The Spice Girls may yet be a big hit on the silver screen but
they’ve already proved a massive miss in TV ads. According to
Marketing’s Most Annoying Ad of the Year survey, the Girls’ ad for
Walkers Crisps irritated more viewers than any other.
Thirty-three per cent of the 1000 people surveyed by NOP don’t wannabe
reminded about the ad, suggesting that Girl Power has been over-used by
The film was created by BMP DDB and shows Gary Lineker tempted to taste
rival snacks by each of the Girls and rejecting them in favour of
The next biggest offender, named by 23% of those surveyed, was Bruce
Forsyth, who played a judge for furniture store Courts, highlighting the
retailer’s value for money in ads through CDP.
Other contenders were more equally placed. Prudential’s ’Man from the
Pru’ was booed by 5%, while Nissan’s Primera ads with Mr and Mrs Jones,
Cable & Wireless’s ’What can we do for you’ and Vision Express were all
named by 4%.
Also missing the mark were Elvive Shampoo, featuring Jennifer Anniston
(3%); Hugo Boss’s Hugo for Women perfume (2%); Weller’s sponsorship of
Friends (2%); and Michelob Beer 1%. Seventeen per cent were undecided.