Ad of the month: Australians enjoy seeing Ramsay ‘getting a bit of comeuppance’

Mumbrella’s sister title Encore today reveals Perfect Italiano’s Gordon Ramsay ad to be the ad of the month, according to a survey of the Australian public.

The ad, created by Clemenger BBDO Melbourne:

In the survey, conducted by research firm The Acid Test, using a representative panel provided by Pure Profile, 1,000 Australians were asked to choose their favourite ad from a shortlist of 16 ads. The Ramsay ad appealed to a broad range of demographics and based on comments from the panel Grant Bell from The Acid Test said: “Gordon Ramsay fans loved the ad. Ramsay haters (some of whose comments aren’t fit for print) enjoyed seeing him ‘getting a bit of comeuppance’.”

Each of the 1,000 respondents saw a random set of three ads and each ad was seen by an average of 188 people. The percentages below reflect the number of people that chose the ad as their favourite in the set.

THE SHORTLIST

#1 – Perfect Italiano – Clemenger BBDO Melbourne – 54 per cent

#2 – Subaru Forrester – Disciple – 46 per cent

#3 – Cadbury Joyville – Saatchi & Saatchi Sydney – 43 per cent

#4 – Thirsty Camel – Twenty20 Communications – 40 per cent

#5 – Schweppes – GPY&R Melbourne – 39 per cent

#6 – Yellowglen – The Monkeys – 37 per cent

#7 – Wrigley’s Extra – BBDO (US) – 37 per cent

#8 – McDonald’s Monopoly – DDB Sydney – 36 per cent

#9 – Cruskits – DDB Sydney – 35 per cent

#10 – Tim Tams – DDB Sydney – 34 per cent

#11 – iiNet – BWM – 33 per cent

#12 – MLA – Host – 36 per cent

#13 – Carlton Draught Clemenger BBDO Melbourne – 22 per cent

#14 – Coles Little Red Quote – Big Red – 20 per cent

#15 – Collingwood – Spike Creative – 17 per cent

#16 – iSelect – AJF Partnership – 17 per cent

Top three ads by demographic breakdown :

18-39

#1 – Perfect Italiano

#2 – Cadbury Joyville

#3 – Thirsty Camel

18-49

#1 – Perfect Italiano

#2 – Thirsty Camel

#3 – Cadbury Joyville

25-54

#1 – Perfect Italiano

#2 – Subaru Forrester

#3 – Thirsty Camel

With the support of:

Brooke Hemphill

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Comments: 2

Dabug 7 Mar 13

Love the Perfect Italiano ad (Well done Clems). But that Wrigley’s ad sucks. Where are the actual foods that people want to mask? And Antonio’s acting doesn’t really do it justice.

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Ben 7 Mar 13

The Ramsay one is excellent!

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