Kylie at her provocative and sexy best secured top spot in the definitive poll from Digital Cinema Media (DCM), the market leader in UK cinema advertising, of the greatest cult cinema ads of all time.
The Agent Provocateur ad ‘Proof’ from 2001 topped the public poll as thousands chose online over the last eight weeks at DCM’s website.
Agent Provocateur beat off stiff competition from the likes of Guinness ‘Surfer’, Diet Coke ‘Break’ and Carling Black Label’s ‘Dambusters’ to take the coveted title as the nation’s favourite.
The iconic ad shows Kylie writhing around breathlessly on a red velvet rodeo bull to prove that Agent Provocateur is 'the most erotic lingerie in the world'. At the end of the ad she challenges the men in the audience to stand up and be counted.
The ad was created specifically for cinema and makes the most of the medium with its lavish and expansive tone. The witty punchline cleverly engages with the audience, and enhances the communal experience of going to the cinema.
Fleur Castell, marketing and research controller at Digital Cinema Media, said, “Cinema is about engaging and entertaining the audience, and this ad pulls off both elements perfectly in a fun and cheeky way. It's great to see the top ads are cinema-only campaigns, proving cinema ads really are the nation’s favourite.”
Making up the coveted top three spots were the Orange Gold Spot in second place, with Maxell Tapes 'Break the Sound Barrier' taking third spot.
The winning ad is announced as cinema bucks the media downturn with the Cinema Advertising Association (CAA) posting figures showing cinema admissions growing 1.1 per cent year-on-year, with the highest summer admissions for 40 years in 2008.
The final Top Ten:
1. Agent Provocateur 'Proof' (2001)
2. The Orange Gold Spot (2008)
3. Maxell Tapes 'Break the Sound Barrier' (1982)
4. Dunlop Tyres 'Tested for the Unexpected' (1993)
5. Ford Puma 'Bullitt' (1997)
6. Diet Coke 'Break' (1994)
7. Bacardi 'If' (1991)
8. Guinness 'Surfer' (1999)
9. Carling Black Label 'Dambusters' (1990)
10. Sony Bravia 'Balls' (2005)