Channel 4’s much-hyped new chat show for the modern woman, the Girlie
Show, was almost universally disliked by viewers and less than 10 per
cent intend to watch the show again this week.
According to research by Universal McCann, conducted among 465 viewers
of the programme, 40 per cent of women aged 16 to 24 felt that the show
was offensive to women, rising to 60 per cent for women over 35. All men
over the age of 35 who were questioned agreed that the show was
offensive to the opposite sex.
However, Saatchi and Saatchi took advantage of the new show and offered
younger male viewers a special Castlemaine XXXX ad to celebrate
Australia Day, which fell last Friday when the Girlie Show made its
Created in three days by the art director, Matt Ryan and the copywriter,
John Pallant, the ad is a reworking of Carlsberg-Tetley’s most
successful ad for Castlemaine, ‘storytellers’, in which a beefcake sheep
shearer turns a girl into a can of Castlemaine XXXX with a kiss, then
asks, ‘Got any sisters?’
The Australia day ad, which was produced in-house, opens as an unseen
group of Aussie lads, armed with ‘tinnies’, are fast-forwarding through
a series of commercials until they reach ‘storytellers’.
They watch the ad, commenting on it and cheering as the girl transforms
into a can of Castlemaine. The spot finishes with the XXXX endline: ‘On
Australia Day, Australians wouldn’t give a XXXX for any other
Clive Briscoe, marketing controller for Castlemaine XXXX, said:
‘Castlemaine ads are legendary and are renowned for their irreverent
Aussie humour. Who would give a XXXX for anything else on Australia
Saatchis’ account director on Castlemaine XXXX, Alon Hochdorf, said:
‘Storytellers’ is the strongest ad. This was a great chance to use the
agency’s creativity for our first TV one-off for the brand.’
Universal McCann’s audience research on the Girlie Show found that
around 20 per cent of viewers recalled some of the ads in the breaks,
Castlemaine XXXX being recalled most by men.