No commercial better symbolized the creative iconaclism of Howell Henry Chaldecott Lury during the early 90s than its first Tango spot for Britvic.
Shot in the style of a football replay, it features someone being "hit" by the taste of Tango when a bald orange man runs up to him and smacks him around the face.
A follow-up film was changed to show the orange man kissing his victim after fears that children copying his antics might perforate each other's eardrums.
This ad was kindly supplied by the History of Advertising Trust from its Arrows Archive - a collection of every entry to The British Television Advertising Awards since 1977. That's over 25,000 TV commercials and counting.
Visit the Arrows Archive