NEWS: Universal McCanns’ study reveals Girlie Show a flop

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.

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

controversial debut.



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

commercial.’



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

Day?’



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.