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.
Wood is a multi-award-winning writer and executive creative director who has firmly established herself as one of the world's most influential creative talents. In March 2024, she achieved a coveted spot in both the WARC and The Drum worldwide rankings, contributing to Ogilvy UK’s status as a top-five creative agency globally.
With more than three consecutive years in the global rankings, Wood’s creative prowess continues to shine. She was named among the Top 5 D&AD Copywriters worldwide in 2023 and ranked in the Top 20 Creative Directors worldwide. Her impressive list of accolades includes a nomination for Creative Leader of the Year at the 2024 Creativepool Annual Awards, recognition as a Female Frontier Honouree for the Conquering Creativity Award in 2022, and the Creative Equals Future Leaders Award in 2021.
Wood’s picks
Levi’s “Creek” (1994)
This iconic BBH commercial, directed by Vaughan & Anthea, masterfully blends striking black-and-white cinematography with a rocking soundtrack by the Scottish band Stiltskin.
Following Bartle Bogle Hegarty's groundbreaking “Launderette” ad, which redefined Levi's image and helped it become a market leader, “Creek” offers a nostalgic nod to the brand's origins in 1850s America. The ad received widespread acclaim, winning a Gold Lion at Cannes in 1994 and D&AD awards for Best Direction and Best Commercial.
Agency: BBH Creative team: John Gorse, Nick Worthington Client: Levi’s Production company: Lewin & Watson Director: Vaughan & Anthea
Coca-Cola “Holidays are coming” (1995)
The iconic Coca-Cola ads have become a signifier for the beginning of the festive season. The original commercial, which features Coca-Cola trucks driving through a town as families gather to watch the parade, was created by W.B. Doner and first aired in 1995.
Every year since, we have been glued to our TV screens waiting for the return of the lights and that ever-familiar jingle.
Agency: W.B. Doner Client: Coca-Cola
Nike “Winning isn’t for everyone | Am I a bad person?” (2024)
Created by Wieden+Kennedy Portland, the campaign features a striking TV ad including a voiceover by Willem Dafoe. The ads star a lineup of Nike athletes, including Giannis Antetokounmpo, Jakob Ingebrigtsen, LeBron James, Sha’Carri Richardson, Vinicius Junior, Serena Williams and A’ja Wilson.
In the TV spot, Dafoe begins with the provocative question, “Am I a bad person?” and goes on to list traits such as single-mindedness, obsessiveness and selfishness, which are usually seen as negative traits, yet essential for success in competitive sports. The ad ends by asking the viewer this very key question.
Agency: Wieden+Kennedy Portland Creative team: Caleb Jensen, Blair Warren, Kevin Steele, Pedro Izique Client: Nike Production company: Somesuch Director: Kim Gehrig
