Magazine article Marketing

ADWATCH: 11 88 88 Answers the Call for Most Irritating Ad of 2003

Magazine article Marketing

ADWATCH: 11 88 88 Answers the Call for Most Irritating Ad of 2003

Article excerpt

Dancing numbers helped to get the service in people's heads, but also got on their nerves.

It's January again, and time for the only Adwatch of the year in which agencies and clients hope they don't get a mention, as NOP surveyed the TV viewing public to find the most abrasive, annoying, infuriating and cheesy ads of 2003.

Directory enquiries service 11 88 88, operated by Irish firm Conduit, has run away with the accolade of the most irritating ad of 2003, with a massive 60% of people annoyed by it.

The nerve-jangling singing and dancing numbers were designed to be intrusive, irritating and memorable, according to agency Euro RSCG Wnek Gosper Partners.

Job done: proving the marketing conundrum that recall and likeability don't always go hand in hand, the ad had the second-highest recall for a single week in Marketing's Adwatch of the Year (December 18, 2003).

Second in the irritating hall of fame, with 40%, is Specsavers. Its ad, produced in-house, took on the style of a talk show makeover.

In third place, with 38%, is the Marketing team's favourite: M&C Saatchi's ad for Currys featuring Linda Barker. …

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