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:

1. Agent Provocateur ‘Proof’ (2001)
2. The Orange Gold Spot (2008)
3. Maxell Tapes ‘Break the Sound Barrier’ (1982)
4. Dunlop Tyres ‘Tested for the Unexpected’ (1993)
5. Ford Puma ‘Bullitt’ (1997)
6. Diet Coke ‘Break’ (1994)
7. Bacardi ‘If’ (1991)
8. Guinness ‘Surfer’ (1999)
9. Carling Black Label ‘Dambusters’ (1990)
10. Sony Bravia ‘Balls’ (2005)

Watch the Top 10 cinema ads

The 2001 ‘Proof’ campaign, which was banned from being shown in cinemas, has clocked up more than 350 million hits on YouTube since its launch.

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.

Her raunchy ride earned her top spot in a list of 10 best celebrity viral ads of the decade compiled by online content distributor GoViral.

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.

Brazilian footballer Ronaldinho came second in the list in the Nike Crossbar Challenge.

The film shows him demonstrating his impressive skills by hitting the crossbar no less than four times, without the ball touching the floor. The clip has been viewed in excess of 50 million times.

Third most popular was US President Barack Obama’s Yes We Can song, featuring Will.I.Am of the Black Eyed Peas, Scarlett Johansson and other stars, which was viewed 32 million times.

Last year, the Kylie viral secured the top spot in a poll from Digital Cinema Media (DCM), the market leader in UK cinema advertising, of the greatest cult cinema ads of all time.

The top 10 from GoViral:

1. Agent Provocateur – Kylie Minogue
2. Nike Crossbar Challenge – Ronaldinho
3. Yes We Can – Obama Song
4. Nike Car Jump – Kobe Bryant
5. T-Mobile Life’s for Sharing – Pink
6. ”I’m ——- Matt Damon” – Sarah Silverman and Matt Damon
7. EA Games – Tiger Woods
8. Chanel No.5 – Nicole Kidman
9. Samsung – Ozzy Osbourne
10. Apple Mac – Ellen Feiss

Read the article on Utalkmarketing.com.

Today Digital Cinema Media (DCM), the market leader in cinema advertising launches an online campaign to uncover the UK’s favourite cult cinema ad. Memorable ads that have greeted cinemagoers over the last four decades are being rated by the public to identify the nation’s ultimate iconic cinema advert.

A panel of experts, including heavyweights from the cinema industry have shortlisted the best cinema ads dating from the 1970s till today. It is now up to the public to vote for their favourite ad and help define cinema history. To vote please visit: www.dcm.co.uk. Voting is open throughout December. The shortlist of the 10 ultimate cult cinema ads includes:

1. Agent Provocateur ‘Proof’(2001)
2. Bacardi ‘If’ (1991)
3. Carling Black Label ‘Dambusters’ (1990)
4. Diet Coke ‘Break’ (1994)
5. Dunlop Tyres ‘Tested for the Unexpected’ (1993)
6. Ford Puma ‘Bullitt’ (1997)
7. Guinness ‘Surfer’ (1999)
8. Maxell Tapes ‘Break the Sound Barrier’ (1982)
9. The Orange Gold Spot ‘Anjelica Huston’ (2008)
10. Sony Bravia ‘Balls’ (2005)

The competition to find the UK’s favourite cinema ad has been launched by DCM to celebrate the introduction of its brand new on-screen ident which can now be seen on cinema screens across the country.

The ident offers a completely fresh new look and uses a brightly coloured shutter mechanic to combine well known film clips along with moving illustrations and emotive images of cinemagoers. The production also includes an original music score.

Kylie writhing around on a red velvet rodeo bull in a 2001 spot for Agent Provocateur was voted the UK’s ultimate cult cinema ad in our online poll carried out in December.

The ad, titled ‘Proof’, starring the diminutive Aussie songstress clad in black lingerie beat off competition from the likes of Orange, Maxell Tapes, Guinness and Sony to take the accolade.

1. Agent Provocateur ‘Proof’ (2001)

“Would all the men in the audience stand up”

Kylie as we’ve never seen her before, writhing around breathless on a red velvet rodeo bull to prove that Agent Provocateur is ‘the most erotic lingerie in the world’ … and who were we to disagree?

2. The Orange Gold Spot

‘Miss Huston we have a problem…’

Miss Huston stared in the previous Orange Gold Spot; we could have chosen any of them from the last five years, such is their continued popularity, we just couldn’t decide which to go with.

From your comments Patrick Swayze leads but it could have been Carrie Fisher, Snoop Dogg, Alan Cumming, Steven Seagal, Daryl Hannah, Spike Lee, John Cleese, Darth Vader… the list goes on.

3. Maxell Tapes ‘Break the Sound Barrier’ (1982)

A classic from the ’80s starring Bauhaus frontman, Pete Murphy, blowing his mind with the power of Maxell cassettes (the Bang & Olufsen stereo helped some too).

So iconic is this image it has been parodied numerous times, most recently in the ‘Model Misbehavior’ episode of Family Guy. And now we’ve just seen it on the cover of Lemar’s new album, ‘The Reason’ (the Le Corbusier chair is the giveaway).

4. Dunlop Tyres ‘Tested for the Unexpcted’ (1994)

An absolutely stunning ad with the perfect soundtrack.

Uncompromising director Tony Kaye was apparently given a limitless budget and sent away to shoot whatever he wanted. When he came back from the netherworld this was the deliciously surreal result. Kaye even tried to have it exhibited at the Tate, that’s how good he thought it was and we agree.

5. Ford Puma ‘Bullitt’ (1997)

Ford swapped the Mustang for its new Puma in this wonderfully executed pastiche of the chase scene from ‘Bullitt’. Steve McQueen is seamlessly placed in the driving seat as he cruises around the streets of San Fransisco before parking up next to his Mustang and the Triumph from ‘The Great Escape’. The special effects may seem routine now but they wowed us all at the time.

6. Diet Coke ‘Break’ (1994)

‘It’s 11.30…’

Still guaranteed to get women hot under the collar, this ad had a nation of ladies steaming up their office windows on the look out for thirsty builders.

7. Bacardi Rum ‘If ‘ (1991)
‘Peckham on a wet Saturday afternoon. Next door’s budgie. Aunty Beryl. The Dog & Duck…’

If you went to the cinema in the early ’90s this ad for Bacardi will be seared into your subconscious. There was even a Scottish version if you lived north of the border, ‘Aunty Morag, The Thistle Bar…’.

A crisp white linen suit and a speedboat home has never been so desirable.

8. Guinness ‘Surfer’ (1999)

‘He waits; that’s what he does.’

Guinness advertising has been consistently iconic but this ad, directed by Jonathan Glazer, looked and sounded stunning on the big screen. From Leftfield’s music and the ‘Moby Dick’ voiceover to the surfers battling Neptune’s Horses, it’s the perfect cinema ad.

”Here’s to you Ahab’. And the fat drummer hit the beat with all his heart.’

9. Carling Black Label ‘Dam Busters’ (1990)

‘I bet he drinks Carling Black Label.’

Carling’s take on the Dam Busters raid featuring comedy duo Steve Frost and Mark Arden remains one of the series’ most popular and funniset ads.

10. Sony Bravia ‘Balls’ (2005)

‘Colour like no other’

If ever there was an ad that you just had to see on a cinema screen, this was it.

250,000 brightly coloured bouncy balls cascading down a San Fransico street. It took six takes but director Nicolai Fuglsig pulled it off spectacularly.