Propeller Marketing Communications published its latest ‘Ads That Make The News’ survey today. The survey shows that Trevor Beattie’s Wonderbra ads generated more coverage in the national newspapers than any other in the third quarter. Beattie is the creative director of BDDP GGT ad agency. The Wonderbra ads received twelve dedicated news stories in the nationals making it the winner of the survey for the second time in under a year.
The stripping Pretty Polly ads currently on display, and also by GGT, generated nine stories. The controversial FCUK series for French Connection (UK), yet again GGT’s, came in at ninth with five dedicated stories.
The survey reports that following the success of Beattie’s sexually-oriented ads other agencies seem to be following suit. Impulse’s aroused male in the art class is a recent example.
Martin Loat, managing director at Propeller says that since the start of the ‘Ads That Make The News’ survey they have uncovered three ‘vital’ ingredients for an ad to be covered by the media. These are, unsurprisingly, sex, controversy and celebrity.
National newspapers ran a total of 317 advertising stories in the third quarter of 1997 covering 190 campaigns. The Guardian ran the most with 71 stories.
Propeller Marketing Communications: 0171 636 6300
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