Promoted
Thinkbox

3 great ads I had nothing to do with #21: Brian Cooper on Apple, Levi's and Volkswagen

Brian Cooper, creative partner, Dare, reveals three great ads he admires but had nothing to do with.

A hybrid creative, Cooper has enjoyed a career spanning BBH, McCann-Erickson and Mother. He was ECD at Ogilvy, had a spell as Apple’s Creative Director and has spent a few highly successful years at Dare.

He has both above the line and digital expertise, having worked with Philips and Coca-Cola. For Philips he launched a new global brand, Innovation + You, and developed fully integrated brand campaigns for Coca-Cola, including the ‘Reasons To Believe in a Better World’, Coke’s biggest campaign in Europe in 2014.

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

Brian's choices

Apple "1984"

"1984" introduced us to the Apple Macintosh personal computer. Directed by Ridley Scott, it alludes to George Orwell’s novel, Nineteen Eighty-Four, and its infamous Big Brother.

The ad was imagined by Steve Hayden, Brent Thomas and Lee Clow at Chiat\Day, and produced by Fairbanks Films.

$3.5m worth of Macintoshes were sold after the commercial ran and it has subsequently been added to the The Clio Awards Hall of Fame, and come top of Advertising Age’s list of 50 greatest commercials.

Levi's "Flat Eric"

Flat Eric was the yellow puppet created by Bartle Bogle Hegarty for Levi's commercials for Sta-Prest One Crease Denim Clothing. He rides with his friend Angel (Phillipe Petit) around California, bopping to the "dirty house" tune, Flat Beat. His ads revived the "cool" image of Levi Strauss.

Directed by Quentin Dupieux through Partizan Midi Minuit, the campaign was meant to be a one-off, but public demand compelled Levi’s and BBH to bring Eric back.

At the Campaign Media Awards, Motive won best use of new media, best international campaign and Campaign’s Campaign of the Year. At the British Television Advertising Awards, it won a gold, silver and two bronze arrows, and in Cannes the television work picked up two gold lions.

VW "The force"

Created by Deutsch Advertising Inc by Creative Director’s Eric Springer and Michael Kadin, this advert, promoting Volkswagen’s Passat, features a young boy dressed adorably as Darth Vadar.

His reaction to discovering that he can start the Volkswagen family car, which in fact his dad is secretly operating using a remote control, makes this advert such a winner.

Produced by Lucasfilm, the ad appeared on YouTube the week before its TV debut in February 2011. The ad was directed by Lance Acord. It was the most shared ad online but received a further 162.9 million views when it launched during the Super bowl.

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

Topics

More from the 3 Great Ads series

3 great ads I had nothing to do with #48 Shaun McIlrath on Lacoste, Southern Comfort and VB

3 great ads I had nothing to do with #48 Shaun McIlrath on Lacoste, Southern Comfort and VB

3 great ads I had nothing to do with #47 Caroline Pay on VW, Bodyform and Playstation

3 great ads I had nothing to do with #47 Caroline Pay on VW, Bodyform and Playstation

3 great ads I had nothing to do with #46: Caio Giannella and Diego de Oliveira on Folha de São Paulo, IKEA and Xbox

3 great ads I had nothing to do with #46: Caio Giannella and Diego de Oliveira on Folha de São Paulo, IKEA and Xbox

3 great ads I had nothing to do with #45: Micky Tudor on Miller, Stella Artois and The Independent

3 great ads I had nothing to do with #45: Micky Tudor on Miller, Stella Artois and The Independent

3 great ads I had nothing to do with #44: Ali Hanan on Dove, IKEA and Levi's

3 great ads I had nothing to do with #44: Ali Hanan on Dove, IKEA and Levi's

3 great ads I had nothing to do with #43: David Kolbusz on Skittles, Honda... and one that never aired

3 great ads I had nothing to do with #43: David Kolbusz on Skittles, Honda... and one that never aired

3 great ads I had nothing to do with #42: Becky McOwen-Banks on Maltesers, Boddingtons and Ministry of Sound

3 great ads I had nothing to do with #42: Becky McOwen-Banks on Maltesers, Boddingtons and Ministry of Sound

3 great ads I had nothing to do with #41: Ana and Hermeti Balarin on Sport England, Levi's and Boots

