THE BOOK OF LISTS: The 10 Best UK Press Ads

1. SCHWEPPES "SVEN/BLAIR"

These tactical ads demonstrated Mother's ability to interpret a demanding brief: that the sophisticated Schweppes drinker is able to distinguish the real from the fake. (In other words, eschew own label in favour of brands.) The image of Sven in his England pants and Blair having his bottom pinched worked perfectly in the press medium, where they both regularly make headlines.

Agency: Mother

Writer: Caroline Pay

Art director: Kim Gehrig

Media agency: BBJ

2. BARNARDO'S "ALLEY/BED/SOFA/TOILET"

These sinister images from Bartle Bogle Hegarty of children prematurely aged by abuse bring home the grim reality of these children's lives and are consistent with Barnardo's on-going strategy. The campaign was a great follow-up for last year's work, which showed how adults' lives ended after suffering abuse as children. And it was hauntingly close to the bone, following the deaths of Jessica Chapman and Holly Wells.

Agency: Bartle Bogle Hegarty

Writer: Alex Grieve

Art directors: Alex Rossi, John Robb and Ester Katrine Hjellum

Media agency: John Ayling & Associates

3. MULTIPLE SCLEROSIS "IMPOTENCE/PARALYSIS/INCONTINENCE"

Great art direction and writing meant no-one could read these ads in the paper without realising the debilitating effect of Multiple Sclerosis on the body and mind. They also worked well as posters. The ads picked up gold at Cannes this year.

Agency: Saatchi & Saatchi

Writer: Michael Campbell

Art director: Colin Jones

Media agency: Zenith Media

4. DEPARTMENT OF HEALTH, SOCIAL WORK "TERRIFYING/MYSTIFYING/FASCINATING"

These ads were part of a continuing effort from the Government to encourage more people to take up a career in social work, and launched during a year in which professionals came under scrutiny for their role during a number of high-profile child abuse cases. The ads used case studies and imaginative art direction to great effect to explain the reasons behind choosing a career in social work.

Agency: D'Arcy

Writer: Justin Hooper

Art director: Christian Cotterell

Illustrator: David McKean

Media agency: MediaCom

5. THE GUARDIAN "STELLA RIMMINGTON POEM"

How best to publicise the serialisation of a book about the secret service? In code, of course. This press advertisement took the form of an innocent poem until you cracked the code to find out all about the book.

Agency: BMP DDB

Writers/art directors: Nick Burrage and Luca Bertollizzi

Typographer: Kevin Clarke

Media agency: PHD

6. LAND ROVER "ELEPHANT"

Another magestically shot ad in the Land Rover series, perhaps not as famous as its "hippos" sister execution but this one worked beautifully in the glossy press format.

Agency: Rainey Kelly Campbell Roalfe/Y&R

Writer: Mike Boles

Art director: Jerry Hollens

Typographer: Lee Aldridge

Photographer: Nick Georghiou

Media agency: MindShare

7. RNIB "SIGHT LOSS"

J. Walter Thompson won this small account in June with a brief to highlight the prevalence of sight loss and the restrictions it enforces on people. The work emphasises, through words only, the number of activities sighted people take for granted, and engages the reader from start to finish, making this one of the few, un-put-downable long-copy ads of the year.

Agency: J. Walter Thompson

Writer: Bruce Menzie

Art director: Simon Brotherson

Typographer: Nick Taylor

Media agency: MediaVest

8. CLUB 18-30 "BAR/POOL/BEACH"

Saatchi & Saatchi's take on the average holiday scene blew away the judges at Cannes this year, landing a string of awards, including the Grand Prix and a gold award in the travel and leisure sector.

Agency: Saatchi & Saatchi

Writer: Mike Sutherland

Art director: Antony Nelson

Media agency: Zenith Media

9. PADDY POWER "IAN DUNCAN-SMITH"

The only campaign from Paddy Power this year was used with maximum impact during the Tory party conference in Blackpool this year. Bartle Bogle Hegarty ran the ad in The Guardian the day before Ian Duncan-Smith's speech, and also sent it down on an advan, which was parked right outside the venue.

Agency: Bartle Bogle Hegarty

Writer/art director: Russell Ramsay

Media agency: Starcom Motive

10. HP SAUCE "BURGER/SAUSAGE/STEAK"

Mustoe Merriman Levy might not have had the biggest spend to play with on its HP Sauce account, but the agency made a splash in the press with these ads, illustrated by the ubiquitous Peter Loveday. Suggesting devout hippies would sacrifice their principles for a sauce-smothered meaty delicacy was a great way of appealing to all kinds of consumers, and the beautiful illustrations prevented you from turning the page too soon.

Agency: Mustoe Merriman Levy

Writer: Kirsten Everett

Art director: Kwai Hung Mak

Typographer: Todd Hayward

Illustrator: Peter Loveday

Media agency: Carat

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