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

Anna Carpen, ECD at 18 Feet & Rising, reveals three great ads she admires but had nothing to do with

Anna graduated from the Watford School of Advertising and joined 18 Feet & Rising. From Campaign’s ‘Face to Watch' to becoming the UK's youngest creative director, Anna has led many large projects for 18 Feet – most recently working on Gambleaware, Nandos and the smash hit Christmas campaign for House of Fraser. Anna also recently appeared on the D&AD’s Next Directors Shortlist.

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Anna's choices

National Dairy Council "Daybreak" 

The magical dancing milk bottles in this sixty second spot by BMP DDB Needham (now DDB), and directed by Bill Mather, are an early example of computer animation done well.

The National Dairy Council designed the campaign to stop the decline in doorstep deliveries, and reinforce the benefits of the doorstep service. The ad successfully stopped the decline in milkman share almost completely during the advertising period, and continued to slow after. An adspend of £5.1 million led to extra profit of £22.5 million. The spot was an IPA Effectiveness Awards Grand Prix winner 1992, and won Silver at the British Arrows.

Levi’s "Dangerous Liaisons"

For it's 2007 ad, Levi’s drew on its remarkable fashion legacy. A couple strips off the different styles used by the company over the years to reflect the various styles and eras. The couple reveal the 2007 collection before baring all. The ad, by BBH London, showcases timeless passion and Levi's century-old history. 

The spot was created by BBH London, and the song – Little Annie's "Strange Love" – was a last-minute addition. The ad won a Gold Lion and Gold at the British Arrows, to name a few. 

H&M "Come Together"

The striking and distinctive style of Hollywood director, Wes Anderson, is used to great effect in H&M’s 2016 Christmas ad. Adrien Brody, a frequent Anderson collaborator, plays Conductor Ralph. He said about the ad: "This story may resonate more than ever at a time in the world where we could all do with giving a stranger a hug."

The spot was created by Paul Knott, Till Diestel and Tim Vance, with production companies The Directors Bureau and Riff Raff.

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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