.



Audience Selection carried out the telephone interviews between 10 and

12 May, selecting 1,000 adults who represented a cross-section of the

population by age, class, sex and geography.



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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

BT                              61

Kellogg’s Corn Flakes           57

Carlsberg Lager                 37

Rowntree’s Fruit Pastilles      37

Dulux Once                      31

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



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

SELECTED ADS: 24 MAY 1996

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

Rank  Ad campaign                   Agency                      Points

 1=   BT                            Abbott Mead Vickers BBDO      6.1

 1=   BMW                           WCRS                          6.1

 3=   Rowntree’s Fruit Pastilles    Ammirati Puris Lintas         5.9

 3=   Audi A8                       Bartle Bogle Hegarty          5.9

 5    Carlsberg Lager               K Advertising                 5.8

 6=   Dulux Once                    J. Walter Thompson            5.7

 6=   McVitie’s Ace Bars            Leo Burnett                   5.7

 6=   Kellogg’s Corn Flakes         J. Walter Thompson            5.7

 9    Volkswagen Polo               BMP DDB                       5.6

10    Sure                          Ammirati Puris Lintas         5.5

11=   Utterly Butterly              DMB&B                         5.4

11=   Pepsi                         BBDO New York                 5.4

13    Cheltenham and Gloucester     K Advertising                 5.2

14=   IBM                           Ogilvy and Mather             5.1

14=   Goodfellas                    DDFH&B                        5.1

16    Ryvita                        Ogilvy and Mather             5.0

17=   Dove                          Ogilvy and Mather             4.9

17=   Cable TV                      J. Walter Thompson            4.9

19    That’s Life                   Lowe Howard-Spink             4.6

20    MFI Spring sale               Publicis                      4.5

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

results are available. Tel 0171-608 3618

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