After all the flurry of Christmas and New Year advertising
everything seems a bit flat, but consumers were unimpressed with the
advertising industry’s first offerings of the new millennium.
For the first time in months, Tesco has not spent enough to be included
in the league and was precluded from sitting anywhere in the top 20. Car
manufacturers too are conspicuous by their absence - they usually lurk
near the top in the popularity stakes.
So this month’s joint top scorers, McCann-Erickson’s ad for Shreddies
and Abbott Mead Vickers BBDO’s Yellow Pages work, scored distinctly flat
5.5s. Perhaps it’s time for some fresh executions.
AMV’s BT campaign starring ET came in third with an overall 5.4, while
Bartle Bogle Hegarty’s One2One star, Vinnie Jones, pulled in an average
score of 5.2. Jones was most popular among northerners, who gave him a
5.6, but the over-55s were far less indulgent, with a paltry 4.6.
Publicis’ work for MFI came bottom with a less-than-dazzling 4.1. It was
especially loathed in the south, where it was awarded 3.8, the lowest
score of all. But in some respects the blame can lie with the
unpopularity of the sector as a whole, because its rival, Courts, scored
However, AMV’s treatment for Sainsbury’s Homebase did scrape 5.0.
Even the British obsession with pets was not enough to pull Lycos’
commercial, featuring a keen black Labrador, higher than a 5.2. The ads
were created in-house, so perhaps the company, which is advertising its
search engine, should consider hiring an advertising agency.
There may have been a flu epidemic raging over the weekend of the
survey, but that didn’t make the public particularly well-disposed
towards McCann-Erickson’s Strepsils commercial - it was awarded an
Even Star Trek’s Mr Spock seems to have lost his Vulcan appeal among our
respondents. They awarded Leonard Nimoy’s starring role in a Time
Computer ad by BDH TBWA a meagre 4.8.
And now for the questions. Perhaps surprisingly few - 23 per cent - of
respondents say adverse publicity about the Millennium Dome has put them
off visiting the attraction. Among them it is the 16- to 34-year-olds
who were the least keen to visit. People from the south and ABC1s were
the other two most reluctant groups.
Sixty-six per cent felt Richard Branson deserved his knighthood, 29 per
cent felt he didn’t and 5 per cent did not know what they thought.
Mostly ABC1s and over-55s supported the award.
Audience Selection carried out the interviews from 7 to 9 January with a
cross-section of 1,000 adults.
TOP 20 ADS
Rank Ad campaign Agency Points
1= Shreddies McCann-Erickson 5.5
1= BT Yellow Pages Abbott Mead Vickers BBDO 5.5
3 BT Call Stimulation Abbott Mead Vickers BBDO 5.4
4= One2One Bartle Bogle Hegarty 5.2
4= Lycos in-house 5.2
6= JMC Travel TBWA GGT Simons Palmer 5.1
6= Argos Ogilvy & Mather 5.1
8= Strepsils McCann-Erickson 5.0
8= Sainsbury’s Homebase Abbott Mead Vickers BBDO 5.0
10= Blockbuster Video TBWA GGT Simons Palmer 4.9
10= Philips Philishave D’Arcy 4.9
12= Mastercard Publicis 4.8
12= Time Computers BDH TBWA 4.8
14 Curry’s January sale M&C Saatchi 4.7
15 KFC Tower Burger Ogilvy & Mather 4.5
16 Camelot rollover WCRS 4.3
17= Courts Lowe Lintas 4.2
17= Uno Upholstery in-house 4.2
17= Magnet McCann-Erickson Manchester 4.2
20 MFI Publicis 4.1
Source: Audience Selection Tel: 0171-608 3618