THE PEOPLE’S JURY: COI film gets message across - Harriet Green on how AMV moved TV viewers with its ’kill your speed’ safety ad

This month the People’s Jury was impressed by Abbott Mead Vickers BBDO’s powerful ’kill your speed’ spot for the Central Office of Information.

This month the People’s Jury was impressed by Abbott Mead Vickers

BBDO’s powerful ’kill your speed’ spot for the Central Office of

Information.



The film, not an obvious contender for favourite ad, scored a massive

7.9 points and beat some popular rivals.



Each month, the People’s Jury gauges public reaction to a selection of

mainstream ads, either new or back on air. Jurors give each a mark out

of ten, from one (did not like at all) to ten (loved). We then rank the

ads by their mean score (top table). The panel (right) indicates the

five brands our jurors would be most like to buy or use - an impulse not

necessarily related to the advertising.



The ’kill your speed’ spot, which features home video footage of

children who have been killed in car accidents, won a massive 7.9

points, with 22 per cent of men and 30 per cent of women giving it the

maximum 10 marks.



The ad was popular right across the age range, but was marginally

better-liked by the 35-plus punters.



In second place, scoring a very healthy 7.2, was Bartle Bogle Hegarty’s

latest spoof for Boddingtons. The ad, a pastiche of Young & Rubicam’s

Pirelli film starring Carl Lewis, features an athlete chasing after an

ice-cream van in the desert. The ad was liked more by men than by women,

and by those aged 15 to 38.



The final episode in the Gold Blend saga made the third spot. Always

popular, especially with women, the McCann-Erickson campaign ended with

the heroine revealing that she has abandoned her wedding plans. In

fourth position was Saatchi & Saatchi’s ’environmentally friendly’ ad

for Anchor Butter, with a score of 6.6



DJ Cheezie, the animated star of Ammirati Puris Lintas’s launch spot for

the latest Peperami variant, came fifth. The ad is set in the studio of

a fictitious radio station where DJ Cheezie hosts the late-night Cheezie

Listening Hour. Peperami was closely followed by BBH’s Audi Quattro

film, showing a surreal encounter between the car and a hedgehog. The

BBH film was liked significantly more by men than women and by those in

the North.



Sharing seventh position were BMP DDB’s stylish film for Sony Mini Disc

and AMV’s latest spot for Pizza Hut starring the US heartthrob, Luke

Perry.



Vauxhall has yet to make a strong impact with its first campaign for the

Corsa since it dropped Ruby Wax. The ad, by Lowe Howard-Spink, which

features the car in a threatening environment, made ninth place. Also

disappointing was J. Walter Thompson’s launch spot for the Boots

Advantage Card, which scored just 5.8, and AMV’s glossy film for

Sainsbury’s Homebase, which came in 11th place.



DMB&B’s first work for the newly merged Lloyds-TSB scored a measly

5.4.



Saatchis’ extravagant film for Cheltenham & Gloucester, showing a young

boy helping a yeti escape a band of marauding hunters, scored 5.2.



There was a certain logic to the propensity to buy table this month with

the second, third and fourth favourite ads coming top of the list.

Sainsbury’s Homebase shared joint third position with Boddingtons, while

the COI Inland Revenue shared fifth place with Macleans Whitening

toothpaste.



Audience Selection carried out the telephone interviews between 10 and

12 October selecting 1,000 adults who represent a cross section of the

population by age, class, sex and geography.





SELECTED ADS: OCTOBER 1997

RANK   AD CAMPAIGN                  AGENCY                        POINTS

1      COI Kill Your Speed          Abbott Mead Vickers BBDO         7.9

2      Boddingtons                  Bartle Bogle Hegarty             7.2

3      Nescafe Gold Blend           McCann-Erickson                  6.7

4      Anchor Butter                Saatchi & Saatchi                6.6

5      Peperami Cheezie             Ammirati Puris Lintas            6.4

6      Audi Quattro                 Bartle Bogle Hegarty             6.3

7=     Sony Mini Disc               BMP DDB                          6.2

7=     Pizza Hut Sicilian           Abbott Mead Vickers BBDO         6.2

9      Vauxhall Corsa               Lowe Howard-Spink                6.0

10     Boots Advantage Card         J. Walter Thompson               5.8

11=    Sainsbury’s Homebase         Abbott Mead Vickers BBDO         5.6

11=    Macleans Whitening           Grey Advertising                 5.6

11=    Esso Pricewatch              McCann-Erickson                  5.6

14=    COI Inland Revenue           Leagas Shafron Davis             5.5

14=    Meat and Livestock Lamb      BMP DDB                          5.5

16=    Lloyds-TSB                   DMB&B                            5.4

16=    Ericsson                     Young & Rubicam                  5.4

18     Cheltenham & Gloucester      Saatchi & Saatchi                5.2

19     Everest                      J. Walter Thompson               5.1

20     PC World                     M&C Saatchi                      5.0

Source: Audience Selection. Further information and copies of the full

results are available. Tel 0171-608 3618.