What a contrary bunch the viewing public are. Only two weeks ago,
Ogilvy & Mather’s ’full mountie’ ad for Lucozade Low Calorie attracted
huge numbers of complaints to the Independent Television Commission for
being crude and offensive to overweight women (Campaign, 31 July).
The ad features Sandra and Tracey, based on the Fat Slags from Viz,
watching a male strip show. However, Campaign’s People’s Jury was far
The jurors loved the ad, giving it a hearty 6.7, with 15- to 34-year-
olds not surprisingly most enthused.
Every month, Campaign lists the 20 new ads with the highest
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).
Pepsi’s latest commercial from Abbott Mead Vickers BBDO, featuring a
teenage girl unwittingly meeting her pop idols, Boyzone, came in second
place, narrowly beating its arch-rival, Coca-Cola. And the Coke ad,
which shows ice cubes eagerly anticipating being splash-ed with the
fizzy drink, shared third slot with Safeway’s latest kid-in-a-trolley
film by Bates Dorland.
In the battle of the car giants, Publicis’s Renault Laguna spot -which
shows the geneticist, Steve Jones, waxing lyrical about the car’s
’evolution’ from race car to road car - pipped Ammirati Puris Lintas’s
Britpop commercial for the Rover 200. The latest spot in the Volkswagen
affordability campaign failed to wow our jury, coming in tenth place
with its latest creation featuring two men moving a piano down some
stairs. Similarly, the perky Seicento ad from DMB&B, featuring a little
girl running through a school corridor, came in 12th place with 5.5.
There was bad news for Thomson Directory which relaunched with a pounds
3 million TV campaign through the Barnett Williams Partnership. The ad
features a real cat, as opposed to the original cartoon version, which
has been digitally retouched to appear blue. It failed to impress the
punters, coming in 14th place.
And bad news too for the until now effortlessly cool Kate Moss. If you
want public acclaim, don’t appear in cheesy ads for L’Oreal Elvive
mouthing the line: ’Because I’m worth it.’ The ad came in 17th place,
scoring a dismal 5.0.
Now, on to our questions. Following the recent hoo-ha over the Babes in
the Wood cast refusing to associate themselves with Lil-lets, we thought
it worth gauging public reaction to sanpro ads as a genre. We asked
whether respondents were ever embarrassed watching these ads, to which
85 per cent of them answered ’no’.
We also decided to canvass opinion on the controversial commercial for
the Aids charity, Rubberstuffers, which features two men kissing and
caressing. Fifty five per cent of respondents said the ad should not be
shown, with just 39 per cent agreeing it should.
So the moral of this week’s People Jury is clear. Male strippers in a
Lucozade commercial, good. Gay men kissing, bad.
Audience Selection carried out the interviews by telephone between 31
July and 2 August with 1,000 adults from a representative cross-section
of the population.
TOP 20 ADS
Rank Ad campaign Agency Points
1 Lucozade Low Calorie Ogilvy & Mather 6.7
2 Pepsi Abbott Mead Vickers BBDO 6.6
3= Coca-Cola US agency 6.4
3= Safeway Bates Dorland 6.4
5 Renault Laguna Publicis 6.1
6 Rover APL 6.0
7= Mars Ice Cream DMB&B 5.9
7= Kodak Ultra Gold Ogilvy & Mather 5.9
7= Tesco Lowe Howard-Spink 5.9
10 VW Affordability BMP DDB 5.8
11 Hellmann’s Pourables Delaney Fletcher Bozell 5.7
12= Fiat Seicento DMB&B 5.5
12= Kellogg’s Just Right J. Walter Thompson 5.5
14= Persil Washing-up Liquid J. Walter Thompson 5.4
14= Special K J. Walter Thompson 5.4
14= Thomson Directories Barnett Williams Partnership 5.4
17= Reach Toothbrush McCann-Erickson 5.0
17= L’Oreal Elvive (Kate Moss) McCann-Erickson 5.0
19 Vodafone BMP DDB 4.5
20 MFI Publicis 4.3
Source: Audience Selection Tel: 0171-608 3618