3 great ads I had nothing to do with #3: Justin Tindall on Stella Artois, Volkswagen and Match.com

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Justin Tindall, group executive creative director, Leo Burnett London reveals the three ad campaigns he admires but had nothing to do with.

Attracted by the "ideas" side of advertising, Tindall, who graduated alongside Damien Hirst and Tracey Emin with a degree in Fine Art from Goldsmiths College, is the group executive creative director of Leo Burnett London.

Seven years at DDB London saw Justin become Head of Art, Creative Director, a member of the Exec Board and one of the most awarded Creatives in the World. His work for Volkswagen, Lurpak, Marmite, The Guardian and Harvey Nichols winning the top honours at all the World’s major Advertising Festivals including D&AD, Cannes Lions, BTAA Arrows, 'The One Show' and The Clios.

2006 saw Justin move to The Red Brick Road as Creative Partner where he oversaw multi-award winning campaigns for Heineken, Olympus, Thinkbox and Magners Cider.

In 2011, he served on the Cannes Lions Film jury. "Nothing moves you like moving pictures – moves you to tears, to laughter, to anger, to frustration," he said. "Good film work moves you to feel all these things. Great film work moves you to act."

His formula for picking the best work? "My Gold standard is simple: I wish I'd thought of that".

Want to watch more great work? Head to the 3 Great Ads hub

Justin's choices

Stella Artois "Good doctor"

Part of the long-running "reassuringly expensive" campaign that started in 1982, "good doctor" premiered on British TV and in cinemas 20 years later, on 15 February 2002.

The ad, produced by Lowe Lintas & Partners in London, is the seventh piece in the Jean de Florette-inspired campaign. To achieve the ad’s characteristic weathered look, three copies of the film stock were graded separately to emphasize the grain of the film and the earthen tones of the subjects.

The ad picked up a Cannes Gold Lion and a D&AD Silver for cinematography that year and was nominated in several other D&AD categories. The spot also picked up a Bronze at the IPA Effectiveness Awards in the same year, and has received several other accolades since.

Volkswagen Polo "Protection"

This Volkswagen ad, created by BMP DDB, follows in a long line of advertising hits for the autos brand.

Beautiful cinematography is pitched perfectly with a classical score to give an epic ambience to this commercial. In a number of scenarios, including a riot, horserace and boxing match, people in danger curl themselves into balls to protect themselves from dog, fire, hoof and glove

The ad, directed by Jonathan Glazer, is used to relate this survival instinct to its small car, ending with the line, 'Have you ever noticed how protected you feel when you make yourself small'.

Match.com "Accidental duet"

Ad agency Mother, London launched the first large campaign for UK's Match.com. The ad was part of a £7m through the line campaign, and features a couple finding love in a music shop.

The ad, which was also shortlisted for a Thinkboxes award in 2010, explores the nature of the moment when two people just know they’ve found each other.

Directed by Si & Ad, the brief was to show how love is something understood through stories. The song the pair sing is an original commissioned by Match and was followed in 2011 by "girl on the platform", in which a young couple meet while stood on opposite platforms of a train station.

About this series

In this series of short films, leading Thinkbox Creative Academy members have the tricky task of selecting just three TV ads that have inspired them: brilliant commercials, old and new, that they admire but had nothing to do with.

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 encourage the advertising industry to even greater heights.

About The Thinkboxes

The Thinkboxes are the first awards to celebrate the UK's world-beating TV ad creativity, in all its forms, at regular way-points throughout the year.

Created in association with Haymarket Brand Media (Campaign, Marketing and Brand Republic), these bi-monthly awards are judged by the Thinkbox Creative Academy; made up of over 200 advertising luminaries.

We hope you enjoy the films.

Want to watch more great work? Head to the 3 Great Ads hub


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