It must be spring. The first cricket of the season has been snowed
off, Everton are staging their annual dance on the Premier League’s
trapdoor, and car makers are jostling on TV for the attention of anybody
contemplating acquiring a set of nifty new wheels.
How else to explain the Ford Fiesta’s pole position (courtesy of Young &
Rubicam) in the latest People’s Jury, while the Vauxhall Vectra and
Renault Laguna ads, by Lowe Howard-Spink and Publicis respectively,
chase its exhaust pipe.
The weather also influenced the preferences expressed by the viewers
Campaign asks each month to score Britain’s 20 most watched ads. The
scores range from zero (a turkey) to ten (get the Cannes chairman on the
So it’s a commendable 6.0 for Y&R’s ad for Schweppes tonic water,
inspired no doubt by wistful thoughts of long evenings on the patio, G &
T in hand.
If the drinking threatens to get out of hand there’s always the sobering
thought of some seasonal decorating. But the 5.6 rating for the
Sainsbury’s Homebase ad featuring Neil Morrissey - who must be to home
decor what the Incredible Hulk is to ballroom dancing - must have more
to do with the halo effect of Men Behaving Badly than anything else.
Still on the subject of drink, there’s little hope that the Government’s
idea of putting ’health warnings’ on alcohol ads to curb teenage
drinking will have the desired result. Eighty-seven per cent of those
questioned say such warnings will have no effect on their booze-buying,
with only 11 per cent claiming it would make them cut back.
Tellingly, the figures are consistent irrespective of age, sex, class
and locality. To make matters worse for nannying New Labour, 16- to
34-year-olds are just as likely to ignore a health warning as older
It also looks like a rough landing for ET, Steven Spielberg’s friendly
alien, who has yet to regain our affections as he returns to front BT’s
new consumer campaign. A worrying 41 per cent of those questioned say
they don’t like the newly launched ’stay in touch’ advertising through
Abbott Mead Vickers BBDO, with only 31 per cent giving it the
It’s early days. The campaign is barely beyond the teaser stage and more
than a quarter of the jury members say they are still out. The
commercial in which ET makes his debut had not hit the screens at the
time of the survey - the alien may yet win through.
Audience Selection carried out telephone interviews between 23 and 25
April, with a cross-section of 1,000 adults.
TOP 20 ADS.
Rank Ad campaign Agency Points
1 Ford Fiesta Young & Rubicam 6.1
2= Vauxhall Vectra Lowe Howard-Spink 6.0
2= Renault Laguna Publicis 6.0
2= Schweppes Tonic Water Young & Rubicam 6.0
5= Sainsbury’s Homebase Abbott Mead Vickers BBDO 5.6
5= VNU ComputerActive Broadway Communications 5.6
5= Kellogg’s Choco Krispies Leo Burnett 5.6
5= Kwik-Fit Morgan Partnership 5.6
9= Pedigree Chum Crufts Grey 5.5
9= Jewsons Builders J. Walter Thompson 5.5
9= National Bingo WCRS 5.5
9= Dove Deodorant Ogilvy & Mather 5.5
9= McDonald’s McRib Leo Burnett 5.5
14 B&Q Easter Bates Dorland 5.4
15 Compaq BMP DDB 5.3
16 Schwarzkopf Boots Promotion J. Walter Thompson 5.2
17= Burger King Ammirati Puris Lintas 5.1
17= Cheltenham & Gloucester
Mortgages Saatchi & Saatchi 5.1
17= Comet Saatchi & Saatchi 5.1
20 DFS Furniture Grey 4.1
Source: Audience Selection
Tel: 0171-608 3618
Yes No Don’t
Q1 Do you think Government health warnings on 11% 87% 2%
alcohol will affect how much you buy?
Q2 Do you like the new British Telecom 31% 41% 28%
advertising featuring ET?