北京赛车pk10s such as "exclusively for everyone" and appearances from Ball and celebrities such as Julian Clary and Hugh Lawrie saw M&S top the annual Ads that Make the News survey, compiled by media PR specialist Propeller and Media Report Editorial. Last year, its ad featuring a naked woman who celebrates her "normalness" -- or her womanly curves -- by standing naked on a hill shouting "I'm normal" was the most-written-about ad in the national press of 2000.
Despite the September 11 terrorist attacks being widely tipped to bring the celebrity era to an end, four of the top five ads featured celebrities, including Coca-Cola and Pepsi, with rival popstars Christina Aguilera and Britney Spears, and Sainsbury's, with its Jamie Oliver spots.
Controversy continues to guarantee free PR exposure for advertisers, with BT's BT Anytime internet service and Tesco's controversy over price claims both seeing substantial coverage in the press.
According to the survey, sex was "less in evidence" during 2001. However, YSL's Opium ad, featuring a naked Sophie Dahl, continued to generate vast amounts of coverage, despite being launched in 2000. This is partly because it was the most complained about ad in the Advertising Standards Authority's history.
According to Nick Fitzherbert, a director at Propeller: "With the multitude of different media choices now available, advertisers increasingly need to go much further than simply create a great ad for a medium such as TV or posters. In this tough new environment, ads need to work harder and advertisers are putting more reliance than ever on the old standby of celebrities."
Top placed ads for 2001
1. Marks & Spencer "Exclusively for everyone"/Zoe Ball and celebrities
2. Coca-Cola Ongoing brand activity and celebrity ads
3. Tesco Controversy over price claims
4. Sainsbury's Jamie Oliver campaign
5. Pepsi Ongoing brand activity including celebrity ads
6. BT BT Anytime
7. Labour Party General Election
8= Conservative Party General Election
8= Opium Sophie Dahl
10= French Connection FCUK
10= Guinness Ongoing TV campaign
12. Walkers Gary Lineker
13. Halifax 北京赛车pk10 fronted by Halifax staff
14. Royal Mail Elton John
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