Magazine article Marketing

Inland Revenue Takes Top Spot in Irritating Ads of 2001: Financial Institutions Have Come off the Worst in Our Annual Survey of Annoying Ads

Magazine article Marketing

Inland Revenue Takes Top Spot in Irritating Ads of 2001: Financial Institutions Have Come off the Worst in Our Annual Survey of Annoying Ads

Article excerpt

It's that time of year again -- when marketers and agencies hide under their desks to escape appearing in Marketing's league of irritating ads. NOP surveyed 1000 people in December for Adwatch to find the most abrasive, aggravating, disturbing, infuriating, cheesy and annoying TV ads of the year.

The Inland Revenue's spot featuring Father Ted housekeeper-from-hell Mrs Doyle got the biggest thumbs-down of 2001. Exhorting viewers to 'go on, go on, go on', Mrs Doyle helped D'Arcy's creative idea gain a 39% irritation rate.

One of the major trends in this year's survey was the number of ads for financial institutions that wound up the general public. The Halifax's credit card ad by Delaney Lund Knox Warren, with Yvonne McBride singing to the tune of Livin' La Vida Loca, annoyed 31% of those surveyed.

Nat West's whingeing customers were hot on its heels and Standard Life's lip-synched babies continued to infuriate for a second consecutive year.

But a close second for 'category of shame' is shampoo advertising. Clairol's Herbal Essences ad, which depicts a female barrister loosening her tresses in a courtroom, may have made the actress orgasmic, but it failed to turn on consumers. …

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