Flat Eric ad secures most national press coverage over 1999

Bartle Bogle Hegarty’s Levi’s Sta-Prest commercials were the most written-about ads of 1999, gaining more national press coverage than any other campaign.

Bartle Bogle Hegarty’s Levi’s Sta-Prest commercials were the most

written-about ads of 1999, gaining more national press coverage than any

other campaign.



The Sta-Prest campaign attracted 21 picture stories, putting it at the

top of the ’Ads that make news’ survey, published quarterly by Propeller

Marketing Communications.



In second place was Sainsbury’s, which suffered negative publicity over

its ’Value to shout about’ campaign, starring John Cleese. The ads were

blamed for Sainsbury’s ill fortunes last year, when the chief executive,

Dino Adriano, said that although the campaign had improved customers’

perceptions of value, it had failed to increase its sales targets. The

campaign attracted 12 picture stories.



Oxo took third place with 11 stories after Van den Bergh Foods announced

plans to ditch the traditional Oxo family after 16 years and replace it

with a more contemporary approach.



The most advertising-friendly newspaper was The Telegraph, which devoted

61 stories to advertising in 1999.



Martin Loat, the managing director of Propeller, said: ’Over the years

ads have made news for brands by using celebrities to front their

campaigns. Levi’s gained the most coverage by creating its own celebrity

and building him up to become part of contemporary culture.’



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