Over the past couple of years, the People’s Jury has revealed much
about the attitudes and tastes of the British public.
Taking the 20 most-watched new ads, we ask two groups of 500 viewers to
give each ad a mark out of ten, then list the average scores in
The process has given us ample proof of the country’s love affair with
animals, with high marks for everything from Andrex toilet tissue to
Penguin biscuits. We’ve seen that, despite the supposed ’advertising
literacy’ of late 90s culture, most people still believe what they read
in the papers. How else can you explain the popularity of heavily PR-led
campaigns for the Renault Clio, Nescafe Gold Blend or Pizza Hut?
This month, we have uncovered another fundamental truth: we are a nation
Let’s face it, if you live in a roof-terraced residence in Ladbroke
Grove, work in a creative department in Soho and have a burning desire
to end up on a podium in the Grosvenor House, the thought of working on
a chocolate account is not going to get your juices going. The rest of
us, however, would be salivating at the thought of all that free
And, without being unkind to the advertising, one suspects it’s really
the product that has propelled Cadbury’s Dairy Milk and Rowntree’s
Quality Street to first and third in the People’s Jury poll this
The latest Dairy Milk ads, billing the chocolate as ’the bar and a half’
for all sorts of ’situations and a half’, are highly polished and mildy
amusing. But would they have registered 6.7 if they’d been for any other
Even stronger evidence of chocolate bias is supplied by the 6.4 awarded
to the latest Rowntree’s Quality Street ad. A real creative tour de
force, this one, with its slick, contemporary fairground setting and
clever use of a fruit machine to introduce four new sweets in the
Quality Street range.
Good sense has prevailed and the real reason everyone loves Dulux ads
has not been jettisoned completely. The cuddly Old English sheepdog
remains one the strongest icons in British advertising - even when
relegated to the end frame, as it has been for the past year or so.
Below these three, the increasing likeability of the BT ads is reflected
at number four and seven, while Asda’s chief executive, Allan Leighton,
will be pleased to note that his self-proclaimed ’wallpaper’ ads are so
But Orange’s chief executive, Hans Snook, another of Campaign’s recent
Boardroom Players, will be disappointed to see the reaction to his
company’s switch to artistic, animated commercials.
Mark Booth, the Sky chief executive, may also be upset to find the
launch work for Sky Digital languishing at number 15. But if anyone at
Norwich Union is surprised by the low score given to its latest ad, then
they really are as out of touch as the ad suggests.
Our two topical questions both polled huge majorities. No, sponsorship
is not irritating. And no, no-one cares that cricket coverage won’t be
on the BBC anymore. Not as long as they’ve got a nice bit of chocolate
to hand, anyway.
And, talking of Pizza Hut with its ’rent-a-star’ approach, we’ve had
confirmation, that most ordinary people are obsessed with famous
Stand up, among others, Nicholas Lyndhurst (W. H. Smith), Jack Dee (John
Smith’s) and Prunella Scales (Tesco). Not so fast, Bruce Forsyth
(Courts) - it doesn’t always work.
Do you have a problem with cricket going from BBC to Channel 4?
Yes No Don’t know
14% 84% 2%
Does the company sponsorship of TV programmes bother you?
Yes No Don’t know
8% 91% 1%
TOP 20 ADS
Rank Ad campaign Agency Points
1 Cadbury’s Dairy Milk TBWA GGT Simons Palmer 6.7
2 Dulux Abbott Mead Vickers BBDO 6.5
3 Rowntree’s Quality Street Ammirati Puris Lintas 6.4
4 BT (Momentum) Abbott Mead Vickers BBDO 6.1
5 Duracell Ultra Abbott Mead Vickers BBDO 6.0
6= Asda Publicis 5.8
6= BT (Home Highway) Abbott Mead Vickers BBDO 5.8
8= British Gas BMP DDB 5.7
8= Skoda cars Creative Strategy 5.7
10= McCain’s Micro Chips DMB&B 5.6
10= Nivea Visage TBWA GGT Simons Palmer 5.6
12= Cheltenham & Gloucester Saatchi & Saatchi 5.5
12= Argos Ogilvy & Mather 5.5
12= Take A Break magazine Mustoe Merriman Herring Levy 5.5
15 Sky Digital M&C Saatchi 5.2
16= Comet Saatchi & Saatchi 5.0
16= Orange WCRS 5.0
16= Norwich Union Saatchi & Saatchi 5.0
19= MFI Publicis 4.9
19= Computer Active Broadway Communications 4.9
Source: Audience Selection
Tel: 0171-608 3618