It doesn’t come as much of a surprise when an Andrex ad takes the
number one spot in the People’s Jury. The public are consistent, if a
trifle predictable, in awarding the latest ad an impressive 7.1
However, this time the cutsey pups were forced to share the glory with
the latest Caffrey’s ad from WCRS, which also proved very popular with
Each month Campaign selects 20 brands with either new television ads or
old executions back on air, and asks two groups of 500 viewers what they
think of the work.
Those jurors who can remember each ad are asked to give it a mark, from
1 (hated) to 10 (loved). The mean scores are calculated and shown in the
table above. The panel (right) indicates the five brands our jurors said
they would be most likely to purchase or use, an urge not necessarily
related to the advertising.
FCB’s latest spot for Andrex has, of course, retained the loveable
puppies but has updated the work with a James Bond-style theme. The ad
was popular across the board with all jurors but scored its highest
rating with the over-55s, who awarded it a huge 7.8, closely followed by
a 7.7 from female viewers.
The latest Caffrey’s spot retains the familiar Irish theme,
concentrating on the cream ale’s smoothness. The ad is a continuation of
the ’strong words, softly spoken’ campaign. Its biggest fans were men,
both young and old, from the South of England, with viewers in these
categories awarding it 7.2 consistently.
Next, scoring 7.0 points, is the latest Walkers Crisps ad, yet again
starring the ex-England footballer, Gary Lineker. As part of the Walkers
50th birthday promotion, ’bear pile’ features Lineker surrounded by
Viewers are invited to collect ten tokens and send pounds 2.99 to
Walkers in return for their own personalised bear. This ad picked up its
highest rating from female jurors, who gave it a massive 7.3.
There is a big fall in scores to fourth position, shared by two very
different ads. The spots for Heinz Baked Bean Cuisine and the Citroen
Xantia, through Bates Dorland and Euro RSCG Wnek Gosper respectively,
gained 6.0 points each.
Unusually this month, five contenders, all advertising fmcg brands,
shared tenth place with 5.6 points.
Bringing up the rear this week is the new work for Mastercard. The ’big
apple’ and ’pink Cadillac’ spots, through Publicis, aim to position the
card as the consumer’s friend, using the endlines ’in your corner’ and
’on your side’. They share last place with Grey’s work for Nokia Mobile
Phones, scoring 5.1.
There was a certain logic to the propensity-to-buy table this month,
which was dominated by fmcg brands: Andrex (67 per cent), Walkers (66
per cent) and Heinz Baked Bean Cuisine (42 per cent) all made the top
Knorr Stock Cubes, which is not shown in the table, scored 37 per cent
alongside McCain Deep Pizza and Shredded Wheat.
The jury was also consistent in its estimation of the Nokia ad and
L’Oreal Elvive’s David Ginola spot - both scored badly on the propensity
to buy table, with 15 and 18 per cent respectively.
Audience Selection carried out the telephone interviews between 13 and
15 February, selecting 1,000 adults who represent a cross section of the
population by age, class, sex and geography.
SELECTED ADS: FEBRUARY 1998
Rk Ad campaign Agency Points
1= Andrex Foote Cone & Belding 7.1
1= Caffrey’s WCRS 7.1
3 Walkers Crisps BMP DDB 7.0
4= Heinz Baked Bean Cuisine Bates Dorland 6.0
4= Citroen Xantia Euro RSCG Wnek Gosper 6.0
6 Abbey National Euro RSCG Wnek Gosper 5.9
7= British Gas Trading BMP DDB 5.8
7= Somerfield Line and Price RPM3 5.8
9 Ready Brek Abbott Mead Vickers BBDO 5.7
10= Horlicks Grey 5.6
10= Shredded Wheat McCann-Erickson 5.6
10= Kellogg’s Rice Krispies Squares Leo Burnett 5.6
10= Knorr Stock Cubes BMP DDB 5.6
10= McCain Deep Pizza Bartle Bogle Hegarty 5.6
15 McDonald’s Money for Nothing Leo Burnett 5.5
16= Golden Wonder Pot Snacks HHCL & Partners 5.3
16= BT Value Plan Packages Abbott Mead Vickers 5.3
18 L’Oreal Elvive McCann-Erickson 5.2
19= Nokia Mobile Phones Grey 5.1
19= Mastercard Publicis 5.1
Source: Audience Selection. Further information and copies of the full
results are available. Tel 0171-608 3618
PROPENSITY TO BUY
We asked the people’s jury which of the brands featured in the poll they
were more likely to buy or use
Ad % likely
Walkers Crisps 66
Heinz Baked Bean Cuisine 42
McCain Deep Pizza 37
Shredded Wheat 37