BT and Cadbury do battle as this month’s favourite ad. Harriet
We’ve scarcely got over the gluttony of Christmas and already the
People’s Jury is preparing for the chocolate madness of Easter.
Cadbury’s Creme Eggs tops this month’s ads table with an old favourite
given a new twist for 1997.
GGT’s work, starring George Dawes, the anarchic scoremaster of the BBC 2
quiz show, Shooting Stars, is Cadbury’s first new work for its Creme
Eggs in three years. The campaign continues the ’how do you eat yours?’
theme but moves it on with Dawes ’seeing’ the future as egg-shaped. The
ad was loved equally by men and women who gave it 6.9.
Each month, Campaign lets the People’s Jury loose on 20 mainstream
commercials, chosen at random, but all new or recently 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
shows the five ads that persuaded the highest percentage of consumers
that they might buy or use the brand.
BT, a regular favourite of the Jury, came second in this month’s survey
with a film promoting its Friends and Family offer. Abbott Mead Vickers
BBDO gave the viewers a welcome respite, replacing the wearisome Bob
Hoskins with a gathering of 11 former stars of the BBC soap, EastEnders.
The ad features Sharon taking advantage of BT’s generosity to get in
touch with old chums. So far, so good for the soap stars. Will Hugh
Laurie, the new face of BT, fare as well in future surveys?
Sharing third position were AMV’s celebration of Yellow Pages’ 30th
anniversary and Bates Dorland’s quirky campaign to promote Halifax’s
Three ads had to settle for fifth place - Dorlands’ ’fly-on-the wall’ ad
for Royal Mail stamps starring two Chinese chefs discussing the
ill-fated wives of King Henry VIII, Ammirati Puris Lintas’s film for
Rover Dealers in which a young executive attempts to cover up crashing
his boss’s car by buying a replacement, and Saatchi and Saatchi’s ad for
Tetley Bitter featuring the White Rabbit from Alice in Wonderland.
Four relatively impressive ads surprised us by appearing at the bottom
of the table, scarily near Collett Dickenson Pearce’s camp spots for
Courts (starring Bruce Forsyth in a dodgy judge’s wig). DMB&B’s
light-hearted ad for Burger King starring the mime artist, Barnaby
Stone, shared 15th place with Delaney Fletcher Bozell’s wacky spots for
Ambrosia’s single-serve pots. WCRS’s First Direct campaign, starring Bob
Mortimer on a merry-go-round, made a break from traditional bank ads but
failed to please the punters. It scored joint 17th with the infinitely
more creaky ’it’s an equitable life, Henry’ campaign from BST-BDDP.
As for the propensity to buy panel, it’s hard to tell precisely how much
the top five ads will stimulate purchase: only one of the five top
choices - a chocolate egg - could be described as a luxury. Most likely
was Royal Mail, picked by a massive 70 per cent of respondents. Second
was McCann-Erickson’s Post Office corporate commercial with 68 per cent
of voters, third Yellow Pages with 66 per cent, fourth Cadbury’s Creme
Eggs scoring 61 and fifth BT Friends and Family scoring 57.
Audience Selection carried out the telephone interviews between 31
January and 2 February with 1,000 adults who represent a cross-section
of the population by age, class, sex and geography.
Rank Ad Campaign Agency Points
1 Cadbury’s Creme Eggs GGT 6.9
2 BT Family and Friends Abbott Mead Vickers BBDO 6.7
3= Yellow Pages Abbott Mead Vickers BBDO 6.1
3= Halifax Bates Dorland 6.1
5= Royal Mail Bates Dorland 6.0
5= Rover Dealers Ammirati Puris Lintas 6.0
5= Tetley Bitter Saatchi and Saatchi 6.0
8= Lunn Poly WCRS 5.9
8= Nissan Micra TBWA 5.9
10 Post Office McCann-Erickson 5.8
11 Thomas Cook BST-BDDP 5.7
12 Going Places Collett Dickenson Pearce 5.6
13= Woolwich Ogilvy and Mather 5.5
13= Fiat Bravo DMB&B 5.5
15= Burger King DMB&B 5.3
15= Ambrosia Delaney Fletcher Bozell 5.3
17= First Direct WCRS 5.0
17= Equitable Life BST-BDDP 5.0
19 Pot Noodle Howell Henry Chaldecott Lury 4.9
20 Courts Collett Dickenson Pearce 4.7
Source: Audience Selection. Further information and copies of the full
results are available. Tel 0171-608 3618.