Dan Seager and Steve Hall both joined New Commercial Arts (NCA) in 2021, 17 years after meeting on a university advertising course in 2004. After seven years at DDB London, they moved to Australia to work for Droga5 in 2012. Returning to the UK in 2015, they have worked for M&C Saatchi and BBH, before joining NCA.
Having worked together for 20 years, Seager and Hall have created campaigns for the likes of McDonald’s, Stella Artois, Burger King, Hovis, Tesco, Barclays, Virgin Media and Nationwide.
Seager and Halls’ picks
1. Stella Artois “‘Pilot” (2004)
Directed by Czech filmmaker Ivan Zachariáš, “Pilot” presents a cinematic piece centred around an English world war one pilot who seeks shelter in a Belgian public house to evade the pursuing German soldiers after being shot down. The dark humour prevalent throughout this multi-award-winning production is masterfully portrayed by the cast and accentuated by the strategic use of black and white footage, resulting in an impactful and enduringly memorable TV ad.
Agency: Lowe Creative team: Vince Squibb, Jason Laws, Sam Cartmell Client: InBev / Labatt Brewing Company Production Co: Stink Films Director: Ivan Zachariáš
2. McDonald’s “Estate Agent” (1998)
The usual McDonald’s TV ad length ranges from 60-second spots to shorter, more straightforward ads, often spotlighting their food offerings alongside promotions and pricing. Yet, the brilliance of the 1998 Saver Menu campaign lies in its simplicity: a mere 10 seconds to showcase the food while emphasising affordability. The campaign, which won a Gold Lion award, serves as a testament to the power of creativity in even the tightest of time lengths.
Agency: Leo Burnett Creative team: Nick Bell, Mark Tutssel Client: McDonald’s Production Co: Stark Films Director: Jeff Stark
3. Twix “Bears” (2022)
In this clever Twix ad, two identical twins sit at a campsite discussing the chocolate bar's irresistible qualities. They highlight its chewiness, crunchiness, and overall deliciousness, regardless of which finger you choose. Unbeknownst to them, two bears are behind them, engaging in the same conversation and mirroring the humans' dialogue and gestures. This 2023 Clio Awards Gold-winning entry is delightfully dark in its humour.
Agency: DDB Creative team: Ari Weiss, Rick Brim, Rodrigo Jatene, Colin Selikow Client: Mars Wrigley Production Co: Dummy Director: Harold Einstein
