15 Most Inspired TV Spots...
To celebrate 150 issues, shots showcases its choice of the 15 most inspired TV spots.
In advertising, you usually spend all your time looking for the hot, the new, the next. But sometimes it’s good to look back, to appreciate the old that was once new, to see how far we’ve come.
To celebrate our 150th issue, shots takes a nostalgic trip and browses the industry’s rich creative history to pick our favourite 150 agencies, directors, production and post houses, spots, Super Bowl spots, creative gurus, brands, music videos, online campaigns, shots staff most admired work and most important changes.
As the new millennium was ushered in, so too was a new word: “whassssssuup”. Originally a short film made by the spot’s director Charles Stone III, DDB Chicago wanted to turn it into a campaign and, when they did, a phenomenon was born.
Cadbury Gorilla (2007)
On paper it surely can’t work. A gorilla? Playing the drums? To a Phil Collins track? But full credit to Fallon’s Juan Cabral, the creative and director on the project, and to Cadbury for buying into it, because what must have sounded completely mad on paper, was, actually, mad on screen, but brilliantly so.
Carlton Draught Big Ad (2005)
Epic and funny at the same time, this Paul Middleditch-directed spot through George Patterson Y&R Melbourne, features a massive cast singing alternative lyrics to Carmina Burana while spoofing the famous British Airways’ Face spot.
Centraal Beheer Rio (2001)
Tough choice this one. You could easily go with Central Beheer’s Cleaning Ladies. Or Museum. Or Chase. But for sheer exuberance Rio, directed by Trevor Melvin, nabs it. That the Dutch insurance company has such a rich TV ad history is testament to DDB Amsterdam’s great creative work.
Guinness Surfer (1999)
Regularly referred to as the ‘best ad of all time’ both by industry folk and audiences alike, the Jonathan Glazer-directed spot, through AMV BBDO London, is a behemoth of advertising excellence.
Halo 3 Believe (2007)
Video games are a rich seam of creativity and McCann Worldgroup/TAG Media’s Halo 3’s Believe is award-winning proof. Who knew that painted figurines could be so emotive? With that music and Rupert Sanders’ direction and attention to detail, this became a seminal video game spot.
This brilliantly simple idea, but massively complicated execution, perfectly demonstrates the engineering prowess of the brand and the creative ingenuity of the team behind it. Shot by Antoine Bardou-Jacquet through W+K London, it’s still Honda’s finest.
The Independent Litany (1998)
The perfect juxtaposition of words and pictures, this Rob Sanders-directed spot, created by Lowe London, features punk-poet John Cooper Clarke reciting a list of ‘don’ts’ to a series of conflicting black-and-white images. A powerful and beautiful example from when copy was often king.
Levi’s Drugstore (1994)
Like most of the brands on this list, there is a cavalcade of contenders that could represent Levi’s, but, for our money, Drugstore just wins out. An exercise in film artistry as much as a commercial, the spot, directed by Michel Gondry through BBH London, is a jewel in Levi’s crown.
Lynx Getting Dressed (2004)
Lynx, or Axe, depending on where you are in the world, has a long heritage of great TV advertising, but this Ringan Ledwidge-helmed film sits, in our opinion, atop them all. From the unusual but perfectly chosen soundtrack of Somewhere Over the Rainbow to the pastel-coloured, slower-paced action, it’s a creative treat.
Nike Tag (2001)
When it comes to Nike, you’re not short of choice. Being prolific is one thing, but being so consistently creative is another. Everyone will have their favourite Nike spot, but for us the concept, execution and playfulness of the Frank Budgen-directed/W+K Portland-created Tag wins out.
Old Spice The Man Your Man Could Smell Like (2010)
W+K Portland’s Tom Kuntz-directed TV spot for Old Spice reinvigorated a brand that had been associated with granddads. A hit on TV and online, garnering tens of millions of views, the spot made a star of Isaiah Mustafa and spawned a host of further spots and online campaigns.
Smirnoff Smarienberg (1997)
Drenched in colour, creativity and cool effects (for the time, at least), this Michel Gondry-directed spot, through Lowe London, is a fast-paced, visceral ad which is still one of the best alcohol spots ever made.
Sony Bravia Balls (2005)
250,000 multi-coloured balls, a San Franciscan street and José González plucking a guitar. This spot is one which crosses the boundaries of art and advertising. A beautiful, mesmerizing film directed by Nicolai Fuglsig through Fallon London.
Sony PlayStation Double Life (1999)
With brilliant copy from TBWALondon coupled with Frank Budgen’s emotive direction, this stirring brand spot for the PlayStation appealed to the gamer in all of us.
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