3 great ads I had nothing to do with #41: Ana and Hermeti Balarin on Sport England, Levi's and Boots

3 great ads I had nothing to do with #40: Anna Carpen on National Dairy Council, Levi's and H&M

3 great ads I had nothing to do with #40: Anna Carpen on National Dairy Council, Levi's and H&M

3 great ads I had nothing to do with #39: Mark Elwood on John Smith's, Skoda and Channel 4

3 great ads I had nothing to do with #39: Mark Elwood on John Smith's, Skoda and Channel 4

3 great ads I had nothing to do with #38: Adrian Rossi on Castlemaine XXXX, BT and Levi's

3 great ads I had nothing to do with #38: Adrian Rossi on Castlemaine XXXX, BT and Levi's

3 great ads I had nothing to do with #37: Al Young on Finish, Carlton Draught and IKEA

3 great ads I had nothing to do with #37: Al Young on Finish, Carlton Draught and IKEA

3 great ads I had nothing to do with #36: Peter Souter on Land Rover, The Guardian and Yellow Pages

3 great ads I had nothing to do with #36: Peter Souter on Land Rover, The Guardian and Yellow Pages

3 great ads I had nothing to do with #35: Remco Graham on British Heart Foundation, IKEA and Crest

3 great ads I had nothing to do with #35: Remco Graham on British Heart Foundation, IKEA and Crest

3 great ads I had nothing to do with #34: Alistair Macrow on PG Tips, Ronseal and John Lewis

3 great ads I had nothing to do with #34: Alistair Macrow on PG Tips, Ronseal and John Lewis

3 great ads I had nothing to do with #33: Chaka Sobhani on Levi's, Volkswagen and Three

3 great ads I had nothing to do with #33: Chaka Sobhani on Levi's, Volkswagen and Three

3 great ads I had nothing to do with: Nina Bibby on Evian, John Lewis and Guinness

3 great ads I had nothing to do with: Nina Bibby on Evian, John Lewis and Guinness

3 great ads I had nothing to do with #31: Ben Priest on Tango, Lynx and Levi's

3 great ads I had nothing to do with #31: Ben Priest on Tango, Lynx and Levi's

3 great ads I had nothing to do with #30: Dave Henderson on Heineken, Honda and The Sunday Times

3 great ads I had nothing to do with #30: Dave Henderson on Heineken, Honda and The Sunday Times

3 great ads I had nothing to do with #29: Debs Gerrard on John West, Skittles and Guinness

3 great ads I had nothing to do with #29: Debs Gerrard on John West, Skittles and Guinness

3 great ads I had nothing to do with #28: Rosie Arnold on Polaroid, Chipotle and Cadbury

3 great ads I had nothing to do with #28: Rosie Arnold on Polaroid, Chipotle and Cadbury

3 great ads I had nothing to do with #27: Trevor Robinson on Guinness, Maxell and Levi's

3 great ads I had nothing to do with #27: Trevor Robinson on Guinness, Maxell and Levi's

3 great ads I had nothing to do with #26: Paul Weiland on Marmite, Volkswagen and PlayStation

3 great ads I had nothing to do with #26: Paul Weiland on Marmite, Volkswagen and PlayStation

3 great ads I had nothing to do with #25: Matt Davis on Reebok, Heineken and Barnados

3 great ads I had nothing to do with #25: Matt Davis on Reebok, Heineken and Barnados

3 great ads I had nothing to do with #24: Elspeth Lynn on Sony Bravia, Sport England and The Independent

3 great ads I had nothing to do with #24: Elspeth Lynn on Sony Bravia, Sport England and The Independent

3 great ads I had nothing to do with #23: Stuart Outhwaite on Milk Marketing Board, John Smith's and McDonald's

3 great ads I had nothing to do with #23: Stuart Outhwaite on Milk Marketing Board, John Smith's and McDonald's

3 great ads I had nothing to do with #22: Robert Campbell on The BBC, Dunlop and Nike

3 great ads I had nothing to do with #22: Robert Campbell on The BBC, Dunlop and Nike

3 great ads I had nothing to do with #21: Brian Cooper on Apple, Levi's and Volkswagen

