PEOPLE’S JURY: Puppies score hit with public - Andrex’s cute ads saw off stiff competition from car makers, Jenny Watts says

Puppy power was back with a vengeance in this month’s People’s Jury. Ironically, in the month in which FCB lost the Andrex account, its ad proved a winner, with women and the over-55s particularly smitten.

Puppy power was back with a vengeance in this month’s People’s

Jury. Ironically, in the month in which FCB lost the Andrex account, its

ad proved a winner, with women and the over-55s particularly

smitten.



They awarded the Andrex ad 7.2 points out of ten, putting it head and

shoulders above the other entries. In fact, 15 per cent of those

questioned rated it ten out of ten - nearly double that of its closest

competitor. Further proof that animals are a winning formula was shown

by DMB&B’s quirky Whiskas campaign, which received a healthy score of

5.8.



There were five car ads in the top ten. Steering confidently into second

place, Dennis Hopper has proved a hit for Young & Rubicam in the Ford

Cougar ad. However, his iconic status had more effect on the younger

generation - scoring highest among the 16- to 34-year-olds - than on his

contemporaries within the over-55 bracket.



Parked alongside the Cougar in second place was the Fiat Punto

commercial. This ad, in which a woman passionately kisses a stranger in

front of her boyfriend in revenge for him ogling other women as she

drives, predictably got the thumbs up from women, who gave it a healthy

6.4. Curiously, the ad appealed more to those in the North - who gave it

a 6.5 - than to their Southern counterparts, who only managed a 5.8.



Ads promoting health goods received a warmer reception from the older

generation, with Saatchi & Saatchi’s So Good health drink apparently not

so good with the 16- to 34-year-olds. They rated it a 4.3 compared to

the 5.9 of the other age groups. This trend was repeated with DMB&B’s St

Ivel Shape yoghurt, with the 55+ group rating it highest at 5.8.



Despite the recent speculation in the press surrounding the John

Cleese-fronted Sainsbury’s campaign, it appears the public doesn’t blame

the ads for the slump in the supermarket’s fortunes.



When asked by Campaign about the ads, 70 per cent of the 16- to

34-year-olds questioned rallied to Cleese’s defence. The over-55s were

not so keen, with 51 per cent voting in favour of the campaign.



The vast majority of younger viewers also believe that Channel 5 should

be allowed to move its 7pm news bulletin to 5.30pm, with 74 per cent

voting in favour.



But support is again not so strong with the older generation, with only

41 per cent in favour.



Audience Selection carried out the telephone interviews between 26 and

28 February, selecting 1,000 adults from a representative cross-section

of the population.



TOP 20 ADS

Rank Ad campaign                Agency                            Points

1    Andrex                     Banks Hoggins O’Shea/FCB             6.8

2=   Ford Cougar                Young & Rubicam                      6.2

2=   Fiat Punto                 DMB&B                                6.2

4    Citroen Xsara Coupe        Euro RSCG Wnek Gosper                5.9

5=   Abbey National             Euro RSCG Wnek Gosper                5.8

5=   Whiskas                    DMB&B                                5.8

5=   Impulse                    Ammirati Puris Lintas                5.8

5=   BT Call Sign               Abbott Mead Vickers BBDO             5.8

5=   Toyota Avensis             Saatchi & Saatchi                    5.8

10=  Vauxhall Corsa             Lowe Howard-Spink                    5.5

10=  Heinz Mediterranean        Bates Dorland                        5.5

10=  Macleans Whitening         Grey                                 5.5

13   St Ivel Shape              DMB&B                                5.3

14=  So Good health drink       Saatchi & Saatchi                    5.2

14=  Mastercard                 Publicis                             5.2

16   Nivea Visage               TBWA GGT Simons Palmer               5.1

17   Douwe Egberts Caffinesse   Abbott Mead Vickers BBDO             5.0

18   McDonald’s Easy Cheese     Leo Burnett                          4.8

19   MFI                        Publicis                             4.7

20   DFS                        FCA!                                 3.9

Source: Audience Selection

Tel: 0171-608 3618

LEADING QUESTIONS

Q1 Is the John Cleese-fronted ad campaign to blame for the slump in

Sainsbury’s fortunes?

Yes         No          Don’t know

21%         63%         16%

Q2 Should Channel 5 be allowed to move its 7pm news bulletin to 5.30pm?

Yes         No          Don’t know

60%         15%         25%



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