THE PEOPLE’S JURY: Andrex pup proves appealing - John Owen reports on how viewers responded well to a cute message from FCB

When it comes to winning the hearts of the great British public, there’s no beating the Andrex puppy. J. Walter Thompson has handed the account to FCB since the last time the campaign was featured in the People’s Jury, but little else has changed: the new execution, in which a small boy falls off a toilet, is the people’s favourite ad of the month, just as JWT’s final effort for the client was in October of last year.

When it comes to winning the hearts of the great British public,

there’s no beating the Andrex puppy. J. Walter Thompson has handed the

account to FCB since the last time the campaign was featured in the

People’s Jury, but little else has changed: the new execution, in which

a small boy falls off a toilet, is the people’s favourite ad of the

month, just as JWT’s final effort for the client was in October of last

year.



However, JWT can take comfort for the loss of such a popular advertising

property in the highly creditable performance of its Colman’s Sauces ad,

starring a cuddly, but ultimately doomed pig. The lesson is clear: if

you want an appealing advertising campaign, stick a cute animal in it.

Even if it’s for a sauce that you eat with meat.



Each month, Campaign selects 20 brands that have new TV ads, or old

executions, back on air and asks two groups of 500 viewers what they

think of the advertising (ten brands per group). Those jurors who can

remember each ad give it a mark out of ten and we then rank the

commercials by their mean score (see table above). The panel (right)

indicates the five brands the jurors would be most likely to buy or

use.



It’s extremely unusual for the same ad to top both polls and completely

unheard of for the top two to be replicated - but that’s what’s happened

this month. A whopping 72 per cent of jurors said they would seriously

consider using Andrex in future, while 57 per cent said the same about

Colman’s Sauces. There’s hope for the pig, yet, though. Only 28 per cent

of the jurors quizzed about the British Meat and Livestock Commission ad

for pork mince said they would consider buying it. Sadly, however, they

didn’t say anything about not buying pork chops to eat with Colman’s

apple sauce. Sorry, pig.



The appeal of the Spice Girls seems to be on the wane. Ogilvy & Mather’s

Impulse Spice ad, in which the girls parade apparently naked in the

street (until the final shot reveals them to be wearing strapless tops

and, for reasons not explained, no shoes) scored only 5.7 with jurors.

Strangely, it was more popular with the over-55s, who gave it 6.0, than

with 15- to 34-year-olds, who thought it worth only 5.8. The miserable

cynics in the 35- to 54-year-old age group dismissed those flashing

eyes, bared shoulders and curling lips with a derisory 5.3.



This was the same score awarded to Ferrero Rocher’s celebrated

’ambassador’s party’ commercial. When Campaign broke the news earlier

this month that Ferrero was reviewing its advertising, there was talk of

mounting a campaign to save the ad that’s so bad it’s brilliant. It had

the second highest recall of the ads featured this month but, perhaps

not surprisingly, it polarised opinions.



Seven per cent of those who knew the ad gave it 10 out of 10 and 37 per

cent gave it seven or more; however, a further 12 per cent thought it

worth just 1 out of 10, with 38 per cent giving it 4 or less.



Young people who eschew the ad still like the product. The 15- to

34-year-olds gave the ad an average mark of only 4.2 (as opposed to 6.9

from the over-55s), but half of them said they were likely to buy the

product in the future. We reckon they really like the ad, too.



They’re just in denial.



Audience Selection carried out the telephone interviews between 7 and 9

November, selecting 1,000 adults who represent a cross section of the

population by age, class, sex and geography



SELECTED ADS: NOVEMBER 1997

Rank  Ad campaign                 Agency                         Points

1     Andrex toilet tissue        FCB                               7.3

2     Colman’s Sauces             J. Walter Thompson                6.7

3=    British Airways             M&C Saatchi                       6.4

3=    Saab 9-5                    Lowe Howard-Spink                 6.4

5     Johnson’s Pledge            FCB                               6.0

6     Sure                        Ammirati Puris Lintas             5.9

7=    Honda Civic                 CDP                               5.7

7=    Nurofen                     McCann-Erickson                   5.7

7=    Impulse Spice               Ogilvy & Mather                   5.7

7=    Royal Mail Business         Bates Dorland                     5.7

11    Old Spice Alternative       Euro RSCG Wnek Gosper             5.6

12=   British Gas Trading         BMP DDB                           5.4

12=   British Meat and Livestock  BMP DDB                           5.4

12=   NatWest credit cards        Bartle Bogle Hegarty              5.4

15=   Burger King double supreme  Ammirati Puris Lintas             5.3

15=   Comfort vitality            Ogilvy & Mather                   5.3

15=   Energy Saving Trust         Saatchi & Saatchi                 5.3

15=   Ferrero Rocher              Overseas agency                   5.3

19    Prudential                  Abbott Mead Vickers BBDO          5.1

20    The Times                   Rainey Kelly Campbell Roalfe      5.0

Source: Audience Selection. Further information and copies of the full

results are available. Tel 0171-608 3618



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