Close-Up: Punter Appeal - M&C Saatchi.

The public disagrees with the industry over M&C's Dixons.co.uk campaign, Matt Williams reports.

It was bound to happen. A campaign that won plaudits from the industry - including a gold Lion - was greeted with cynicism from members of the public surveyed by OnePoll for Campaign.

The work in question, the 'last place you want to go' campaign for Dixons.co.uk, scored an average of just 4.58 when assessed on how much the public were impressed by the ad, how much the ad made them like the brand and how likely they were to share it with friends.

However, this was a blot on what was actually a pretty good showing from M&C Saatchi. Of the ten ads surveyed, …