According to the Ads that Make News survey, compiled by Propeller Communications and Durrants Media Monitoring, the latest in the series of ads fronted by Kay beat McDonald's to be the most written about in the UK media last month.
The ad features Danny Baker, who appeared in the original Daz doorstop challenge. The twist comes as Kay, reprising his role as the laconic John Smith's-drinking northerner, immediately accepts the offer to switch his premium brand laundry powder for two packets of a cheaper brand.
Martin Loat, director of Propeller, said: "TBWA\London, Peter Kay and John Smith's have built a highly popular and recognisable 'no nonsense' campaign. The latest ad demonstrates how deeply classic advertising is embedded in the popular consciousness: it parodies the Daz challenge ads that last ran when many John Smith's drinkers were supping Tizer."
In the number two spot was McDonald's with the cynicism that greeted the advertising campaign for its new Salad Plus range. Thierry Henry's latest outing in the commercial world, this time promoting Nike, was at third place on the list as he battled a phantom opposition smashing furniture in a thrilling indoor kick-about.
The Portman Group, which campaigns for responsible drinking, found itself at the centre of a controversy over its latest campaign, which features chimpanzees, after complaints from animal rights groups, who said that it is irresponsible to use the animals in filming. The ad was created by M&C Saatchi, and the Portman Group has defended the shoot saying that animals' welfare was closely monitored.
Also in the papers for all the wrong reasons was Italian sports brand Diadora, which quickly withdrew and re-edited an advertising campaign after discovering that it featured footage from the 1985 Bradford Football stadium fire, in which 56 people died. Diadora apologised for the mistake, saying that the footage was included by accident in the campaign, which was meant to highlight the way football can bring people together.
Ads that Make News June
1 John Smith's doorstep challenge
2 McDonald's Salad Plus
3 Nike, starring Thierry Henry
4 The Portman Group, controversy over chimpanzees
5 Diadora, controversy over Bradford fire image
5 Slim-Fast, controversy over D-Day imagery
7 Bacardi signs Brazilian model Fernanda Diniz
8 Guinness reprising old ads
9 Virgin Mobile, controversy over Christina Aguilera
10 Barclaycard starring Jennifer Aniston
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .