Antz Pantz’ famous ‘Sic ‘Em Rex’ campaign from the 1990s by the now defunct The Campaign Palace has been voted the nation’s most iconic ad.
The suggestive spot beat out worthy competitors such as Carlton Draught’s ‘Big Ad’, Qantas’ ‘I Still Call Australia Home’ and McDonald’s’ ‘Inner Child’, with 22.73% of votes in a recent AdNews poll.
“I saw this in the UK and couldn’t quite believe what I’d seen, nor indeed could the British advertising community,” said M&C Saatchi creative director, Andy Flemming. “Nobody forgot the benefit, the name of the product or indeed the model.”
Carlton Draught was a close second with 18.18% of the votes, securing its place as the most iconic beer ad in the poll. VB’s ‘Hard-Earned Thirst’ followed closely with 15.91%.
“‘A hard earned thirst’ captured the zeitgeist before anyone knew there was a word for it,” said Spinach co-founder and ECD Frank Morabito.
Hot on the heels of the beer brands was World Series Cricket’s ‘C’mon Aussie, C’mon’ with 15.15%, which championed hot days, cold beer and our cricket-loving culture. Qantas’ ‘I Still Call Australia Home’ claimed 14.39%, proving an angelic choir and sweeping shots of the world still packs a powerfully patriotic punch.
Both OTC’s ‘Go Home on the Telephone’ and the Transport Accident Commission’s (TAC) ‘Bloody Idiot’ scored 4.55%, while Dunlop’s ‘Carrier’ spun out with just 3.79% of reader votes.
McDonald’s’ ‘Inner Child’, which showed adults’ younger selves escaping their bodies in pursuitof a quick feed, ranked last on the poll. The fast food giant was handed a mere 0.76% of votes.
This article first appeared in the 19 October 2012 edition of AdNews, in print and on iPad. Click here to subscribe for more news, features and opinion.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at amykellow@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.