118 118 Runners Finish First In Ads That Make News Survey
The Number’s high profile 118 118 campaign featuring two seventies-style long distance runners was the most written about ad in the UK national press last month, according to the latest Ads That Make News survey from Propeller Communications.
The study shows that the ads, created by WCRS to publicise the new directory enquiries service, have clearly struck a chord with consumers. The campaign has gained widespread word-of-mouth and has taken up more column inches than any of its rivals, with the two 118 118 runners achieving cult status.
Martin Loat, director of Propeller Communications, commented: “The 118 118 runners are a perfect example of how an ad campaign can be extended outside of the advertising and into ambient and editorial media. The paid-for ads cleverly created two popular characters who are now recognisable as brand ambassadors wherever they pop up.”
He added: “We’ve seen reports of the runners taking part in all kinds of publicity stunts appearing at Wimbledon and Test Matches, for example, and even of people dressing up to look like them for fun. These two quirky figures have come to mean something off, as well as on screen.”
Second place went to the latest Abbott Mead Vickers BBDO ad for Walkers Crisps, which featured Gary Lineker. The BBC sports presenter courted controversy after responding to criticism of his endorsement of the product with the suggestion that parents, rather than food manufacturers, were responsible for childhood obesity.
Third place in the Ads That Make News Survey was shared by Jamie Oliver’s Sainsbury ads, Virgin Mobile’s aggressive anti-Orange campaign and a controversial TV commercial for the new Toyota Corolla.
The Toyota spot featured a group of men at a swingers’ party becoming anxious at the prospect of being paired off with a fat woman. It was deemed fatist and sexist by over 200 complaints to the Independent Television Commission.
Five ads shared sixth place in the survey, including the return of the classic Smash Martians and Victoria Beckham’s endorsement of American Clothing Label Roca Wear. Meanwhile, ads for Fosters featuring a beheaded bungee jumper, a Thompsons campaign for discounted holidays and Bacardi ad, which implied a link between sexual prowess and drinking also took their fair share of column inches.
The ASA recently refused to uphold complaints against Doritos crisps for on-pack promotion offering consumers free film rentals and cinema tickets (see ASA Refuses To Bag Walkers Crisps Over Film Promotion).
Propeller Communications: 0870 066 4608 www.propellercom.com
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