The debate about whether or not a Peugeot commercial featured a gay kiss
has been the most popular advertising story in Britain’s national
newspapers this year.
Euro RSCG Wnek Gosper’s dramatic and controversial commercial for the
Peugeot 406 generated 19 national press stories, according to the latest
figures produced by Propeller Marketing Communications.
Levi’s came hard on the heels of the French car-maker with the Bartle
Bogle Hegarty ‘spaceman’ commercial starring the 16-year-old Russian
model, Kristina Semonovskia, and the chart-topping song from Babylon
Zoo, which resulted in 14 stories.
Saatchi and Saatchi’s raunchy Club 18-30 campaign won a new lease of
life with posters that thumbed their noses at the Advertising Standards
Authority by combining innocuous copylines with an invitation to look at
particular magazines to ‘see our real ads’.
Club 18-30 generated 13 stories and shared third place with McCann-
Erickson’s mould-breaking campaign for the Football Association. This
aimed to attract more women spectators to this summer’s European
championships with lines such as ‘How can I lie back and think of
England when Venables hasn’t finalised the squad’.
Ford had the dubious distinction of gaining fifth spot with the row over
the substitution of black faces for white ones in a brochure for eastern
Some 273 campaigns generated 539 stories in the national press between 1
January and 31 March, according to the survey. Most were in the
Independent which, after Today’s demise, has the greatest fascination
for stories about ads. It ran 95 in the first quarter of this year,
compared with the Daily Telegraph’s 73 and the Daily Mirror’s 48.
Martin Loat, Propeller’s managing director, said: ‘It goes to show what
strong communications value can be achieved on a tight budget, with some
suitable creative work and professional PR back-up.’