Lottery Instants remains top Adwatch-dog this week, although it is
challenged by a string of personalities, including Renault Megane’s
talking car, the Inland Revenue’s cartoon Hector, Hula Hoops’ Harry
Enfield, Kenco’s Cherie Lunghi and, in third place, a real advertising
icon - Captain Birds Eye.
But two ladies, both in new campaigns, take centre stage. In sixth place
is Caroline Hook in Mrs Merton’s first advertising, and BMP DDB’s first
work for British Gas since the 1993 ‘in control’ campaign. The British
Gas Home Energy division now has competition which sells on a price
platform and this campaign stresses its additional services.
Unfortunately, for a company striving for a modern image, several of
these services are most used by the elderly, so BMP had to find a
vehicle which would appeal to the old without alienating the young. If
Mrs Merton didn’t exist they would have had to invent her.
The other leading lady is Yasmin Le Bon, whose campaign for Pantene,
through Grey, is number two with 68% recall. Le Bon has proved an
inspired choice for Pantene which, thanks to P&G determination and
dollars, has become the world’s leading hair care brand in just three
years. Its USP has always been ‘healthy hair’ and Le Bon made four films
for the relaunch six weeks ago. The response has been enormous - but we
suspect Mrs Merton will stick with Vosene.
This article was first published on Marketing