'It generated fantastic WOM and could still be played in cinemas 7 years later without looking out of date'

'Launched an entire brand into the stratosphere with relatively little high-street presence and a miniscule overall marketing budget.'

Read more of your comments...

Watch Kylie in action below.

The UK's ultimate cult cinema ads Top 10 in full

More of your comments on Agent Provocateur 'Proof':

'Choosing just one ad from this list has been incredibly difficult. I've chosen Proof because more than any of the other ad, it makes the most of the medium of cinema advertising. On one level it's brilliantly lit, expansive, sumptuous and cinematic. So is 'Tested for the Unexpected', but where it has the edge on its rival, is in the way it interacts with the audience. Going to the cinema is a wonderful, communal experience and 'Proof' recognises this with the witty punchline it sets up at the end of spot when Kylie acknowledges the audience by talking directly to them. It makes the cinema goers aware of one another; it's well-executed and doesn't take itself too seriously. It's almost a parody of high end fashion advertising. And it manages to engage both men and women by talking to both at the same time, without alienating either audience. Given the ad features a scantily clad Kylie, it could've ended up putting off women but it doesn't - the casting of the Aussie pop singer is spot on. And of course, 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.'

'It is a very British advert, even though Kylie is obviously Australian.  Very English sense of humour, naughty and engaging with the cinema audience.'

'Kylie is an iconic figure for girls, she looks amazing in the underwear, it's got a cheeky and slightly naughty tone to it reflecting Agent P well.'

'I only wish I'd been in a cinema to witness this on the big screen.'

'Other than the obvious it's the only true pure cinema only "advert" (not sponsorship) and before the days of viral'

'Became something highly talked about that people wanted to see and would search out for themselves, almost like a short film in its own right. Ad was totally suited to the medium and the environment and exploited cinema.'

'Only ran in Cinema and viral and yet created massive PR . End joke made whole audience laugh and engaged both sexes.'

'Making the most of the medium. Brilliant use of full screen size, music and celebrity to engage its male audience!'

'DAMN!!! It’s KYLIE for God's sake ... she could model cow-shit covered wellies and she'd still sell a million of them!'

'Great use of cinema as a stand-alone medium, playing to its strengths over TV.'

'Risque, clever, visually stunning - massively impactful.'

'Very relevant to men and very provocative. Plus Kylie gives it something to go "oh look, its Kylie".'

' 'cause she's a fox!!'


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