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

Rosie Arnold, the deputy executive creative director, BBH, reveals three great ads she admires but had nothing to do with.

Arnold has been working for Bartle Bogle Hegarty since 1983. She spent the formative years of her career working closely with John Hegarty, and she has been responsible for some of the Agency’s most iconic work, including Pretty Polly, Levi’s, Birdseye, Robinsons and Omo. 

She led Axe (Lynx) for 14 years culminating in developing the Axe website and awarded mobile work. More recently she has worked on Baileys, introduced Gordon the Boar and was behind the famous Yeo Valley rap. 

Arnold was President of D&AD in 2012, presiding over the Charity’s 50th year where she  introduced the White pencil for work that does good in the world. Her work has won awards including six Cannes Gold, six D&AD pencils and three Campaign golds.

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Rosie's choices

Polaroid "resignation"

Resignation is an award-winning critique on work culture, and promotes Polaroid’s idea of living for the moment. Directed by Michel Gondry, the 2006 ad shows working life in Hong Kong as oppressive and nauseating, with the camera lurching through streets and skyscrapers.

It was shot in Tokyo and Hong Kong, with two bolex 16mm cameras morphing from one to another. Post-production was by Buf advertising agency in France.

It won the Samuelson Award for Best cinematography and Creative Circle Gold for Cinematography. Gondry won an Academy Award for Best Original Screenplay as one of the writers of Eternal Sunshine of the Spotless Mind (2004).

Chipotle "back to the start"

This 2012 ad focuses on the importance of developing a sustainable food system. Fast food chain Chipotle used this ad to showcase their  dedication to doing business with farmers with humane practices.

It was created with the CAA Marketing arm of Creative Artists Agency and directed by Johnny Kelly. 

The ad takes the form of an emotional animated story with all of the action captured in one long pan. A fifty-foot long set was used, and real puppets were filmed. Willie Nelson’s rendition of Coldplay’s "The Scientist" is used alongside the story.

The ad won two Grand Prix awards at the Cannes Lions International Festival of Creativity.

Cadbury's "gorilla"

The 2007 "gorilla" spot, created by Fallon London, was written and directed by Juan Cabral and production was by Blink Productions.

The ad was one of the best received ads of the year, winning TV commercial of the year at the British Television Advertising Awards and the Cannes Grand Prix in Television. It was Ad of the Decade by Ad Age Magazine in the US. Sky reported that, in the space of a fortnight, 58,000 households took time out of their busy days to watch a long-form version of the ad using their red button. 

The ad starred actor Garon Michael, wearing the hi-tech gorilla suit. This suit took three months to make, with fur composed of knotted yak hair and silicone facial features that are animatronically controlled though 27 remote controlled motors and levers.

Michael had to play the drums almost blind and 35 takes were necessary to capture the 90-second result. 

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


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