As if proof were needed that irritating ads are often the most memorable, there are four brands that appear both in the Adwatch of the Year tables, and in the Top Ten Most Irritating Ads table for 2002, all compiled exclusively for Marketing by NOP.
Three of the four brands are retailers, and all rely on celebrities to praise their products. They were Sainsbury's for the Jamie Oliver ads by Abbott Mead Vickers BBDO, Argos for the Richard E Grant and Julia Sawalha ads by Euro RSCG Wnek Gosper, and Woolworths' Paul Kaye ads by Bates UK.
Topping the table for the most irritating ad of 2002 and the highest recall in any single week, the Lotto ads by WCRS feature Connolly's silly walks, manic facial expressions, and bizarre purple beard.
Although the £72m campaign, launched to publicise the rebranding of the National Lottery to Lotto, has been a huge success in terms of memorability, ticket sales have not benefited to the same extent.
There was a small lift in sales when the game relaunched on May 17. The draw pulled in sales of £55.2m compared with sales of £44.3m in the previous Saturday's draw.
Camelot is replacing Connolly three months before the end of his contract with a new campaign, breaking on January 20. Shot in documentary-style, the ads will feature real recipients of Lottery money.
Commercial director Phil Smith said the campaign is being launched in response to public concern about where Lottery money goes. It will attempt to link the good causes element with information on a range of different games. He added he hopes the new strategy will run for 'several years'.
Adwatch of the Year, page 12
Most Irritating Ads, page 14.
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