There is one consolation for TV viewers as the World Cup nears its
end: they won’t have to endure any more Vauxhall bumper ads.
In an exclusive Marketing/NOP poll of 1000 consumers, Lowe
Howard-Spink’s idents supporting Vauxhall’s sponsorship of ITV’s
coverage were voted the most irritating World Cup-related TV campaign by
12% of viewers. Alan Shearer’s Eric Cantona take-off for McDonald’s,
created by Leo Burnett, came second. The third most irritating was Andy
Gray and the England team’s Snickers ad.
But Vauxhall and McDonald’s needn’t worry too much. When asked to name
their favourite World Cup ad, the highest proportion (15%) voted for
McDonald’s, with Vauxhall second (12%). The third most popular was
Nike’s ad featuring Ronaldo (11%).
David Beckham’s disastrous foul last week may have affected the
popularity of his Adidas ad. Viewers were relatively indifferent to it,
with 5% finding it the most irritating and 6% the most enjoyable. But
Ronaldo’s stock remains high, with just 1% giving his ad the thumbs
down.
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