GALLERY 14: Utterly Butterly - Designer

Differentiating this product from rivals by focusing on its packaging was a simple idea which has been effectively brought to life by director David Lodge. The film's convincing documentary feel was aided by the lead character - not an actor, but the production assistant whose slightly nervous demeanour Lodge deemed perfect for the role. He plays it with aplomb making this a stand-out spot in the category.

Product/client: Utterly Butterly/St Ivel

Agency: Abbott Mead Vickers.BBDO

151 Marylebone Rd

London NW1 5QE, UK

T: +44 20 7616 3500

F: +44 20 7616 3600

email: amvbbdo@amvbbdo.co.uk

Creative Director: Peter Souter

Art Director: Mike Durban

Writer: Tony Strong

Agency Producer: Simon Monhemious

Production company: Outsider

2nd Floor

41-42 Foley Street

London W1P 7LD, UK

T: +44 20 7636 6666

F: +44 20 7323 0242

email: anyone@outsider-ltd.co.uk

Director: David Lodge

Producer: Benji Howell

Director of Photography: Tat Radcliffe

Post-production company: Rushes

66 Old Compton St

London W1V 4PA, UK

T: +44 20 7437 8676

F: +44 20 7734 3002

email: joce@rushes.co.uk

Editor: Bill Smedley;OBE