3 Great Ads is a long-running Thinkbox and Campaign series. The idea is not only to explore some of our greatest ads in the company of people who know a thing or two about making them, but also - because of the proven link between creativity and effectiveness - to inspire the ad industry to even greater heights.
Dungate is a 20+ year veteran of the creative industry, with a career that has spanned Australia, South East Asia, China, Japan, the US, and the UK where he is currently resides as chief creative officer of Uncommon Creative Studio London.
Before that, he worked for Wieden + Kennedy for 18 years, across Shanghai, London, Tokyo and New York, where he was chief creative officer. He’s worked across most product categories and has been recognised at the highest levels of creative leadership for his attention to craft, strategy, mentorship, and storytelling in all channels and media.
Dungate’s choices
Sony PlayStation “Mental Wealth” (1999)
Back in 1999, TV viewers were treated to a bizarre ad. A Scottish girl with pigtails, who might’ve been an alien…in a basement room somewhere.
The ad has a strange, video-diary vibe with bad lighting, choppy editing and a low-level soundtrack. This futuristic-looking girl chats straight into the camera, telling you to stop living through others and to tap into your “mental wealth” instead.
Agency: TBWA \ London Creative team: Trevor Beattie, Bill Bungay Production Co: RSA London Director: Chris Cunningham
Carlton Draught “Big Ad” (2005)
The iconic 'Big Ad' was the brainchild of Ant Keogh and Grant Rutherford who had the idea during a train ride home, where the duo began humming “It’s a Big Ad” to the tune of O Fortuna, drawn to its grand, epic feel. That same evening, Rutherford fleshed out the lyrics, bringing the concept to life.
The ad went on to become one of Australia’s most loved and celebrated commercials, earning its own Wikipedia page and securing over 30 international awards, including the prestigious Gold Lion at Cannes in 2006.
Agency: George Patterson and Partners (Young & Rubicam) Creative team: James McGrath, Ant Keogh Production Co: Plaza Films Director: Paul Middleditch
Smart training system Tonal’s "Power Progress" is a futuristic campaign redefining fitness and challenging old-school workouts. Created with agency Quality Experience, the campaign signals a bold new direction, redefining fitness.
The ad, directed by award-winning French filmmaker Aube Perrie (known for music videos for Harry Styles and Megan Thee Stallion), features a score by Nine Inch Nails’ Atticus Ross.
Agency: Quality Experience Creative team: Ari Weiss, Cristina Reina Production Co: Pulse Films Director: Aube Perrie
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