We may only be halfway through April, but 2024 has already seen its fair share of weird and wonderful attention-grabbing campaigns, set to live long in the memory.
Despite the advent of digital advertising and the increasing ‘skipability’ of online spots, the British public remains as keen as ever to interact with and enjoy traditional brand films.
From Pot Noodle’s immensely controversial ‘slurping ad’ by Adam&EveDDB to Andrex’s frankly bizarre ‘post-poo’ euphoria spot – it’s safe to say Britain’s love-hate relationship with advertising is alive and kicking.
Speaking to System 1’s head of communications Jess Messenger and marketing expert Danny Denhard, Marketing Beat breaks down 2024’s most talked-about ads so far…
‘Nothing Satisfies Like a Pot Noodle’ – Adam&EveDDB
This spot has without a doubt generated the most buzz out of any ads released on the British market in 2024, proving incredibly divisive.
Centred around the delighted (if elongated) slurping sounds of a woman savouring a Pot Noodle in her office, the campaign provoked such a backlash that Adam&EveDDB went as far as to release an updated ‘slurpless’ film by way of an apology.
Messenger verdict: “The ad hits it out of the park on short-term spike and on brand fluency (recognition) – 99% of people know just who the ad’s for and the spike rating’s the highest of 2024 so far.
“Controversy and shock tactics is what the brand specialises in – the slurping ad gets a 1-Star score for brand growth with lashings of disgust from respondents, which is why it’s been so noticed. But Pot Noodle have been there before with ads in the past, and that short-term spike rating is absolutely top-tier. It wouldn’t work for every brand, but it works for them.”
Denhard verdict: ‘Nothing Satisfies Like a Pot Noodle’ is one of those ads that stick in your head and for the majority of consumers will unlock (some rather unpleasant) memories.
“With this effort, Pot Noodle emulates marmite by making you select the camp you’re in – whether you love slurping, or not.”
‘Booking Geniuses’ – On The Beach
Holiday firm On The Beach might’ve thought it was on to a winner when it enlisted the big-name services of Paddy McGuinness to help promote its packages, but it might not have been prepared for the rather ill-tempered backlash it received.
With a fair few viewers unhappy with the ‘sweary’ innuendo of the campaign’s headline, many also showed the unsavoury side of the internet as they focused their ire on the film’s child star. The brand was even forced into releasing a statement backing the spot and condemning the abuse.
In any case – what at the outset seemed like a bog-standard campaign won’t be forgotten in a hurry.
Messenger verdict: “The snobs are wrong on this one, and the brand is right. In testing we saw no real backlash against the family in the ad, and a solid 3.2-Star score. Again it’s the short term spike rating where On The Beach excels in its ads – it’s exceptional, way above the travel average.
“Brand fluency is strong too. This is simply a brand that knows its target audience and isn’t afraid to show ordinary people having fun. If that offends some viewers, it’s not On The Beach’s problem.”
Denhard verdict: “On The Beach ads always tend to stand out for one reason or another. Trying to represent a family will always receive some form of criticism, especially via social media.
“Even if On The Beach were to shoot ads without the family, I suspect many on social media would still be eager to find fault with it.”
People’ Postcode Lottery – The7Stars
This one’s rather more straightforward – the blockbuster effort sees TV stalwarts Davina McCall, Paddy McGuinness, Phil Spencer, Kirstie Allsopp and Jamie Redknapp joining forces for the People’s Postcode Lottery’s biggest campaign to date.
The collaboration between ITV, Channel 4 and Sky featured three separate ads containing each network’s stars, before a hero 60 second-spot brings them all together at the campaign’s culmination.
Messenger verdict: “The parade of celebrities are the big draw here. On the Test Your Ad platform the Peoples’ Postcode ends up a good bit of work.
“At 3.2-Stars it’s above the category average for long term growth potential, and it has a strong short-term spike rating too. Brand fluency is a little low for lotteries with so many famous faces in the mix.”
Denhard verdict: “The Postcode Lottery’s latest campaign creates an instant reaction – using so many celebrities always generates buzz. Using specific celebrities after a series of reality TV scandals will however generate conversation.
“For me, it’s a good ad that grabs the viewer’s attention quickly, placing the brand front and centre. I suspect it has given the brand a welcome boost around the same time that it switched operators.”
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Andrex’s ‘Post-Poo Euphoria’ – FCB London
When this FCB London effort first broke, the Marketing Beat staff predicted instant virality – and in our infinite wisdom we have been proven very much right.
With the ad’s controversial (for some) topic, it’s not hard to see why. In any case, we think it’s best if we keep bodily functions at work a private matter, rather than keeping the entire office informed of your bowel movements.
Messenger verdict: “47% of people are uncomfortable with pooing at work, says the ad, and a fair few are uncomfortable with watching ads about it too – a discomfort that’s clearly driven conversation.
“The full-length version gets a respectable 3.1-Star score, though, and this is another ad with exceptional short-term spike, showing its potential to be talked about and shift loo roll. It’s tough to fit the iconic puppy into a scenario like this, and Andrex did manage a brief cameo for its most famous asset, but its absence has probably dampened brand fluency a little.”
Denhard verdict: “This Andrex campaign is quite retro and nicely tongue in cheek. It’s something everyone does and a product everyone uses, but the brand still managed to create strong feelings.
“Some brands need to release brave ads, others don’t. In the new world of DTC, brands needs strong messaging or a clear purpose – many market leaders can go bold and it pays off. Andrex likely won with these ads.”
Go.Compare ‘Most Satisfying Day’ – Drum
Surprisingly inoffensive given its inclusion on this list, Go.Compare’s latest brand film features actor Raj Bajaj prancing around with his cat and having the time of his life.
Celebrating how easy it is to sort your insurance when you use Go.Compare, the spot even has time to wing in a quick cameo of advertising legend, Gio Compario.
Messenger verdict: “Go Compare should be happy with this performance – 3.1-Stars is above the category norm, they score exceptional short-term spike rating for their lively ads, and most importantly brand fluency is a strong 93%.
“That matters because this ad is part of Go Compare’s strategy of letting Gio Compario be seen but not heard – and the results show he’s still pulling his weight as an asset. The public’s love/hate relationship with the irrepressible tenor keeps them interested in the brand and its ads.”
Denhard verdict: “No company receives mass criticism quite like Go Compare, and the brand will manage to divide opinion whatever it does or whichever direction it takes, with or without its famous mascot.
“These ads are undoubtedly made to stand out and get a reaction and they do just that.”
Ricky Gervais’ Dutch Barn Vodka – ‘Worst Advert Ever’
While this final effort might not have made it on to our TV screens as it was only released via social media and online, it very much deserves an honourable mention nonetheless.
Using all of extensive expertise in getting an audience hooked, Gervais masterfully makes this low-budget, low-effort spot funny and has generated a considerable amount of online traction for his fledgling vodka brand as result.
Denhard verdict: Ricky Gervais is an actor who instantly sparks a public reaction, and his great use of reverse psychology in this campaign has proved quite a hit.
This would even have worked multi-platform and good on a small brand like Dutch Barn for rolling out a campaign like this. Whether it actually helps sell bottles is another question.”
