.jpg)
A View from Academy Member
Regan Warner, executive creative director, McCann London
As an American, I’ve stumbled upon a subject that seems to captivate the British psyche: the weather. So, I've decided to harness its influence as my inspiration. Blighty, in its characteristic fashion, persists in dampening our spirits with its relentless rain and chilling winds throughout January and February. Yet amid this dreary backdrop, I offer a glimmer of hope: this month, the clocks go forward and don’t slip back until six months later. Doesn't that brighten the mood a bit?
In the middle of this meteorological narrative, let's cast our gaze upon five ads that have emerged as beacons of light, illuminating our screens with their brilliance.
First ray of sunshine is Gousto's “Steal the show - courtroom drama”, a spectacle that infuses delicious-smelling humour into the legal drama. Is it silly? Yes, but we all need some smiles to break up this cloud cover.
I see a rainbow with Magnum's “Stick to the original”. It takes us on a journey of, “what else has been fake?!?” It’s a hilariously dramatic discovery of all things fake in this woman’s life, even her partner’s moustache. All culminating in her getting her real on with that, oh so yummy… Magnum crunch. I need an ice cream break.
Going into some dark stormy humour, Nationwide's “Savings watch: good way to bank” strikes a chord with Dominic West’s boss portrayal. He’s selfish and horrible, just like rain.
NSPCC's “Not letting go” is a beautiful piece of art direction with T’Nia Miller delivering a rousing call to arms about parenting. This came at me like a hailstorm of emotions. Ugh, it’s just pure crafted excellence.
And as the clouds clear, Specsavers brings its trademark wit to the fore with “Should've gone to Specsavers”. As I’m personally not a great traveller, this brought on anxiety, but I’m not pushing that energy on this ad.
Despite the inclement weather outside, I think these unique stories have brightened our spirits. Here's to sunnier days ahead, both meteorologically and metaphorically.
Who will the Thinkbox Academy vote for? And who gets your vote? Tweet us @ThinkboxTV using #Thinkboxes and view all the previous winners at www.thinkbox.tv/creative/the-thinkboxes
The Thinkboxes shortlist – January/February 2024
1. Gousto: “Steal the show – courtroom drama”
Gousto launched its “Steal the Show” campaign in December 2022 with a period drama where the characters break the fourth wall and watch someone in their kitchen cooking a Gousto recipe. In this, the second instalment, a tense courtroom drama is disrupted by the smell of food in a real-world kitchen beyond the TV. As a defence attorney makes his emotive closing speech, others comment on the smell of garlic and smoked paprika as a couple at home cook Gousto’s Spanish-style patas bravas.
Agency: Mother London Creative team: Oli Rimoldi, Anthony Montagne, Dickie Connell Client: Anna Greene Production company: Arts & Sciences Director: Tim McNaughton of The Bobbsey Twins through Homicide
2. Magnum: “Stick to the original”
“He bought fake Magnum. What else has been fake in this relationship?” the voice over asks in this new spot for Magnum. A couple in a stylish, retro house face a day of reckoning in this film when the woman realises her man hasn’t been buying real Magnums but lookalikes. The ad is part of a push by the Unilever brand to regain ownership of the category it pioneered back in 1989, at a time when sales of private label alternatives have been growing because of the cost-of-living crisis.
Agency: Lola MullenLowe Creative team: Tomas Ostiglia, Jorge Zacher, Kevin Cabuli, Pedro Mezzini, Augusto Callegari Client: Tugce Aksoy Production company: Proppa/Bacon Director: Martin Werner
3. NSPCC: “Not letting go”
T’Nia Miller recites a powerful poem charting the everyday realities of parenting alongside a striking series of graphic stills and animations from artist Martina Lang for this moving 60-second spot for NSPCC. The aim is to raise awareness of the many services it provides beyond the important work of dealing with extreme cases of child abuse and neglect. The ad shows offer support for the “everyday” challenges of rearing a child.
Agency: House of Oddities Creative team: Sachini Imbuldeniya, chief executive, executive creative director & commercials director; Darren Smith, poet, content director and strategist; Juan Leon, agency executive producer; Martina Lang, freelance photographer and animator; Kate Pirouet, freelance executive producer Client: Kevin Yeates Production company: Bandicoot Director: Sachini Imbuldeniya & Jo Wallace
4. Nationwide: “Savings watch: good way to bank”
Nationwide continues its “Good way to bank” campaign featuring Dominic West, an unnamed executive at the fictional A.N.Y. Bank, and his more perceptive assistant, played by Sunil Patel, with this spot poking fun at corporate arrogance. It even makes a reference to a word that rhymes with "banker". The ad is designed to showcase how, in contrast to many shareholder-owned financial services companies, Nationwide's member-owned model focuses on customer needs.
Agency: New Commercial Arts Creative team: Ian Heartfield, chief creative officer; Steve Hall, creative director; Dan Seager, creative director Client: Richard Warren Production company: Hungry Man Director: Bryan Buckley
5. Specsavers: “Should have gone to Specsavers”
The latest iteration of Specsavers’ “Should have gone to Specsavers” campaign revolves around Greg and Ella, a couple about to go on holiday. Ella manages to check in serenely ahead of Greg, as he parks the car then suffers a series of painfully relatable travel mishaps. The action ends with Greg racing out onto the tarmac where the aircraft is getting prepped for take-off. Will he manage to board the plane, or should he have gone to Specsavers? (You’ve guessed it …)
Agency: Specsavers Creative Creative team: Andrea Raanaas & Mike McCallum; Simon Bougourd & Naomi Bishop Client: Victoria Clarke Production company: Merman Director: Declan Lowney
The Thinkboxes, in association with Campaign, are the only bi-monthly awards that celebrate the UK’s world-beating TV ad creativity, in all its forms. They are judged by the Thinkbox Academy – advertising and marketing luminaries who have been involved in award-winning creative work for TV.
WANT TO SEE MORE GREAT WORK? HEAD TO THE THINKBOX HUB
Thinkbox is the marketing body for commercial TV in the UK, in all its forms. Its shareholders are Channel 4, ITV, Sky Media and UKTV. Thinkbox works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV.
