Love in the air as Rolo ad voted most romantic of all time

The vintage slogan “Do you love anyone enough to give them your last Rolo?” has been voted the most romantic ad of all time.

Sat, 14 Feb, 2015 - 00:00

Josie Clarke

Manufacturer Nestle axed the slogan in 2003 after concluding it was too sentimental, but its popularity has lingered long enough for 18% of readers of Marketing magazine to vote it their favourite.

John Lewis just missed the top spot with 17% of the vote for its Christmas 2012 ad about a snowman on a mission to find the perfect present featuring the tagline: “Give a little more love this Christmas.”

Google’s 2009 Parisian Love ad took third place with its story told through search terms such as “impress a French girl”, “long-distance relationship advice”, “churches in Paris”, and “how to assemble a crib”.

Marketing editor Rachel Barnes said: “Rolo’s slogan is so ingrained in the public psyche that you could ask someone on the street today and they would find it just as current as it was in the 1990s.

“It works so well as it rings true — it’s hard to give away your last bit of chocolate, but you’ll do anything for the special person in your life.

“John Lewis’s ad tells a tale of classic romance, but I’m not convinced this one goes down in history among the most romantic ads of all time.

“The retailer’s high share of the vote is no doubt because all their advertising is just so brilliant. In 10 years’ time, I don’t think people will recall the snowman in the same way they fondly remember ’your last Rolo’.”

The top 10 most romantic ads of all time, according to Marketing readers, are:

1. Rolo (1981)