PEOPLE’S JURY/FAVOURITE ADS: Jury confounds the ’experts’ - Levi’s ad scores highly but rude bosses prove to be a turn-off

The People’s Jury this month proved just how wrong Campaign’s journalists can be. Our jurors continue to give the thumbs-up to Bartle Bogle Hegarty’s Levi’s work, a recent Campaign Turkey of the Week. But they are unimpressed by Martin Skinner, the abrasive star of TBWA GGT Simons Palmer’s COI Euro campaign, which was - yes - a Campaign Pick of the Week.

The People’s Jury this month proved just how wrong Campaign’s

journalists can be. Our jurors continue to give the thumbs-up to Bartle

Bogle Hegarty’s Levi’s work, a recent Campaign Turkey of the Week. But

they are unimpressed by Martin Skinner, the abrasive star of TBWA GGT

Simons Palmer’s COI Euro campaign, which was - yes - a Campaign Pick of

the Week.



Every month, Campaign lists the top 20 new ads with the highest ratings.

These are then put to our jury, who are asked to give each a mark out of

ten: from one (did not like at all) to ten (loved).



It was a hung jury this month, with three ads - CDP’s Honda commercial,

BBH’s Levi’s ad and the latest Rowntree’s Rolo commercial from J. Walter

Thompson - in joint first place on 6.6 points.



Perhaps surprisingly, the Levi’s ad proved particularly popular among

the over-55s, suggesting that the brand’s trendy image could be slipping

a little. But then, the Rowntree’s Rolo commercial starring the Lone

Ranger and his trusty steed, Silver, got its highest score among women

aged 55-plus, which just goes to show that there’s no accounting for

tastes.



Fourth place was shared by Tesco’s ’home alone’ ad from Lowe

Howard-Spink, starring a beleaguered Jane Horrocks and FCB’s Kleenex for

Men commercial, both of which scored a respectable 6.3 points. The

distinctly unmasculine Kleenex for Men ad, in which the three Kleenex

women discuss the virtues shared by men and tissues (’strong’, ’thick’,

’easy to pick up’) appealed to women more than men.



But the news was not so good for Vernons Lotteries, which launched its

latest football-based game, Vernons Easy Play, with a pounds 5 million

campaign through BMP DDB. The ads scored just 5.5 points overall. New

Vernons ads, featuring the footballer, Vinnie Jones, promise better.



TBWA’s Euro ad for the COI scored just 4.9 points, making it only

slightly more popular than this month’s lowest-scoring commercial, for

the Model Ship partwork magazine. Either the humour went over our

jurors’ heads or the bullying boss pastiche was just too close to

reality.



We asked two additional questions this month. After all the hype

surrounding the launch of digital television, we decided to check out

where the viewing public stood on the subject. Asked whether they

welcomed the arrival of digital television, more than a quarter of

respondents said they didn’t but 52 per cent said they did. Men in the

younger age group proved most enthusiastic, with 62 per cent of male

respondents and 70 per cent of 15- to 34-year-olds welcoming digital

TV.



Following a call for party political broadcasts to be shorter, we asked

our jurors whether they thought party political broadcasts should be

more like ads. A majority of 54 per cent agreed.



So the message from the people’s jury is clear: the viewing public wants

more television channels and less politics on them.



Audience Selection carried out the interviews by telephone between 25

September and 27 September with 1,000 adults from a representative

cross-section of the population.



LEADING QUESTIONS

                                     Yes      No   Don’t

                                                    know

Q1 Do you welcome the

arival of digital television?        52%     29%     19%

Q2 Should party political

broadcasts be more like adverst?     54%     40%      6%

TOP 20 ADS

Rank   Ad campaign                Agency                     Points

1=     Honda                      CDP                           6.6

1=     Levi Strauss & Co          Bartle Bogle Hegarty          6.6

1=     Rowntree’s Rolo            J. Walter Thompson            6.6

4=     Tesco                      Lowe Howard-Spink             6.3

4=     Kleenex for Men            FCB                           6.3

6      Vaseline Deodorant         McCann-Erickson               6.2

7      Amex Blue                  Ogilvy & Mather               6.1

8      Boots No7                  St Luke’s                     6.0

9=     Surf Liquid                Ammirati Puris Lintas         5.9

9=     Anchor So Soft             Saatchi & Saatchi             5.9

9=     McCain Home Fries          DMB&B                         5.9

12     Curry’s                    M&C Saatchi                   5.6

13=    McDonald’s Double Deluxe   Leo Burnett                   5.5

13=    Ribena Tooth Kind          Grey                          5.5

13=    Vernons Pools              BMP DDB                       5.5

16     Vision Express             Ammirati Puris Lintas         5.4

17=    Vodafone                   BMP DDB                       5.3

17=    PC World                   M&C Saatchi                   5.3

19     COI Euro Preparation       TBWA GGT Simons Palmer        4.9

20     Model Ship partwork        In-house                      4.3

Source: Audience Selection Tel: 0171-608 3618



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