Harry Enfield won’t know whether to laugh or cry at this
sycophantic magazine’s latest People’s Jury results.
After the comedian’s outspoken remarks in support of the Equity strike
and in disdain of both Campaign and the advertising industry in the
Sunday Telegraph recently, he went on to appear - reluctantly, one
presumes - in a new Hula Hoops ad. Enfield was forced to perform, you
must understand, by the fact that he is locked into a long-term contract
with KP. And the bugger of it is, the ad’s a blinder. It’s working
wonders for those exploitative blood-suckers known as clients and may
even lead to those undeserving parasites known as creatives picking up
another award for something they didn’t originate! Any idea that it
might also line Harry’s pockets with yet more lovely lucre should be
In fact, good as the ad is, it’s far from the most popular winner of our
People’s Jury poll. Its 6.3 rating lags well behind the 7-plus score
usually required to land the top spot. Perhaps its lack of respect for
the monarchy - ’Oi! First! Naaaaoh!’ screams our hero at Her Majesty
Queen Elizabeth I - is to blame for a poor score of 4.9 among the
It’s a surefire hit with the 15-34 year-olds, though, who gave it
Each month, Campaign selects 20 brands that have new TV ads, or old
executions back on air, and asks two groups of 500 viewers what they
think of the advertising (ten brands per group). Those jurors who can
remember each ad give it a mark out of ten and we then rank the
commercials by their mean score (see table above). The panel (left)
indicates the five brands the jurors would be most likely to buy or
Never has a client’s decision to review his advertising business been
more justified by the People’s Jury than that of Chris Coote, the Courts
marketing director. Will Brucie get the boot? He certainly ought to if
the people’s voice counts for anything. While over-55s again bucked the
trend by giving the ads a semi-respectable 5.1, the rest of the
population thought it worth only 3.8 - the lowest score ever awarded by
the People’s Jury to a mainstream advertiser.
Then again, if we had been running this feature back in the early years
of the Ferrero Rocher campaign, it may have fared even worse. Now that
it has acquired cult status, however, its score is respectable - with
those wacky over-55s once again cocking a snook at the rest of us and
awarding it a massive 6.6.
Elsewhere, Bates Dorland’s magnum opus for the Halifax gets the
thumbs-up, as do two other campaigns adland has long derided: Nescafe
Gold Blend and Kellogg’s Cornflakes.
Both also feature prominently in the propensity-to-buy section. J.
Walter Thompson’s Kit Kat ad featuring a British football manager trying
to communicate with a squad of foreign players is another winner in both
the likeability and workability stakes. And, for further proof of the
power of popular advertising, Hula Hoops weighs in with a double whammy
of its own.
That only leaves BT, which - as you’d expect - is not the most popular
advertiser in the world, but is still a brand that’s central to most
people’s lives. Now there’s a challenge for the new Courts agency.
Audience Selection based these results on telephone interviews with
1,000 adults who represent a cross-section of the population by age,
class, sex and geography.
SELECTED ADS: MARCH 1998.
Rank Ad campaign Agency Points
1 KP Hula Hoops Publicis 6.3
2= The Halifax Bates Dorland 6.2
2= Nescafe Gold Blend McCann-Erickson 6.2
4 Kellogg’s Cornflakes J. Walter Thompson 6.1
5= Kit Kat J. Walter Thompson 6.0
5= Diet Pepsi Abbott Mead Vickers BBDO 6.0
7= Renault Megane Scenic McCann-Erickson 5.8
7= British Airways M&C Saatchi 5.8
9= Doritos Abbott Mead Vickers BBDO 5.7
9= Felix catfood BMP DDB 5.7
11 Mitsubishi Carisma RPM3 5.6
12= Ford Mondeo Ogilvy & Mather 5.5
12= Ferrero Rocher Canard 5.5
12= Thomson Holidays BMP DDB 5.5
15 BT Abbott Mead Vickers BBDO 5.4
16 Campbell’s Mushroom Soup Young & Rubicam 5.3
17 McCain Home Fries Poulters 5.1
18 McDonald’s McRib Leo Burnett 4.7
19 Lottery Instants Saatchi & Saatchi 4.5
20 Courts CDP 3.8
Source: Audience Selection. Further information and copies of the full
results are available. Tel 0171-608 3618.