3 great ads I had nothing to do with #32: Nina Bibby on Evian, John Lewis and Guinness

Nina Bibby, marketing and consumer director at O2, reveals three great ads she admires but had nothing to do with.

Nina is the Marketing & Consumer Director at O2 (Telefonica UK). She has responsibility for brand, marketing communications, customer experience & strategy, devices and sustainability.

Nina joined Telefonica UK from Barclaycard, where as CMO she sat on the Executive Committee. Nina has also been SVP of Global Brand Management at IHG, and has held a variety of roles at Diageo including Commercial Strategy Director, Brand Director for Baileys and Pimms and Global Brand Director of Reserve Brands.

Nina is also a non-executive Director of Barratt Developments plc, a member of the British Airways International Business Advisory Board, a member of WACL and a fellow of the Marketing Society.

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Nina's choices

Evian "Baby & me"

The spot features adults and their infant counterparts dancing together. The ad follows the successful of the Evian "Roller Babies" spot, which became one of the most-watched ads ever on YouTube. 

With 'Baby & Me,' the brand refreshes its historic 'Live Young' concept, which dates back to 1935, when Evian was first recommended as a perfect water for babies, thanks to its pH-neutral mineral composition.

The music on the new spot is Ini Kamoze's "Here Comes the Hotstepper," remixed by French electro artist Yuksek. The Campaign  was supported by  a baby face-changing app.

John Lewis "Tiny dancer"

A young girl dances her heart out around the house in John Lewis’ spot. The work was written by Jo Cresswell, art directed by Sian Coole and directed by Dougal Wilson through Blink.

The Tiny dancer herself, Bunny-May McHugh, won ‘Best Performance by an actress’ for her performance in the ad at the 2015 British Arrows. The ad also picked up a Wooden Pencil at the 2016 D&AD awards.

Guinness "Basketball"

This is a spot with a surprise ending. It presents a group friends playing wheelchair basketball. They are defined as much by their bond of loyalty as their competitive nature, a moving interpretation of the "made of more" strapline.

The ad was created by BBDO New York, and won the People’s choice awards at the 2014 American Advertising Awards, and a Wooden Pencil at the D&AD awards.


About this series

In this series of short films, leading Thinkbox 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 Campaign, these bi-monthly awards are judged by the Thinkbox Academy; made up of over 200 advertising luminaries. 

We hope you enjoy the films.

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