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Wednesday, 5 January, 2000, 16:27 GMT
Britain's most irritating ads

"Dubious acting" featured in the Bounty advert


An advert for absorbent kitchen towels has cleaned up in a survey to find the most irritating TV commercial of the year.

The Bounty kitchen roll ad, with its jingle "the stronger soaker upper", was named the most hated commercial of 1999 in a poll for Marketing magazine.

It was criticised it for its "grating jingle", "dubious acting" and "spurious product demonstration" and irritated 44% of 1000 people questioned.


Even Ian Wright couldn't save Chicken Tonight from a place in the poll
Another turkey in last year's TV advertising, was the Chicken Tonight series of commercials.

Despite a star appearance from footballer Ian Wright, who launched the brand's Sizzle and Stir range, they still annoyed 43% of respondents.

And even a top chart hit couldn't prevent the Renault Scenic advert from a place in advertising's rogue gallery.

Set to the tune of the Lightning Seeds' It Could Be Marvellous and featuring a car rolling down a Sound of Music style mountainside, it came in third place.


Most irritating adverts
1. Bounty kitchen towels
2. Chicken Tonight
3. Renault Scenic
4. ONdigital
5. Benecol
6. Asda
7. Pringles
8. Iceland
9. Citroen Xsara
10. Pizza Hut
Also featured in the poll was Who Wants To be A Millionaire presenter Chris Tarrant's effort for ONdigital in fourth place and Carol Vorderman's spot for Benecol spread, which came in fifth.

Even supermodel Claudia Schiffer managed to irritate some respondents - she featured in the Citroen Xsara adverts which came in ninth place.

But despite such dubious accolades, many advertising campaigns may actually benefit from being so annoying.

A spokesman from Marketing magazine said: "It is assumed there is some correlation between an irritating advert and its memorability.

"If a customer walks into a shop they will recall that brand. It probably does have a positive effect on sales figures."

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