Live TV’s 'Gazza and Diana' ad provokes most press stories

The Live TV ad that provoked the Queen’s anger by featuring a mock-up picture of Princess Diana kissing Paul Gascoigne was the most written-about campaign in Britain’s national newspapers during the past three months.

The Mirror Group’s cable channel ad generated 14 stories as a result of

the running battle between the Advertising Standards Authority, which

ordered Young and Rubicam’s work to be pulled, and Kelvin MacKenzie,

Mirror TV’s managing director, who branded the ASA ruling ‘arcane’

(Campaign, 13 April).

The row - and Gascoigne’s subsequent substitution by the former England

rugby captain, Will Carling - captured even more national press interest

than M&C Saatchi’s much-debated poster for the Tories, which used the

strapline: ‘Yes it hurt. Yes it worked.’

But the quarterly survey, carried out by Propeller Marketing

Communications, also revealed a continued tabloid obsession with TBWA’s

Wonderbra campaign and its model, Eva Herzigova.

According to the Propeller survey, 172 campaigns generated 364 stories

over the past 12 months, with ten campaigns accounting for 29 per cent

of all coverage.

The Independent continues to take the most interest in advertising

stories with 66 during the last quarter, followed by the Guardian (38)

and the Sun (30).