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