THIS WEEK: A case of head and shudders in TV’s ‘hated ads’

Television viewers would like to wash Head & Shoulders ads out of their

hair after Marketing’s annual survey of 500 people voted it the most

irritating ad on the box.

The ad shows a woman throwing away the hat that she wore to her

hairdresser to hide her dandruff. Half of those surveyed chose the ad as

the most annoying.

Two ads tied for second place: Visa Delta’s ‘Kerching’ campaign,

starring Mel Smith as an aging rock star, and the Fiat Bravo ad showing

two teenagers playing on their father’s computer - 40% voted them most

annoying.

Also in the top ten are Wash & Go (38%), Pantene (37%), Ferrero Rocher

(36%), BT’s Bob Hoskins, (33%), Eagle Star (31%), the new Ford Ka ads

(30%) and the Foster’s campaign telling drinkers to ‘Tickle it you

wrigglers’ (29%).

But Hoskins also helped BT score the top rating in this year’s IPA

Advertising Effectiveness Award, proving that an irritating ad can still

be a good one (see story below left).

Research carried out by NOP.

This article was first published on Marketing