Lego 'kipper' by TBWA

Narrated by Tommy Cooper, the quirky stop-frame animation commercial was as popular within the industry as the public at large.

Indeed, it was voted one of the 100 greatest ads by Channel 4 viewers.

In the film, Lego bricks are transformed into a series of monsters and missile-eating machines.

A resourceful mouse becomes a dog, a fire engine and a kipper when confronted by such adversaries as a dragon, a submarine and an elephant.

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.