...and Connolly came third

John Cleese's adverts for Sainsbury have been named as the worst celebrity endorsement ever.

The 1999 campaign, Value To Shout About, saw the comic rampaging through the supermarket yelling about the good deals to be had.

But they were criticized by the ad industry, staff complained and sales dropped.

In contrast, Cleese's Fawlty Towers co-star Prunella Scales is seen as a success in her campaign for rival Tesco.

Cleese is not the only comic on the list, as Billy Connolly made a predictable entry - coming third for his irritating Lotto campaign.

Second in the list is Vinnie Jones, whose Bacardi ads coincided with his attacking a fellow passenger in an air-rage incidents.

Similarly, Fast Show host John Thomson appeared in ads for Lloyds TSB as he hit the headlines for his alcohol problems.

Advertising expert Hamish Pringle, the director general of the Institute of Practitioners in Advertising, compiled the list for his new book Celebrity Sells.

Published: 14 Apr 2004