Lynx's rude giants hog the headlines

Bartle Bogle Hegarty's risque spot for Lynx deodorant, featuring giant naked figures painted on a Surrey field, was the UK' s most written-about ad in July.

An image of two female figures and one aroused male figure was painted on to a field in Surrey beneath them Gatwick flight path, emulating the style of Devon's Cerne Abbas Giant.

BBH's idea provoked protests from the local authority and from countryside campaigners. It drew coverage in the national press to become the most-written-about ad, according to the Ads That Make News survey, compiled by Propeller Communications and Durrants Media Monitoring.

In second place was Barclays' controversial TV ad featuring a man stung by a bee, whose face swells as he contorts and gets shot with a tranquilliser gun, also by BBH. The ad hit the headlines after 270 consumers complained that the spot mocked sufferers of the condition anaphylactic shock.

The Department of Health's racy anti-smoking campaign, by Abbott Mead Vickers BBDO and Kitcatt Nohr Alexander Shaw, was in third place.