John Smith’s Tops Latest Ads That Make The News Survey
The return of beer brand John Smith’s to campaigns fronted by comic Peter Kay has proved a wise decision by the brewery, as its 30-second spots with a ‘no nonsense’ tagline have landed the top spot in the latest Ads That Make The News survey.
John Smith’s latest push builds on last year’s hugely popular ‘Ave it!’ campaign, with a parody of the now infamous ‘Daz Doorstep Challenge’ promotion of the 80s and 90s. The commercial sees Peter Kay accepting two boxes of ordinary powder for his premium brand and then shutting the door in interviewer Danny Baker’s face. The advert, created by TBWA\London, is a tongue-in-cheek take on Baker’s former advertising work with FMCG giant Procter & Gamble.
The Ads That Make News survey, produced by Propeller Communications and Durrants Media Monitoring, measures the volume of stories about individual advertising campaigns in the national press. The latest results show fast food stalwart McDonald’s receiving much press attention after its campaign for the new ‘Salad Plus’ range met widespread cynicism from journalists and the public alike.
| Ads That Made The News In June 2004 | |
| Rank | Advertiser |
| 1 | John Smith’s |
| 2 | McDonald’s |
| 3 | Nike |
| 4 | The Portman Group |
| 5 | Diadora |
| 5 | Slim-Fast |
| 7 | Bacardi |
| 8 | Guinness |
| 9 | Virgin Mobile |
| 10 | Barclaycard |
| Source: Propeller | |
Timed to coincide with Euro 2004 and a featuring host of sporting celebrities, Nike’s latest campaign became a popular choice among newspapers last month, securing third place for the sports brand.
Commenting on the results of the survey, Martin Loat, director of Propeller Communications said: “TBWA\London, Peter Kay and John Smith’s have built a highly popular and recognisable ‘no nonsense’ campaign. The latest ad demonstrates how deeply classic advertising is embedded in the popular consciousness: it parodies the Daz challenge ads that last ran when many John Smith’s drinkers were supping Tizer. Ad anoraks will note that Reebok receives as much branding in the commercial as John Smith’s itself.”
The last Ads That Make News Survey revealed that the ongoing controversy surrounding the role of fast food advertising in the growing obesity debate helped make Gary Lineker’s association the Walkers crisps the most written about ad in the UK national press during May (see Obesity Debate Helps Walkers Grab Most Headlines).
Propeller Communications: 0870 066 4608 07769 www.propellercom.com
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