GALLERY 17: Cussons - Commonwealth Games

The potential danger of sponsorship idents is overkill. Everytime the ad break comes, up pops the ident and what was once funny quickly becomes a major irritant. Although Cussons seemed to be permanently on TV around the Commonwealth Games, the idents never lost their impact or their humour. Perhaps this is because their realistic approach made them feel like part of the games rather than ads. Even the voiceovers are convincing, achieved by the commentators ad-libbing on seeing the footage for the first time.

Product/client: Cussons

Agency: BDH/TBWA

St Pauls

781 Wilmslow Rd


Manchester M20 2RW


T: +44 161 908 8600

F: +44 161 908 8601


Creative director: Danny Brooke-Taylor

Agency producer: Caroline Deery

Art director: Jason Hill

Writer: Michael Murray

Production company: Rose Hackney Barber

5/6 Kingly Court

London W1B 5PF


T: +44 20 7439 6697

F: +44 20 7434 4102

Director: Graham Rose

Producer: Kate Taylor

Director of photography: David McDonald

Post-production company: Framestore CFC

9 Noel St

London W1V 4AL


T: +44 20 7208 2600

F: +44 20 7208 2626


Editor: Ian Weil

Sound design: Jungle

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