)
British Arrows announces 2026 winners
)
The fiftieth anniversary of the British Arrows was celebrated in style as the UK's ad industry congregated in London to celebrate the last 12 months of advertising excellence.
The annual British Arrows awards took place last night at London's Grosvenor House and, this year, the event was celebrating its fiftieth birthday, so the celebrations were bigger than ever.
The event was hosted by comedian Romesh Ranganathan, who managed to successfully entertain - and (sort of) keep in check - an audience of more than 1,200 of the industry’s greatest talents from all disciplines.
Big winners on the night included Channel 4 show Educating Yorkshire's School’s Back which picked up six Arrows, including Commercial of the Year; Cadbury Bournville's Made to Be Enjoyed, Not Endured, which won two golds, a silver and a bronze and Waitrose The Perfect Gift, which also picked up two golds, a silver and a bronze.
"Half a century old and sharper than ever."
Away from the prizes for work, Final Cut Founder, Rick Russell took home the sought after Fellowship Award with the Board of Directors wanting to recognise his outstanding contribution to the craft of commercial filmmaking. Russell has helped shape some of the most memorable and emotionally powerful advertising ever made, championing the art of editing as one of the defining forces in storytelling.
Additionally, in a poignant tribute from Outsider's Robert Campbell, Biscuit Filmworks director James Rouse was posthumously awarded The Chairman’s Award in recognition of his lasting impact on the industry.
Above: Three of the big winners from the 2026 British Arrows.
As well as winning for its Made to Be Enjoyed, Not Endured campaign, Cadbury also took home the inaugural People’s Arrow, for its iconic 2007 spot, Gorilla, voted by the public as its favourite commercial of the past 50 years. The specially created poll to celebrate the Arrows' anniversary saw over 1,000 people vote for their favourite TV advert following a major retrospective of British advertising held at Outernet London.
- Cadbury Gorilla [2007, 26%]
- Hamlet Cigars Photobooth [1987, 19%]
- Guinness Surfer [1987, 16%]
- Libresse/Bodyform Never Just A Period [2025, 14%]
- Blackcurrant Tango St George [1997, 13%]
- Nike Nothing Beats A Londoner [2019, 13%]
- Channel 4 Idents 2023 [2024, 12%]
- Sony Bravia Paint [2007, 11%]
- The Guardian Three Little Pigs [2012, 11%]
- Levi’s Jeans Drugstore [1995, 10%]
Cadbury was further honoured with the Advertiser of Excellence award, recognising an extraordinary legacy of work that has consistently championed creativity and craft in British advertising.
Credits
View on- Agency Fallon/London
- Production Company Blink Productions
- Director Juan Cabral
-
-
Unlock full credits and more with a shots membership
Credits
View on- Agency Fallon/London
- Production Company Blink Productions
- Director Juan Cabral
- Producer Nicky Barnes
- Colorist Mark Gethin
- DP Daniel Bronks
- Editor Joe Guest
- Post MPC/London
- Sound Design Wave Studios/London
- VFX Stan Winston
- Song "In the Air Tonight" Phil Collins
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Fallon/London
- Production Company Blink Productions
- Director Juan Cabral
- Producer Nicky Barnes
- Colorist Mark Gethin
- DP Daniel Bronks
- Editor Joe Guest
- Post MPC/London
- Sound Design Wave Studios/London
- VFX Stan Winston
- Song "In the Air Tonight" Phil Collins
Above: Cadbury Gorilla was voted by the UK public as its favourite ad from the last 50 years.
Elsewhere, Agency of the Year went to Uncommon Creative Studio; Production Company of the Year went to Biscuit Filmworks and Craft Company of the Year was awarded to Untold Studios, Trim Editing and 750mph conjunctively, the third time the Board of Directors have decided to award three companies as Craft Companies of the Year, in recognition of the importance of VFX, editing and audio in the craft of commercial content creation.
"Still the most respected and relevant of UK advertising awards, still fiercely championing the best of independent British craft and creativity and still evolving."
"Half a century old and sharper than ever," said Academy's Simon Cooper, the outgoing Chair of the Board of Directors, of the Arrows' 50th milestone. "Still the most respected and relevant of UK advertising awards, still fiercely championing the best of independent British craft and creativity and still evolving. The work reflects the care and craft that go into great work. Confidence in decision-making, restraint where it matters, and ambition where it counts. They remind us that great advertising comes from great judgement: human, considered and intentional and not guided by convenience or expediency."
