Tesco Tops Ad Controversy League

In the past it has been provocative stuff like Sophie Dahl’s nude Opium adverts which attracted the most newspaper coverage, but in this quarter’s Ads That Make News survey it was the more staid names of BT, Tesco and even the Church of England that proved to win most headlines.

Nick Fitzherbert, director of Propeller, which conducts the survey, said: “Controversy, sex and celebrities are all well established as methods to make your ads work that much harder and this has been recognised in the past by organisations such as charities, which usually have to work with a limited budget. Now we see both big brands and pillars of the establishment apparently adopting similar tactics.”

Tesco and BT were the top two brands in terms of press coverage of their advertising during the summer. Both were accused of making false claims and had complaints referred to the ASA, causing BT to withdraw its “Anytime” ads.

The next in the league of headline grabbing was more familiar in the shock tactics department- French Connection- which had to pull its “Fancy Conquering Uncharted Kingdom?” amidst accusations of encouraging paedophilia. Meanwhile the Church of England, fifth in line, caused media interest with advertising designed to appeal to youth by using calling cards in phone boxes and comparing the crucifixion to body piercing.

Celebrity pulling power was proved once more in the case of Liz Hurley, although perhaps not in the way that Estee Lauder would have preferred. The cosmetics giant’s decision to drop its “face” for a younger model gained it enough press coverage to put it at number seven.

Propeller Marketing Communications: 0207 636 6300 www.propellergroup.com

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