3 great ads I had nothing to do with #21: Brian Cooper on Apple, Levi's and Volkswagen

3 great ads I had nothing to do with #20: Catherine Kehoe on Virgin, Channel 4 and T-Mobile

3 great ads I had nothing to do with #20: Catherine Kehoe on Virgin, Channel 4 and T-Mobile

3 great ads I had nothing to do with #19: John Townshend on Honda, Levi's and Wall's

3 great ads I had nothing to do with #19: John Townshend on Honda, Levi's and Wall's

3 great ads I had nothing to do with #18: Kate Stanners on The Guardian, Guinness and Nike

3 great ads I had nothing to do with #18: Kate Stanners on The Guardian, Guinness and Nike

3 great ads I had nothing to do with #17: Russell Ramsey on Nike, Lurpak and Skoda

3 great ads I had nothing to do with #17: Russell Ramsey on Nike, Lurpak and Skoda

3 great ads I had nothing to do with #16: Abigail Comber on Lurpak, Maltesers and Sony Bravia

3 great ads I had nothing to do with #16: Abigail Comber on Lurpak, Maltesers and Sony Bravia

3 great ads I had nothing to do with #15: Darren Bailes on Kia-ora, Volvo and Levi's

3 great ads I had nothing to do with #15: Darren Bailes on Kia-ora, Volvo and Levi's

3 great ads I had nothing to do with #14: Ian Armstrong on John Lewis, Carling and Lurpak

3 great ads I had nothing to do with #14: Ian Armstrong on John Lewis, Carling and Lurpak

3 great ads I had nothing to do with #13: Billy Faithfull and Ross Neil on Nike, Supernoodles and The AA

3 great ads I had nothing to do with #13: Billy Faithfull and Ross Neil on Nike, Supernoodles and The AA

3 great ads I had nothing to do with #12: Danny Brooke-Taylor on Southern Comfort, Reebok and Dr Pepper

3 great ads I had nothing to do with #12: Danny Brooke-Taylor on Southern Comfort, Reebok and Dr Pepper

3 great ads I had nothing to do with #11: Gerry Human on Orange, Harvey Nichol's and John Smith's

3 great ads I had nothing to do with #11: Gerry Human on Orange, Harvey Nichol's and John Smith's

3 great ads I had nothing to do with #10: Sally Abbott on Specsavers, Robinsons and Heinz

3 great ads I had nothing to do with #10: Sally Abbott on Specsavers, Robinsons and Heinz

3 great ads I had nothing to do with #9: Caitlin Ryan on British Airways, Teacher Training Association and John Lewis

3 great ads I had nothing to do with #9: Caitlin Ryan on British Airways, Teacher Training Association and John Lewis

3 great ads I had nothing to do with #8: Elizabeth Fagan on Egg Marketing Board, Thinkbox and Carlsberg

3 great ads I had nothing to do with #8: Elizabeth Fagan on Egg Marketing Board, Thinkbox and Carlsberg

3 great ads I had nothing to do with #7: Jeremy Ellis on Hamlet, Budweiser and The British Heart Foundation

3 great ads I had nothing to do with #7: Jeremy Ellis on Hamlet, Budweiser and The British Heart Foundation

3 great ads I had nothing to do with #6: Ben Tollett & Emer Stamp on Tango, Lynx and the NSPCC

3 great ads I had nothing to do with #6: Ben Tollett & Emer Stamp on Tango, Lynx and the NSPCC

3 great ads I had nothing to do with #5: Vicki Maguire on Nike, The Guardian and Honda

3 great ads I had nothing to do with #5: Vicki Maguire on Nike, The Guardian and Honda

3 great ads I had nothing to do with #4: Leon Jaume on Carling, Ronseal and John Lewis

3 great ads I had nothing to do with #4: Leon Jaume on Carling, Ronseal and John Lewis

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

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

3 great ads I had nothing to do with #2: Craig Inglis on Robinsons, Volkswagen and Stella Artois

3 great ads I had nothing to do with #2: Craig Inglis on Robinsons, Volkswagen and Stella Artois

3 great ads I had nothing to do with #1: Nick Gill on Cresta, Levi's and Channel 4

3 great ads I had nothing to do with #1: Nick Gill on Cresta, Levi's and Channel 4