CLOSE-UP: Skoda is not a joke anymore - Fallons’ spot for the Czech car maker was the public’s favourite
By CLAIRE COZENS, campaignlive.co.uk, Friday, 28 April 2000 12:00AM
It’s official. Skoda has finally shaken off its image as the car that launched a thousand jokes. After endorsing the Czech car maker last month by saying that advertising could persuade them it was a quality car brand, our People’s Jury this month voted the Skoda campaign its favourite.
It’s official. Skoda has finally shaken off its image as the car
that launched a thousand jokes. After endorsing the Czech car maker last
month by saying that advertising could persuade them it was a quality
car brand, our People’s Jury this month voted the Skoda campaign its
Fallon McElligott’s campaign takes a humorous look at the gulf between
people’s perceptions of Skoda and the reality, with one ad featuring a
visiting dignitary being taken around a car factory. He reacts to the
finished model with fulsome praise, only to remark: ’I hear you make
those funny little Skoda thingy cars here as well.’
The ads scored well across all age groups with an average score of 6.8,
and proved particularly popular among men, who gave it a 7.1.
The only other car ad to appear in People’s Jury was the Fiat Brava
campaign in which a family heads off on holiday in the car, leaving one
of the children behind. The ad scored 5.9 points, putting it in joint
fifth place with Mother’s wacky Trebor Mighty Mints ads.
Comedy proved a popular choice this month, with Abbott Mead Vickers
BBDO’s ads for Dulux taking second place with a score of 6.6. The
tongue-in-cheek ad is set in a former lap dancing club in Amsterdam and
features a couple frantically redecorating their new home before a
parental visit. The ad proved universally popular in spite of its racy
The Easter craze for DIY also helped Sainsbury’s Homebase, another AMV
client, to a healthy 5.6 points, putting it in joint 11th place. The
campaign - which features the Men Behaving Badly stars Neil Morrissey
and Lesley Ash - proved most popular among women, who gave it a 5.9.
But the popularity of home improvement failed to lift Publicis’ MFI
campaign - a regular at the bottom end of the table. The ads shared this
month’s people’s turkey with BMP DDB’s ONdigital ads. The two took joint
last place, each scoring just five points.
Finally, our two questions. BMW’s decision to sell Rover does not seem
to worry our car-driving jurors. Asked whether the BMW sell-off had put
them off buying a Rover, 70 per cent said no.
The issue of whether advertising is responsible for creating a ’culture
of thinness’ has hit the headlines once again with the news that the
Government is planning a summit to address the problem.
Most of our jury felt that the women featured in advertising are too
thin. Unsurprisingly, women were more prepared to come out against
scrawny models, with 65 per cent answering yes against only 48 per cent
The Taylor Nelson Sofres phonebus surveyed 1,000 adults on the weekend
of 14-16 April.
TOP 20 ADS
Rank Ad campaign Agency Points
1 Skoda Fallon McElligott 6.8
2 Dulux Abbott Mead Vickers BBDO 6.6
3 VNU Computer Active In-house 6.5
4 Kellogg’s Crunchy J. Walter Thompson 6.3
5= Trebor Mighty Mints Mother 5.9
5= Fiat Brava D’Arcy 5.9
7= Persil J. Walter Thompson 5.8
7= Scottish Widows Citigate Albert Frank 5.8
9= Standard Life The Leith Agency 5.7
9= Sky Digital St Luke’s 5.7
11= Comet Saatchi & Saatchi 5.6
11= Sainsbury’s Homebase Abbott Mead Vickers BBDO 5.6
13 Johnson & Johnson BMP DDB 5.4
ROC Bio Active
14= BSkyB St Luke’s 5.3
14= Curry’s M&C Saatchi 5.3
16= NatWest.com TBWA GGT Simons Palmer 5.2
16= Organics Vital J. Walter Thompson 5.2
18 Novartis Overseas agencies 5.1
19= ONdigital BMP DDB 5.0
19= MFI Publicis 5.0
Source: Taylor Nelson Sofres Tel: (020) 7868 6688
This article was first published on campaignlive.co.uk
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