CLOSE-UP: PEOPLE’S JURY - A thumbs-down from the jury. Only TBWA hit a six in this month’s dismal set of jury scores, Jenny Watts writes

The British public, and particularly the men, have thrown up a selection of surprisingly low scores in this month’s People’s Jury, demonstrating just how hard it is for advertisers to get it right.

The British public, and particularly the men, have thrown up a

selection of surprisingly low scores in this month’s People’s Jury,

demonstrating just how hard it is for advertisers to get it right.



The only high-scorer to buck the trend is TBWA GGT Simons Palmer’s

Cadbury’s Dairy Milk commercial. A window cleaner’s hapless attempts to

reach his luscious chocolate strikes a particular chord with the female

audience, who award it a 6.4. D’Arcy’s Mars Bar spot, in which a woman

languishes in a chair while barking orders at a subservient male,

receives a more abstemious 5.0.



Dotty, the interfering old biddy, has been passed over in favour of

another ancient relic, Dodo, in the latest Tesco spot from Lowe

Howard-Spink.



Dodo flies high in second place on 5.4, with women just as keen on the

blue cartoon as they were on Dotty’s blue rinse.



From one ancient mummy to another: the British Gas Trading spot set in

the catacombs of Egypt is another high performer in the table. BMP DDB’s

latest execution is a particular hit with the over-55s, who awarded it

5.6.



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

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



A young man’s covert attempts to ingratiate himself with the woman of

his dreams have proved a hit for Bartle Bogle Hegarty. The agency’s spot

for One 2 One has successfully wooed the target 16-34 age group, who

award it a 5.7.



Advertisers and consumers are clearly preoccupied with financial matters

this month. Alan Davies continues to charm with his no-frills approach

in the Euro RSCG Wnek Gosper spot for Abbey National, which receives a

5.2, tying in third with the Bates Halifax spot. Standard Life’s talking

toddler notched up an overall score of 4.6, although northerners are

slightly less inclined to coo over his cuteness - they award him a 4.0

compared with the southerners’ 4.9.



Women continue to confound the old DIY stereotype by showing a far

greater interest in home improvements than their male counterparts. The

B&Q spot from Bates is a case in point, with women voting it a 5.8

compared with men’s 4.6.



Now to our questions. Despite all the column inches devoted to the

benefits of organic food, only 36 per cent of those questioned are more

likely to shop in a supermarket offering a wide selection.



And judging by the schisms that continue to divide the Conservative

Party, it’s perhaps no surprise to see that 67 per cent of the

respondents do not believe advertising can help them win back power.



Audience Selection carried out the interviews from 8 to 10 October with

a cross-section of 1,000 adults.





LEADING QUESTIONS

                                                       Yes   No   Don’t

                                                                   know

Q1: Are you mokre likely to shop in a supermarket

    that offers a wide range of organic food?          36%  63%      1%

Q2: Can advertising help the Conservative Party

    back into power?                                   29%  67%      4%

TOP 20 ADS

Rank   Ad campaign                 Agency                         Points

1      Cadbury’s Dairy Milk        TBWA GGT Simons Palmer            6.1

2      Tesco ’Dodo’                Lowe Howard-Spink                 5.4

3=     Abbey National Pensions     Euro RSCG Wnek Gosper             5.2

3=     B&Q                         Bates UK                          5.2

3=     Halifax Mortgage            Bates UK                          5.2

3=     Take A Break                Mustoe Merriman Herring Levy      5.2

7      Mercury One 2 One           Bartle Bogle Hegarty              5.1

8      Mars Bar                    D’Arcy                            5.0

9=     British Gas Trading         BMP DDB                           4.9

9=     COI Action 2000             Abbott Mead Vickers BBDO          4.9

11     Sunworld                    Martin Tait Redheads              4.7

12=    Sky                         St Luke’s                         4.6

12=    Standard Life               The Leith Agency                  4.6

14     Cheltenham & Gloucester     Saatchi & Saatchi                 4.5

15=    Aldi Shopping Experience    Carney Richardson                 4.4

15=    Camelot                     WCRS                              4.4

15=    National Telephone Code

       Change                      J. Walter Thompson                4.4

18     MFI                         Publicis                          4.3

19     The Sun                     TBWA GGT Simons Palmer            4.0

20     Pharmaton Capsules          Duckworth Finn Grubb Waters       3.7

Source: Audience Selection. Tel: 0171-608 3618.



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