Close-Up: People’s Jury - Viewers fail to be impressed/Shreddies and Yellow Pages are top in a lacklustre poll, Francesca Newland writes

After all the flurry of Christmas and New Year advertising everything seems a bit flat, but consumers were unimpressed with the advertising industry’s first offerings of the new millennium.

After all the flurry of Christmas and New Year advertising

everything seems a bit flat, but consumers were unimpressed with the

advertising industry’s first offerings of the new millennium.

For the first time in months, Tesco has not spent enough to be included

in the league and was precluded from sitting anywhere in the top 20. Car

manufacturers too are conspicuous by their absence - they usually lurk

near the top in the popularity stakes.

So this month’s joint top scorers, McCann-Erickson’s ad for Shreddies

and Abbott Mead Vickers BBDO’s Yellow Pages work, scored distinctly flat

5.5s. Perhaps it’s time for some fresh executions.

AMV’s BT campaign starring ET came in third with an overall 5.4, while

Bartle Bogle Hegarty’s One2One star, Vinnie Jones, pulled in an average

score of 5.2. Jones was most popular among northerners, who gave him a

5.6, but the over-55s were far less indulgent, with a paltry 4.6.

Publicis’ work for MFI came bottom with a less-than-dazzling 4.1. It was

especially loathed in the south, where it was awarded 3.8, the lowest

score of all. But in some respects the blame can lie with the

unpopularity of the sector as a whole, because its rival, Courts, scored

only 4.2.

However, AMV’s treatment for Sainsbury’s Homebase did scrape 5.0.

Even the British obsession with pets was not enough to pull Lycos’

commercial, featuring a keen black Labrador, higher than a 5.2. The ads

were created in-house, so perhaps the company, which is advertising its

search engine, should consider hiring an advertising agency.

There may have been a flu epidemic raging over the weekend of the

survey, but that didn’t make the public particularly well-disposed

towards McCann-Erickson’s Strepsils commercial - it was awarded an

insignificant 5.0.

Even Star Trek’s Mr Spock seems to have lost his Vulcan appeal among our

respondents. They awarded Leonard Nimoy’s starring role in a Time

Computer ad by BDH TBWA a meagre 4.8.

And now for the questions. Perhaps surprisingly few - 23 per cent - of

respondents say adverse publicity about the Millennium Dome has put them

off visiting the attraction. Among them it is the 16- to 34-year-olds

who were the least keen to visit. People from the south and ABC1s were

the other two most reluctant groups.

Sixty-six per cent felt Richard Branson deserved his knighthood, 29 per

cent felt he didn’t and 5 per cent did not know what they thought.

Mostly ABC1s and over-55s supported the award.

Audience Selection carried out the interviews from 7 to 9 January with a

cross-section of 1,000 adults.


Rank   Ad campaign            Agency                     Points

1=     Shreddies              McCann-Erickson               5.5

1=     BT Yellow Pages        Abbott Mead Vickers BBDO      5.5

3      BT Call Stimulation    Abbott Mead Vickers BBDO      5.4

4=     One2One                Bartle Bogle Hegarty          5.2

4=     Lycos                  in-house                      5.2

6=     JMC Travel             TBWA GGT Simons Palmer        5.1

6=     Argos                  Ogilvy & Mather               5.1

8=     Strepsils              McCann-Erickson               5.0

8=     Sainsbury’s Homebase   Abbott Mead Vickers BBDO      5.0

10=    Blockbuster Video      TBWA GGT Simons Palmer        4.9

10=    Philips Philishave     D’Arcy                        4.9

12=    Mastercard             Publicis                      4.8

12=    Time Computers         BDH TBWA                      4.8

14     Curry’s January sale   M&C Saatchi                   4.7

15     KFC Tower Burger       Ogilvy & Mather               4.5

16     Camelot rollover       WCRS                          4.3

17=    Courts                 Lowe Lintas                   4.2

17=    Uno Upholstery         in-house                      4.2

17=    Magnet                 McCann-Erickson Manchester    4.2

20     MFI                    Publicis                      4.1

Source: Audience Selection Tel: 0171-608 3618

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