Young & Rubicam, the agency that bought the first commercial spot
to appear on British television, is responsible for the first commercial
to run on digital television this Thursday.
The 30-second ad, for the Colgate Total toothpaste brand, went out at
6.12am on Thursday on Sky Sports within News Network. The spot was
bought by Y&R’s media arm, Mediapolis.
In 1955, at the birth of ITV, Y&R bought the first UK TV commercial for
Colgate’s sister brand, Gibbs SR.
Selina Firth, Y&R’s media manager, said: ’First, it’s right for Colgate
in terms of its brand positioning. Colgate is the most advanced
toothpaste technologically. Digital will change the future of
broadcasting. Second, as we led the way in 1955, there’s obviously a
relevance for us.’ The Colgate ad was created at Y&R’s Toronto
The Gibbs SR ad, a 60-second black-and-white film, aired at 8.12pm on
Thursday 22 September 1955.
Launch of digital, p9 and p15.