PEOPLE’S JURY/FAVOURITE ADS: Woolworth’s has an Xmas hit - Women liked the ad, while Ambrosia did well among over-55s

The People’s Jury was already in a Christmas mood when we got to them this month, placing Woolworth’s - the only obviously seasonal commercial in the 20 listed - top of the tree.

The People’s Jury was already in a Christmas mood when we got to

them this month, placing Woolworth’s - the only obviously seasonal

commercial in the 20 listed - top of the tree.



The Woolworth’s ads, backed by a pounds 5 million spend, promote the

store once again as a ’winter wonderland’. The ad features Father

Christmas leaving Woollies to load up his sleigh. He sweeps across an

urban landscape magically transforming the boring gifts children have

been given into something a little more exciting. The ad was

particularly appreciated by women, who gave it 7.5 compared with 6.3

from the men. It was also preferred by jurors in the Midlands, who gave

it a resounding 7.6 compared with a less festive 6.5 from

Southerners.



Every month, Campaign lists the 20 new ads that score the highest TVR.

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

of ten.



Delaney Fletcher Bozell will be delighted with the performance of its

commercial for Ambrosia creamed rice, which made it to second place and

espouses the traditional virtues of the West Country. The quirky

50-second ad, which features a man riding a cow while singing the Pet

Shop Boys’ anthem, Go West, has clearly captured the public imagination.

The ad was more popular with our older jurors, landing 7.5 from the

over-55s compared with 6.0 from 15- to 34-year-olds.



Ford’s launch of the Focus, its replacement for the Escort, also pleased

our jurors, sharing 6.1 with George at Asda. The 60-second Focus

commercials are backed by the catchy, life-affirming track, You’ve Gotta

Be, by Des’ree and feature fashionable twenty- and thirtysomethings

refusing to accept second-best in their day to day lives. Young &

Rubicam, which became Ford’s lead agency shortly after winning the Focus

launch, can feel well-pleased with the campaign’s reception so far.



At the bottom of the table, Lowe Howard-Spink, the new agency for

Courts, might have a bone to pick with our jury. There was a time when

Bruce Forsyth playing an over-the-top judge performed well for Courts in

People’s Jury.



Lowes ditched Forsyth and instead created a series of tongue-in-cheek

ads starring the Fast Show’s Paul Shearer as a Roger Cook-style TV

investigator. The campaign is backed by a pounds 20 million spend.

Sadly, jurors in the 15- to 34-year-old group, who should have got the

joke, gave the ad one of the worst scores ever, a dismal 3.9.



Now on to our questions. We asked the jury whether they had a problem

with the binning of News at Ten in favour of an 11 o’clock bulletin. The

Independent Television Commission will be troubled to learn that 59 per

cent disapproved.



We also asked the jury if Rupert Murdoch should have been allowed to buy

Manchester United without investigations by the Department of Trade and

Industry. Fifty-eight per cent said no, with just 17 per cent in

Murdoch’s favour.



TOP 20 ADS

Rank  Ad campaign                 Agency                          Points

1     Woolworth’s                 Bates Dorland                      7.0

2     Ambrosia                    Delaney Fletcher Bozell            6.6

3=    Ford Focus                  Young & Rubicam                    6.1

3=    George at Asda              Publicis                           6.1

5     Asda stores                 Publicis                           6.0

6     Crosse & Blackwell          McCann-Erickson                    5.7

7     Knorr Soup Taste Breaks     BMP DDB                            5.6

8=    Gillette Mach 3             Abbott Mead Vickers BBDO           5.5

8=    Duracell Ultra              Ogilvy & Mather                    5.5

8=    IBM                         O&M                                5.5

11    Kingsmill Bread             Publicis                           5.4

12=   Glade candles               FCB                                5.3

12=   Nice ’n’ Easy               FCB                                5.3

14=   Douwe Egbert’s Cafinesse    Abbott Mead Vickers BBDO           5.1

14=   Comet Catalogue             Saatchi & Saatchi                  5.1

16    Laboratoire Garnier Movida  Publicis                           4.9

17    Comet Delivery              Saatchi & Saatchi                  4.8

18    MFI sale                    Publicis                           4.7

19    The Mirror                  M&C Saatchi                        4.6

20    Courts                      Lowe Howard-Spink                  4.5

Source: Audience Selection

Tel: 0171-608 3618



Audience Selection carried out the telephone interviews between 20 and

22 November, selecting 1,000 adults from a representative cross-section

of the population.



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