A view from Academy Member
Will Thacker, co-founder and creative partner, 20(Something)
Right, Halloween’s out of the way—rotten pumpkins and cheap plastic outfits in the bin. We're probably one weekend away from Christmas ads starting to roll in, and supermarket shelves shifting Pantone colours from the orange, purple, and black to the greens, reds, and golds of the end-of-year celebrations (although some on the team said they’ve already indulged in pigs in blankets!).
Anyway, onto the ads—none of which relate to these occasions.
EE
Love this campaign—great truths, quality storytelling, and superb film work. Everything about it, from the graphical clock at the start to the big music tracks, shouts quality. The "ad of two halves" approach works well; the first half has a Metropolis-style edge, while the second half feels real and honest.
Currys
Great perspective—it’s about time we all burst our digital bubbles and added a bit of friction to our lives, beyond just being one click away from buying another gadget. This aligns well with the "Techspectations" platform, bringing a real service with IRL people. I’m not usually a fan of puns.
Kwik Fit
Another solid angle. I can really relate to staring through the grubby waiting room window with a bad coffee in hand, watching as your car is hoisted up and the blue-uniformed crew scurries around underneath, while you brace for the inevitable huge bill. Nicely captures that everyday moment with a bit of humour and weirdness.
Tombola
Perfectly fits the category. Good casting, catchy tune, and strong songwriting. I even found the two-minute version, which I especially love for the clap solo near the end. The dry, monotone delivery really makes this.
John Lewis
Apparently the first of what will be three epic films leading up to Christmas. I’m curious to see if the window theme will carry through. Beautifully shot, with great use of archival elements that really land the nostalgia and those cultural moments. And who doesn’t love a Graceland track? Maybe the original song might have given the film a little more energy.
Who will the Thinkbox Academy vote for? And who gets your vote? Tweet us @ThinkboxTV using #Thinkboxes and view all the previous winners at www.thinkbox.tv/thethinkboxes
The Thinkboxes shortlist – Sept/Oct 2024
1. Currys: “IRL (Beyond techspectations)”
Currys’ “Beyond techspectations” campaign is all about relatable human truths. In this latest commercial in the series, the fun is poked at the ingrained digital behaviour of hardened online shoppers by bigging up the experience and value to be gained from physical shopping in-store. The film, directed by Greg Bell, humorously shows Currys colleagues going over and beyond in the name of customer service, underlining Currys’ claim to be the go-to (physical) destination for tech expertise.
Agency: AMV BBDO Creative team: Will Brockwell; Louis Prenaud; David Westland; Jeremy Tribe Client: Aisling Lancaster, head of brand and advertising Production company: Red Studios Director: Greg Bell
2. EE: “Clocking off”
Set to the song Left to my own devices by the Pet Shop Boys, this film follows a day in the life of a group of people performing robotic, routine tasks at work, such as the commute – all shot in monochrome. As they leave, however, scenes move to vibrant colour – symbolising the transition to a lively home environment. Briefly, each individual encounters a busy household with multiple devices competing for bandwidth, resulting in delays and frustration … until the magic of EE WiFi 7 kicks in.
Agency: Saatchi & Saatchi Creative team: Ben Mooge; Will John; Samual Simmons; George Coyle Client: Niamh O’Connor, brand campaign manager Production company: Love Song Director: Daniel Wolfe & Louis McCourt
3. John Lewis: “The window”
A single John Lewis store window is dressed and redressed over the course of a century in this new film directed by creative and directing collective King She. From the roaring 1920s to the swinging 60s by way of the outbreak of World War II, viewers are transported through 100 years of iconic British eras. BAFTA-winning actress Samantha Morton provides the voice-over for the film which also features the Paul Simon track I know what I know.
Agency: Saatchi & Saatchi Creative team: Franki Goodwin; Eoin McLaughlin; Mia Silverman; Olivia Weston; Emily Downing Client: Katie England Production company: Somesuch Director: King She
4. Kwik Fit: “Reasons why you’ll drive away happy every time”
This deadpan 60-second film showcases how KwikFit ensures customers "drive away happy every time”. A marked change in tone for the brand, the spot mirrors everyday interactions between customers and Kwik Fit staff in an absurd way to show the retailer in a more human light. Directed by Harold Einstein, it underlines how important Kwik Fit’s staff are in making customers happy.
Agency: VCCP Creative team: Mark Orbine, executive creative director; Tony Hector, creative director; Dipesh Mistry and Drew Haselhurst, creative directors Client: Tom Gentle, head of retail marketing Production company: Outsider Director: Harold Einstein
5. Tombola: “Open for fun”
Tombola wants to disrupt and transform the bingo market. True to this aim, its new commercial disrupts the sector’s ad conventions, too. In this comedy film directed by Big Red Button, which marks a significant creative change for the Tombola brand, the action follows stand-up Jo Griffin performing a song to people in a variety of downtime scenarios. Featuring back tattoos and axe- juggling, the vignettes grow increasingly absurd.
Agency: Meanwhile Creative team: Meanwhile Client: Emma Luke, campaign manager Production company: Blink Director: Big Red Button
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