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High Five: A Powerful Punch of Compelling Campaigns


Gabriel Miller, head of creative at Human Standard, picks out five captivating works from the UK that he can't seem to shake from his head

High Five: A Powerful Punch of Compelling Campaigns

I could have put 500 ads here. In the end, I chose five that for one reason or another I just can’t get out of my head. The ones I keep coming back to again and again, sometimes for objective reasons, and sometimes extremely subjective ones. Interestingly, despite not having worked in London for over a decade, all my choices are from the UK. Sorry, American friends...

John Smith's - ‘Ave It!

Agency: TBWA\London
Production: Spectrecom Films
Director: Daniel Kleinman

The Peter Kay campaign for John Smith’s is the reason I got into advertising in the first place. Who wouldn’t want to make this sort of thing for a living!? The fact that I got to write the follow-up campaign when John Smith’s brought back Peter Kay for another run in 2010 was some kind of crazy cosmic poetry. ‘Ave it!

Nike - 'Nothing Beats a Londoner'

Agency: Wieden + Kennedy London
Production: Riff Raff Films 
Director: Megaforce

When advertising is at its best, it doesn’t just deliver a powerful message in an ingenious way, it does it in a manner that somehow taps into the mood of a nation. Being released just a few months after the London Bridge terror attacks and the Grenfell Tower fire rocked London to its core, 'Nothing beats a Londoner' was the perfectly executed pick-me-up every Londoner needed.

MacMillan Cancer Support - 'Whatever It Takes'

Agency: AMV BBDO
Production: Iconoclast
Director: Jonathan Alric
Post: MPC
Editorial: Stitch Editing
Sound: 750mph

A case study in the power of music in advertising, this film for MacMillan Cancer Support is a masterpiece. With any other piece of music it would still be profoundly moving, but with 'Spring 1' by Max Richter, it’s nothing short of devastating.  

R Whites - 'Secret Lemonade Drinker'

Agency: Allen Brady and Marsh 
Sound: Ross McManus x Declan McManus 

Why did we stop making jingles in advertising? The jingle in the classic 'secret lemonade drinker' R Whites lemonade spot from the 1980s has been stuck in my head for over 30 years! R Whites is still the first brand I think about when someone says 'lemonade', and I haven’t even seen it on a shelf in decades! For crying out loud, people, let’s bring back the jingle!

Channel 4 x Paralympics - 'Meet the Superhumans'

Agency: In-house at 4Creative
Director: Dougal Wilson

Another example of a great music track elevating an excellent film into a masterpiece, but the idea here is still the star of the show. Showing that paralympians aren’t just equal to regular athletes, but superior to them - because of the challenges they’ve overcome - is the epitome of a truth well told. Brilliant stuff!

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High Five, Wed, 09 Nov 2022 12:30:04 GMT