The Agent Provocateur ad ‘Proof’ from 2001 topped the public poll as thousands chose online over the last eight weeks at DCM’s website.
They have been deciding in their droves from a top ten shortlist put together by a distinguished panel of experts, including heavyweights from the cinema industry.
Agent Provocateur beat off stiff competition from the likes of Guinness ‘Surfer’, Diet Coke ‘Break’ and Carling Black Label’s ‘Dambusters’ to take the coveted title as the nation’s favourite.
The iconic ad shows Kylie writhing around breathlessly on a red velvet rodeo bull to prove that Agent Provocateur is ‘the most erotic lingerie in the world’. At the end of the ad she challenges the men in the audience to stand up and be counted.
The ad was created specifically for cinema and makes the most of the medium with its lavish and expansive tone. The witty punchline cleverly engages with the audience, and enhances the communal experience of going to the cinema.
Fleur Castell, Marketing & Research Controller for Digital Cinema Media comments: ‘Cinema is about engaging and entertaining the audience, and this ad pulls off both elements perfectly in a fun and cheeky way. It’s great to see the top ads are cinema-only campaigns, proving cinema ads really are the nation’s favourite’.
Comments on the winning ad left by voters on the DCM website included “Kylie is incredibly sexy in the ad. Cinema is about escapism and aspiration, and the ad has both of these qualities. I hope it wins.”, “Risque, clever, visually stunning – massively impactful”, and “It launched an entire brand into the stratosphere with relatively little high street presence and a miniscule overall marketing budget”.
Director of the ad, Steve Reeves from Another Film Company said: “Creatives Mick Mahoney & Andy Amadeo came up with a spot that was not only specifically written for the cinema, but was also very very sexy and funny, a rare combination. They were great to work with, ensuring that we came away with a cinema ad that was as confident as the product”.
Making up the coveted top three spots were the Orange Gold Spot in second place, with Maxell Tapes ‘Break the Sound Barrier’ taking third spot.
The winning ad is announced as cinema bucks the media downturn with the Cinema Advertising Association (CAA) posting figures showing cinema admissions growing 1.1% year on year, with the highest summer admissions for 40 years in 2008.
The final Top Ten:
- Agent Provocateur ‘Proof’ (2001)
- The Orange Gold Spot (2008)
- Maxell Tapes ‘Break the Sound Barrier’ (1982)
- Dunlop Tyres ‘Tested for the Unexpected’ (1993)
- Ford Puma ‘Bullitt’ (1997)
- Diet Coke ‘Break’ (1994)
- Bacardi ‘If’ (1991)
- Guinness ‘Surfer’ (1999)
- Carling Black Label ‘Dambusters’ (1990)
- Sony Bravia ‘Balls’ (2005)
Watch the Top 10 cinema ads