3 Great Ads is a long-running Thinkbox and Campaign series. The idea is not only to explore some of our greatest ads in the company of people who know a thing or two about making them, but also - because of the proven link between creativity and effectiveness - to inspire the ad industry to even greater heights.
Chris Birch has been leading the creative output of VCCP London as joint executive creative director since 2020.In this time, VCCP became the UK’s biggest creative agency. As ECD, Birch and his partner Jonny lead, among others, the Cadbury and Mondelez account in the UK and globally. Birch has won numerous D&AD pencils, BTAA arrows, Campaign Big Awards for ad of the year and The IPA effectiveness Grand Prix in 2023. In a previous life at Dentsu UK, he launched an egg timer which continues to be very popular in China somehow. At Leo Burnett, he won D&AD pencils for a Kellogg’s campaign of blatant lies, so all the above should be taken with a pinch of salt.
Jonathan “Jonny” Parker joined VCCP in 2006 as a baby creative following stints at Farm, PD3 and indie-shop Devilfish, all of which no longer exist. Not his fault. Many, many, many years later, and together with Chris Birch, he now leads the 100-strong creative department as joint ECD of VCCP London. Since joining forces in 2013, the duo have created work for all of the agency's biggest clients and are renowned for their Mondelez work bringing generosity back to the heart of Britain's most loved chocolate brand, Cadbury. A celebrated creative, Parker is highly awarded: he’s won numerous Pencils, Circles, Lions, Bigs, Sharks, Arrows and even a Best Shopping Trolley Ad.
Parker and Birch’s picks
1. Volkswagen “Surprisingly Ordinary Prices - Lamp Post” (1997)
Part of a campaign by BMP DDB to persuade consumers that Volkswagen cars weren't as expensive as they thought, this ad employs a simple and economical concept. It features workmen cushioning a lamp post to protect pedestrians who are bound to be distracted by a poster advertising the VW Polo's low price.
The camerawork is loose and natural as the men engage in general chit chat. Parker and Birch admire the clever, understated idea at the centre of the spot and the fact that it doesn’t look like an ad. It underpins VW’s status as a premium car brand because “the idea’s premium”.
Agency: BMP DDB Creative team: Jeremy Craigen, Ewan Paterson, Andrew Fraser Client: Volkswagen Production company: Stark Films Director: Steve Reeves
2. Ikea “Happy to bed” (2012)
Mother’s research found a good night’s sleep and regular bedtime routines were important components in happiness. And from this, they created a “Happy To Bed” campaign featuring a nostalgic TV clock promoting bedtime at 10.30 pm.
The campaign included a Channel 4 ad running for 20 weeks. Vizeum worked closely with the broadcaster and created 25 versions of the ad to showcase the illusion of a live clock. There was also an Absolute Radio sponsorship, a supporting mobile app, paid search, and SEO efforts to drive engagement with Ikea's “Happy To Bed” experience online. Birch and Parker talk about this ad at work “about once a week”.
Agency: Mother Client: Ikea
3. McDonald’s “Brotherly Love” (1999)
This charming McDonald’s ad highlights the relationship between a brother and his sister who is going through a tough time. The young boy knows exactly how to cheer her up - with a Happy Meal, bought with two pound coins from his money box.
Birch and Parker point to the fact that the ad manages to make the product the hero and to convey that it only costs £1.99 (without saying so), yet it is also heartfelt, emotional and funny. No frame is wasted, they note, and it’s a masterclass in how the spaces between dialogue carry messaging too.
Agency: Leo Burnett Creative team: Mark Thompson, Paul Taylor Client: McDonald’s Production company: Kirk Jones Director: Tomboy Films
