Punter Appeal - Abbott Mead Vickers BBDO

In the first of a new series, Campaign asks the public to rate an agency's creative reel.

Met Police - Choose a different ending
Met Police - Choose a different ending

Poor Paul Whitehouse. As if being forced to go salsa dancing wasn't bad enough, his toe-tapping Aviva character has struggled to resonate with consumers, according to a OnePoll survey conducted for Campaign.

Indeed, Whitehouse's "Cuban heels" spot received an average score of just 4.9 out of 10 from respondents, who were judging the quality of the ad, how desirable it made the brand and how likely they'd be to share it with friends.

Thankfully for the agency behind the ad, Abbott Mead Vickers BBDO, the Aviva spot was the only campaign of ten made by the agency to score less than half marks.

Indeed, its work for the Metropolitan Police went down best with the public, justifying the Cannes judges' decision to award it last year's Direct Grand Prix.

Despite knife crime mainly being a younger issue, the campaign was well-liked across the age ranges - with the 18- to 24-year-old age bracket awarding it a similar score to those in the 55-plus age group.

In general, AMV BBDO's ads were preferred by females, with women awarding nine of the ten campaigns higher marks than their male counterparts.

The exception was Snickers, with men falling for Mr T. However, even with male backing, the Snickers spot struggled to make an impact - achieving an overall average mark of just 5.29.

The score meant Mr T lost out in popularity to Lionel Richie, who appeared in the Walkers Crunchy ad, which achieved an average score of 5.92. Richie was a hit with the 45- to 54-year-old age group, which scored the spot an average of 6.76, but not with the younger audience, with those in the 25- to 34-year-old age bracket only mustering up an average score of 5.76.

One man whose star continues to shine is Jamie Oliver, despite starring in Sainsbury's ads for more than ten years. The latest Christmas spot went down well with viewers, who awarded it a score of 5.93.

The agency's real celeb-fest, though - the Walkers "Sandwich" campaign featuring Frank Lampard, Pamela Anderson and Al Murray among others - did even better still, attaining an overall average score of 6.09.

Brand, Title of ad, Score

Met Police Choose a different ending - 6.45
Walkers Sandwich - 6.09
Sainsbury's Christmas - 5.93
Walkers Crunchy - 5.92
Heinz Beanz Containers - 5.75
Dept for Transport Named riders - 5.47
BT Silence - 5.40
Snickers Pool - 5.29
Doritos Guitar hero - 5.08
Aviva Cuban heels - 4.90

Source: OnePoll Research. Sample: 2,000 people (1,030 female, 970 male).
All ratings scored out of 10

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