Death Row Ads Top Controversy Poll

Benetton’s “Death Row” campaign gained more national newspaper coverage than any other advertising this year. Featuring convicted murderers awaiting execution, the advertising was the most talked about campaign in the three months to the end of March.

This is the result of the latest “Ads That Make News” survey by Propeller Communications. Advertising for charities featured strongly in the poll with shock tactics by Barnardo’s and the American Breast Cancer Fund placing them in second and third place.

The Barnardo’s ads, which featured a baby injecting heroin, caused so much outrage that the Committee of Advertising Practice urged media owners not to run them. The American Breast Cancer Fund used seductive models with mastectomy scars in its recent campaign.

Martin Loat, managing director of Propeller, said: “Whatever your personal opinion of these ads, a controversial ad campaign is an effective way of ensuring that advertising gets noticed…Controversy is a short cut to producing the sort of famous advertising that many clients want. Charities, such as Barnardo’s are often in a ideal position to achieve this due to the sensitivity of the issues they represent.”

French Connection’s FCUK campaign and Levi’s Twisted Jeans came in fourth and fifth place.

Propeller Marketing Communications: 020 7636 6300