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