HHCL and Partners’ film for Blackcurrant Tango has been chosen as
the ad of the decade in a survey of readers of Sky magazine.
The launch ad for Blackcurrant Tango, starring a spoof marketing
executive raging at a French exchange student who had written to
complain about the new flavour, pipped Levi’s ’spaceman’ to take the
accolade, when Sky’s readers were asked to vote for their icons of the
Levi’s and its agency, Bartle Bogle Hegarty, also took third place in
the top 20 with its 1995 ’boombastic’ ad. Nike recorded two entries,
with last year’s ’good vs evil’ spot in ninth place and the earlier ad,
showing a football being kicked from city to city, taking 13th
Five of the ads in the top 20 were for alcohol brands: Guinness at
number five, John Smith’s at number eight, Smirnoff at number 15,
Boddingtons at 18 and Holsten Pils at 19.
Readers of Sky’s March issue were asked to write in with their
nominations for the list, designed to mark the magazine’s tenth
anniversary. Around 5,000 readers responded to the survey.
The magazine’s readership profile is such that the results provide a
fairly accurate snapshot of the tastes of trend-conscious 18- to
24-year-olds, a sector generally considered to be advertising literate.
The readership splits roughly 40/60 women to men.
As well as judging ads, readers were asked to vote on the top TV
programme of the decade. Channel 4’s Friends took the top slot, followed
by the X-Files and BBC2’s spoof quiz show starring Vic Reeves and Bob
Mortimer, Shooting Stars, came third.