As any pop star will confirm, although topping the charts all year is
wonderful, that Christmas Number One is the all-important icing on the
Sadly for Camelot and Saatchi, which have headed Adwatch most of this
year, they spend the seasonal break stuck in number-two slot. It is BT
where the champagne corks will be popping this Christmas, as BDDH’s
‘Work smarter, not just harder’ campaign takes Adwatch honours for the
second week running. Not greatly loved by the ad and marketing industry,
this campaign is clearly cutting the mustard where it counts, which is
with the punters.
As is Safeway’s Harry, whose ABC card commercial keeps him in the
Yuletide top five, with Coca-Cola’s King Kong one place ahead in third
place and Kellogg’s Cornflakes one place behind.
Further down the table, O&M deserves a Christmas drink from Golden
Wonder, with two brands - Crisps and Nik-Naks - in 14th and 17th places
respectively. The Nik-Naks work comprises six five-second and two ten-
second commercials continuing the ‘They look... but they taste...’
BBH, the chaps who put sex into ice-cream with their Haagen Dazs
campaign, continue as the Masters of Raunch with Faberge Addiction in
the penultimate slot. The film links food and sex with imagery and the
‘feel-good-enough-to-eat’ line. Who needs mistletoe when there is
Addiction? Happy Christmas!
This article was first published on Marketing