Jamster's Crazy Frog tops another chart to become most talked about ad in May

Such is the interest in the Crazy Frog phenomenon that newspapers searched for new angles beyond the irritation factor, including: the huge marketing spend behind the ads; the Crazy Frog single beating Coldplay to number one in the singles chart; and allegations that children are being duped into signing up for expensive downloads.

The ad has now racked up more than 800 complaints with the Advertising Standards Authority, as the Crazy Fog take on the theme tune to 'Beverly Hills Cop' by Axel F, held on to the number one spot for a second week. At number two in the charts was American hip-hop artist Akon's 'Lonely', with Gorillaz up to third with 'Feel Good Inc' while Coldplay slipped to number seven.

Martin Loat, director of Propeller Communications, said: "This month's Ads That Make News survey sets the seal on a new cultural phenomenon in our lives -- the Crazy Frog. Not since 118 118 has an ad campaign been so talked about and headline making. Ad agencies who pay lip-service to concepts such as 'cut-through' and 'talkability' in advertising could learn a lot from the Crazy Frog story."

At number two is the most complained about TV campaign in the country to date. The KFC ad, created by Bartle Bogle Hegarty, showing staff talking with their mouths full, attracted more than 1,600 complaints as irate viewers said that they encouraged bad table manners. Because the campaign does not breach advertising rules, it has not been banned, although KFC has no plans to show the spot again.

Reebok, at number three in the poll, did not escape a ban for its controversial spot starring the rapper 50 Cent, showed guns firing and the screen turning red. This imagery was deemed inappropriate and irresponsible as it could encourage or condone violence, particularly in younger viewers.

Tying for fourth place in May's Ads that Make News are the new ads for the rebranded Esure.com, after newspapers reported that Michael Winner, who had directed and starred in several ads for Esure, had been replaced with an animated character called Mister Mouse, whose catchphrase is "give us a click".

Sharing fourth spot is More Th>n, after the company announced that Lucky, the canine star of its ad campaign, had died aged 12. The dog's real name was Benson and he appeared in 20 ads.

At six is a set of posters for the Keep Britain Tidy campaign, which showed attractive women and men flashing their underwear and employed sexually provocative slogans such as "While you're down there ... put this in the bin for me". It was created by Manchester-based agency Lake.

Ads that Make News, which measures how much editorial exposure national newspapers give to current campaigns, saw Pot Noodle at seven with its an ad for its new horn-shaped snack, featuring a man with a horn stuffed down his trousers. Despite receiving more than 600 complaints, the "you got the Pot Noodle horn?" ads, created by HHCL/Red Cell, have been cleared to remain on TV.

Pantene Pro V shampoo is in at number eight for an ad that was created by Grey London. It made headlines after the ASA upheld complaints that its claim to make hair stronger by up to 10 times was misleading, and that its use of scientific jargon was inappropriate.

At nine are ads for a vitamin supplement produced by controversial "AIDS dissident" Dr Matthias Rath, which fell foul of the UN for criticising existing anti-AIDS medication.

In 10th spot is an ad that will not be seen in the UK for a brand most Brits are unfamiliar with -- US burger chain Carl's Jr. However, the star of the ad Paris Hilton is somewhat more familiar and her "Nice baps, Paris" turn for Carl's Jr has been described as "soft-core porn" by a media watchdog.

The commercial, created by Los Angeles ad agency Mendelsohn/Zien, shows the socialite tucking into a burger as she washes a car. A ruder version is shown on Carl's Jr website.

Top 10 Ads That Make News for May 2005
1 Jamster - Crazy Frog
2 KFC - Talking with mouths full
3 Reebok - 50 Cent
4= Esure.com - Winner loses out to a mouse
4= More Th>n - 'Lucky' the dog dies
6 Keep Britain Tidy - "While you're down there..."
7 Pot Noodle - Have you got the Pot Noodle horn?
8 Pantene Pro V - controversial claims
9 Dr Matthias Rath - anti-AIDS medication
10 Carl's Jr fast food - Paris Hilton

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