The Thinkboxes Awards for TV ad creativity: March/April 2015

Arla Skyr "The messenger"

This launch commercial for Skyr is a latter-day saga shot in the style of a mock epic. Our hero, Orri, is renowned for feats of strength and endurance – but, in this case, he’s merely a messenger boy in an Icelandic town boasting only one telephone. It’s his job to relay messages to the whole far-flung community, even if it involves climbing mountains or scrambling across glaciers. And, of course, the secret of his tireless energy is Skyr, a high-protein yoghurt made to an ancient Icelandic recipe. All we need to do to emulate Orri is "let in the goodness".

Creative agency Wieden & Kennedy Creative team Dave Day, Larry Seftel, Thom Whitaker, Danielle Noël, Tony Davidson, Iain Tait Client Sam Dolan Production company Blink Director Dougal Wilson

Budweiser "Dream goal"

The brief was to get Budweiser front of mind for twentysomething guys buying beer. The agency created this funny take on a familiar format: the Sky Sports football pundits Ed Chamberlin, Gary Neville and Jamie Redknapp analysing a goal. The joke is that, in this instance, it’s a fluky hit-and-hope by Tommo, a less-than-sylphlike player for a pub side. The pundits send themselves up as they dissect the action from every angle. The spot ends with an appeal for the audience to send in footage of their own wonder goals.

Creative agency Anomaly Creative team Oli Beale, Craig Ainsley Client André Finamore Production company Rattling Stick Director Daniel Kleinman

Lurpak "Freestyle"

This is just the latest in a series of stylish Lurpak ads – this time for its Spreadable brand. Featuring dramatic close-ups of ingredients, unsettling camera angles and dynamic lighting, it urges cooks to embrace spontaneity. The insight here is that even casual kitchen-dabblers know that sometimes the most wonderful creations happen when inspiration strikes: whipping up a spot of lunch can turn into a delicious experiment. In other words, it encourages us all to "freestyle" – and inhabit a space where food meets zesty lifestyle.

Creative agency Wieden & Kennedy Creative team Sam Heath, Kim Papworth, Gustavo Kopit, Barnaby Blackburn, Tony Davidson, Iain Tait Client Christian Fischer Production company MJZ Director Juan Cabral

Tena Men "Keep control"

"Urine leakage happens – deal with it," our archetypal Tena Man states. He’s very much in control – unruly yet wholly deadpan as he knocks over tables of food, smashes coffee cups and knocks cigarette packets out of people’s hands. All the while he’s totally unselfconscious as he doles out advice on how to minimise awkward moments. It was inspired by research showing that most men with leakage problems do not know there are products aimed at them; but when they trial Tena Men, 92 per cent go on to purchase.

Creative agency Abbott Mead Vickers BBDO Creative team Jez Tribe, Prabs Wignarajah Client Meta Redstedt Production company Biscuit Filmworks Director Jeff Low

Warburtons "The deliverables"

Warburtons goes for star quality here, serving up a spoof action movie featuring the master of the genre, Sylvester Stallone. He plays a "tough, uncompromising Warburtons delivery driver" commanding a "crack squad of bakers hell-bent on being the best". Right from the off, up at 3.30am and striding to work through Bolton, we see he means business. The pace is unrelenting as he overcomes all odds to get bread on to the nation’s shelves. As the pay-off has it: "Warburtons – fresh from oven to store every day, whatever it takes."

Creative agency WCRS Creative team Andy Lee, Jonny Porthouse Client Iain Lavelle Production company Another Film Company Director Declan Lowney

A view from Academy Member...

Rosie Arnold, deputy executive creative director, Bartle Bogle Hegarty

It’s always a thrill, looking at new work. Will I be inspired, ashamed or downright jealous?

This batch of five are all beautifully crafted, but two particularly spoke to me.

The Lurpak "freestyle" execution is another great ad in this fantastic campaign. It is bold and dynamic and so beautifully shot, it’s poetry –

I might actually use Lurpak to cook with tonight.

But it’s the ad for Warburtons that really stands out. Sylvester Stallone in a bread ad? For a British bread? Starring a client who can act and is

self-deprecating? It’s beautifully executed with wit and charming observations. I particularly love the moment Stallone climbs into the wrong side of the cab. What next, I wonder? Maybe they should call Jean-Claude Van Damme and have him deliver the bread in Volvo Trucks.

This is one Thinkbox Academy member’s view.  What do you think? You can view these brilliant ads at

The Thinkboxes, in association with Campaign, are the only bi-monthly awards that celebrate the UK’s world-beating TV ad creativity, in all its forms.

The Thinkboxes are judged by the 250-plus Academy members.

Thinkbox is the marketing body for commercial TV in the UK, in all its forms. Its shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV. Thinkbox works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV.


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