±±¾©Èü³µpk10

According to the Ads That Make News survey, 118 118 beat competition from FCUK and Ferrero Rocher to top the October poll. The survey is carried out by Propeller Communications and Durrants Media Monitoring, and measures the amount of coverage of individual ad campaigns in the national press.

The controversy began when 1970s runner David Bedford said that the ads, created by WCRS, used his image. Then two other runners, the twins Graham and Grenville Tuck, added to the controversy by saying that the campaign was based on them.

The Number, which runs the 118 118 service, has denied the claims, saying that agency had seen pictures of the US runner Steve Prefontaine, who died in 1975, but based the ads on a general 70s look.

Martin Loat, director of Propeller, said: "118 118 agency WCRS has this year created two instantly recognisable characters from a standing start. Much of their success is down to extensive editorial coverage for their ads. 118 118 has achieved the ultimate Ads That Make News accolade of securing a place in popular culture."

There were three campaigns tying for second spot: TBWA's Belgian Eurostar campaign, featuring an image that appeared to be Prince Charles crossed with Linford Christie; the new Ferrero Rocher campaign by Pubbliregia, where the ambassador turns out to be a woman; and FCUK's problems in the US over an ad campaign for scent.

In equal fifth place were the latest David Beckham campaign for Adidas -- the last before he cuts down on commercial commitments -- and a Virgin Trains ad banned by the Advertising Standards Authority. Also in fifth spot was the story that a radio ad for Sunny D had been banned after it compared the amount of vitamin C in two bowls of spinach with that of a glass of Sunny D.

The full list of As That Make News

1 118 118

2= FCUK

2= Eurostar

2= Ferrero Rocher

5= Adidas

5= Sunny D

5= Virgin Trains

8= EasyJet

8= Goldcrest Homes

8= Holsten Pils

8= Marks & Spencer

8= Sloggi

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .