CLOSE-UP: PEOPLE’S JURY: Underdog Rover gets support - The car maker shares the top spot with indomitable Tango

BMW’s rough treatment of Rover clearly stoked patriotic feelings in the People’s Jury this month. M&C Saatchi’s 007-style roulette wheel and pinball ads pulled in an impressive 6.1 score and proved particularly popular among the young, who gave them a 6.7.

BMW’s rough treatment of Rover clearly stoked patriotic feelings in

the People’s Jury this month. M&C Saatchi’s 007-style roulette wheel and

pinball ads pulled in an impressive 6.1 score and proved particularly

popular among the young, who gave them a 6.7.



This justifies Rover’s decision to keep the ads on air, but whether it

will be enough to save the Rover brand name once Alchemy takes over is

another matter.



Rover shares the top spot with another name causing controversy. The

Independent Television Commission may have pulled HHCL & Partners’ Tango

megaphone ad because of fears of copycat bullying by schoolchildren, but

the replacement proved it could also throw its weight around. The spot,

which features the rotund victim from the original ad in a mockery of

the ’nice’ behaviour required by the regulators, was most popular with

the 16- to 34-year-olds, who awarded it a 6.9, but over-55s gave it only

5.1.



Two tales of narrow escapes grabbed enough attention to share third

place.



Rainey Kelly Campbell Roalfe/Y&R’s Ford Focus ad, where a moose sees his

life flash before his eyes shared the honours with teaser ads for Lynx

Phoenix deodorant, in which a superhero rescues a lady in distress.

Lurking just below was HHCL’s sinister Judderman who forces chilly

peasants to down bottles of Metz.



Publicis’s Hewlett-Packard ads and TBWA GGT Simons Palmer’s Nissan

Almera campaign tied with the Judderman in fifth, pushing Lowe Lintas’

Birds Eye Fish and J. Walter Thompson’s Kellogg’s Cornflakes spots to

eighth, despite picking up respectable 5.7 scores. Most ads in the table

picked up high marks, with audiences giving a score of 5.6 to Euro RSCG

Wnek Gosper’s Claudia Schiffer ads for the Citroen Xsara.



However, such goodwill did nothing to help Eaglemoss Publishing, which

took up its customary position at the foot of the table, with the

usually generous over-55s awarding the in-house campaign an abysmal

2.0.



Leo Burnett’s demonstration of Beanie balancing grabbed 5.5 for the

McDonald’s promotion, enough to share 12th place with BMP’s confused

Scotsman Vodafone spot. Neil Morrissey confirmed his place in the middle

of the gender divide, with women awarding his Homebase-induced

overexcitement a flattering 5.6 and men offering an unimpressed 4.7.



Joining Eaglemoss in the relegation zone were Publicis’s MFI Sale spots,

Saatchi & Saatchi’s new Comet ad and TBWA’s NatWest cartoon showing

orange creatures fishing for the bank’s logo.



The Taylor Nelson Sofres phonebus surveyed 1,000 people on the weekend

of 17 to 19 March 2000.



TOP 20 ADS

Rank Ad campaign               Agency                             Points

1=   Rover R25                 M&C Saatchi                           6.1

1=   Tango                     HHCL & Partners                       6.1

3=   Ford Focus                Rainey Kelly Campbell Roalfe/Y&R      6.0

3=   Lynx Phoenix              Bartle Bogle Hegarty                  6.0

5=   Martini Metz              HHCL & Partners                       5.8

5=   Hewlett-Packard           Publicis                              5.8

5=   Nissan Almera             TBWA GGT Simons Palmer                5.8

8=   Birds Eye Simply Fish     Lowe Lintas                           5.7

8=   Kellogg’s Cornflakes      J. Walter Thompson                    5.7

10=  Impulse                   Ogilvy & Mather                       5.6

10=  Citroen Xsara 5 Door      Euro RSCG Wnek Gosper                 5.6

12=  McDonald’s Beanie         Leo Burnett                           5.5

12=  Vodafone pay as you go    BMP DDB                               5.5

12=  Nivea Soft                TBWA GGT Simons Palmer                5.5

15   Homebase                  Abbott Mead Vickers BBDO              5.2

16   Vauxhall Network Q        Lowe Lintas                           5.1

17=  NatWest ATM               TBWA GGT Simons Palmer                4.9

17=  Comet                     Saatchi & Saatchi                     4.9

19   MFI Sale                  Publicis                              4.5

20   Eaglemoss Dollies         In-house                              4.1

Source: Taylor Nelson Sofres Tel: 0171-868 6688



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