Sheila's Wheels tops worst ad music poll

LONDON - The jingle for women's car insurer Sheila's Wheels has been voted number one in a poll to find the nation's least popular ad music, followed by Halifax bank crooner Howard.

The survey, carried out by The Co-operative with YouGov, found that over a quarter of adults (26%) voted for the "bonza car insurance deals" jingle with the three women in their pink car as the worst ad music they had ever heard.

As if the pain of the ad alone was not enough, in September 2007 the three girls teamed up with 80s pop factory Stock, Aitken and Waterman to record the jingle as a single under the name of The Sheilas.

The Sheilas -- Cathi Ogden, Carly Romain and Emma Robbins -- are real singers who, since coming to the public's attention,  have carved out a career in cabaret .

Howard singing a take on Baha Men's 'Who Let the Dogs Out' for Yorkshire-based bank the Halifax came in second with 20% of the votes.

The 80s retro classic 'Do the shake and vac and put the freshness back' for Shake 'n' Vac carpet freshener beat off modern contenders to take third position in the poll with 19%.

On the other end of the scale Cadbury's 'Gorilla' ad featuring Phil Collins hit 'In the Air Tonight' was named by 26% of people polled as their favourite TV ad with music.

Classical hit Largo from the New World Symphony by Antonin Dvorak, which was used in the 1970s Hovis ads, came in second with 17%.

The research also found that just under half (47%) of all Britons might buy music heard in an ad if they liked it, with nearly a third  (32%) admitting that they would change the channel if an ad came on TV with music they did not like.

Georgina Born, professor of sociology, anthropology and music at Cambridge University, said: "We know that music works subliminally to evoke memories and emotions, both positive and negative, and because of this music is also a marker of social and individual identities.

"As a nation we embrace music and The Co-operative research suggests that, given these qualities, music in adverts can make or break the ads' success for British consumers."

Nearly a third (29%) of the public named the Beatles as their number one choice for ad music, with the Kaiser Chiefs (21%) and Girls Aloud (20%) in second and third places respectively.

Patrick Allen, director of marketing at The Co-operative Group, said: "The research highlights some extremely impactful and catchy commercials that have been running on our screens for the past 30 years.

"It shows that a strong TV commercial using music or a jingle can stick in the minds of British consumers for many years which is why The Co-operative has selected the strong and poignant melody of Bob Dylan's 'Blowin' In The Wind' to accompany our latest advertising campaign."

The survey was conducted by The Co-operative to support its 150 second ad featuring the sounds of Bob Dylan, which will be screened on ITV1 from 7.40pm on February 16.

Top five worst ads with music

  1. Sheila's Wheels Car Insurance -- 'For bonza car insurance deals'
  2. Halifax -- 'Who gives you extra?'
  3. Shake n Vac Carpet Cleaner -- 'Shake and Vac to put the freshness back'
  4. DFS -- 'Rockstar' by Nickelback
  5. Wall's Cornetto  --  'Just one Cornetto, give it to me'

Top five best ads with music

  1. Cadbury's Dairy Milk -- 'In the Air Tonight' by Genesis
  2. Hovis -- 'Largo from New World Symphony No. 9' by Antonín Dvorak 
  3. Guinness 'Horses and the waves' ad -- 'Land' by Patti Smith
  4. Nescafe -- 'Music to Watch Girls By' by Andy Williams
  5. Nike --  'All These Things That I've Done' by The Killers
  6. Levi's --  'Spaceman' by Babylon Zoo

Top five bands the public would most like to hear in an advert

  1. The Beatles
  2. Kaiser Chiefs
  3. Girls Aloud
  4. Aretha Franklin
  5. Bob Dylan

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