A view from Academy Member
Ben Tollett, group executive creative director, Adam & Eve/DDB
The internet has a phrase for the lighthouse keeper in this AA ad. The guy’s absolutely fizzing with BDE. The quiet confidence, the nonchalant swagger, the enormous shlong draped over his shoulder… I almost spat flat white over my laptop. I love it when ads have Big Energy but I can live without the D. Let’s see if we can find more fitting classifications for the rest of these spots.
The Barclays spot has a bunch of seven year-olds acting out excruciating moments from their financial futures. This could have been executed as a dystopian social experiment but fortunately they decided to make a scripted comedy instead. Big “Lucky Escape There, Kids” Energy.
Co-op is a beautiful piece of animation that delivers rock solid reasons to shop socialist. It’s rare to see a good TV ad that appeals to people’s heads rather than their hearts. Big “Sock It To The Man” Energy.
EE is another on-point portrayal of the anxious generation. These teens are all super sensible and use their phones to stay connected with the responsible adults in their lives. This ad would resonate very strongly with my own teens, who desperately wish they had a responsible adult in their lives. Big “Dad, You’re Such A Sigma” Energy.
This new Cushelle ad aims to turn doing a number two into the nation’s number one most desirable bathroom activity. Seems like a shit-hot strategy to me. All brought to life with a talking koala who hides in bathrooms so it can jump out on people while they’re perched on the porcelain throne. A slightly creepy concept but I’m sure they’ll get away with it. Positively oozing with Big Jobbie Energy.
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 – July/August 2024
1. Barclays: “Kids world”
Seven-year-olds re-enact the everyday lives of adults – from walking the dog and working on a building site to shopping and even attending a retirement-do – in “Kids world”, the new spot for Barclays. Part of the bank’s “Make Money Work for You” campaign exploring the nation’s relationship with money, the ad was inspired by studies showing that our relationship with money is formed from the age of seven. The idea is that Barclays is ready to help customers start a new relationship with banking, regardless of age.
Agency: BBH Creative team: Helen Rhodes, executive creative director; Alex Grieve, chief creative officer; Elliot White, copywriter; Wil Maxey, art director; Rosie Collins, group strategy director Client: Inderjit Bassi, chief marketing officer, Barclays UK Production company: O Positive Director: David O’Shane
2. Co-op: “Owned By You, Right by You”
An animated explanation of why, if you were inventing a business today, you’d invent Co-op. This hero TV ad for Co-op’s new brand proposition, “Owned By You, Right by You,” plays out on a till receipt as it is printed. It was made using stop-motion animation, with each frame actually being printed and cut through the receipt printer and then shot on film. The idea highlights Co-op’s membership model as its unique value.
Agency: VCCP Creative team: Chris Birch, executive creative director; Jonny Parker, executive creative director; Jason Keet, creative director; James Hodson, creative director Client: Amy Banks, head of marketing, Co-op Production company: Blinkink Director: Sam Gainsborough
3. Cushelle: “Selfishly soft”
Escaping, watching spoof reality TV show House Husbands of Alaska and sneaky office breaks are just three of the ways people enjoy a “Selfishly soft” me-time moment in this new TV spot for Cushelle – the hero ad for its new brand platform. Also appearing is Cushelle’s long-standing mascot, Kenny the Koala, who gets to speak in a Cushelle ad for the very first time. “Loo-time can also be a bit of you-time,” Kenny softly soothes.
Agency: Publicis London Creative team: Barret Helander, senior copywriter; Rhys Hughes, senior art director; Chris Bruney, creative director; Noel Bunting, chief creative officer Client: Martina Poulopati, global marketing and communications director, Essity Production company: Mind’s Eye Director: Jim Archer
4. EE: “Curfew”
Images of teens out having fun, and set to the soundtrack The Killing Moon by Echo & The Bunnymen, are interspersed with parents messaging to check they are OK in this new EE commercial. The aim is to promote the benefits of becoming an EE One customer, which gives access to a combined broadband and mobile services package with comprehensive connectivity solutions. Slick intercutting of the experiences of teens and parents to juxtapose their respective emotions shows that, when teens are always in reach - on the best network - parents can relax.
Agency: Saatchi & Saatchi Creative team: Ben Mooge, chief creative officer, Publicis Groupe UK; William John, executive creative director; George Coyle, creative; Sammuel Simmonds, senior creative; Rory Peyton Jones, creative; Elliot Lee, creative art director Client: Pete Jeavons, group brand & consumer marketing director, BT Group Production company: Love Song Director: Daniel Wolfe and Louis McCourt
5. The AA: “Shadow”
Black and white is used to stylish and humorous effect in “Shadow”, The AA’s visually striking new TV ad. The action revolves around what happens when an unexpected accident is caused by a curious and comical distraction. It’s the latest instalment in The AA’s “It’s OK, I’m with The AA” campaign, which positions The AA as a trusted source of driving confidence in any situation. The film celebrates how being an AA member makes you feel confident in the face of moments that would faze you if you were not.
Agency: The Gate Creative team: Lucas Peon, chief creative officer; Rob Bovington, executive creative director; Stephen Webley, creative director; Max Gill-Engel, Bryn Walters & James Menzies, creatives Client: Will Harrison, group marketing director, The AA Production company: Academy Films Director: Si and Ad
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