A view from Academy Member
Frances Leach, creative director, VCCP
It seems like we’re still in the sweaty throes of the post-Cannes comedown, but it’s already time to re-cork the rosé and get cracking on Cannes entries 2026. Could any of these beauties be next year’s winners? If this lot tells me anything, it’s that craft is alive and well, and I’m here for it. 
Andrex’s “First school poo” valiantly breaks down the stigma of pooing at school with lovely comedy touches, a banging soundtrack and just the right amount of weirdness and swagger to appeal to the target audience. Surely this is going to get the kiddies pooing with wanton abandonment on school grounds from now on. Let’s hope so.
A return of classic car advertising with this “Light, as you like it” spot for Audi. A properly crafted ad, championing an interesting product feature. It’s all car, but doesn’t look or feel like a car ad. Classy, with an impeccable choice of music that leaves me with a smile.
Another beautifully crafted ad is Ocado’s “Life Delivered”. Beautifully shot, a beautiful choice of music, beautiful looking food. It opens with the intriguing shot of a fox stalking backwards, wearing a party hat, and “BAM!”, I’m hooked. It leaves me wishing more of my BBQs involved people doing The Worm in my front room.
Ovo’s “Do energy differently” resisted using CGI for its marauding group of electrical appliances and it’s all the better for it. We’ve seen horror pastiche before, but this feels different to your usual energy company fare. Although I would have loved to actually see someone get partially eaten by a fridge (oh, the irony) but those are ASA guidelines for you.
And lastly Warburtons, which is a masterclass in exquisite writing. Olivia Coleman is used to perfection and, like crumpets, it feels so very British. The OC, crumpets and Warburtons’ advertising itself may have reached peak national treasure status here.
The Thinkboxes shortlist – May/June 2025
Andrex: “First school poo”
This humorous and empowering film tackles the fear and embarrassment that leads 76% of kids to hold in their poo while at school. In it, a boy sitting in a classroom, visibly uncomfortable, is horrified when he accidentally farts. But as everyone stares, he spots the Andrex puppy and is emboldened. Roll of toilet paper in hand, he then glides through the classroom on a skateboard to the toilets while the other children cheer encouragingly.
Agency: FCB London Creative team: Owen Lee, chief creative officer; Kyle Harman-Turner, executive creative director; Rupert Thornborough, art director; Lou Bouge, copywriter Client: Matt Stone, senior director – creative, design & experience, Kimberly-Clark Production company: Biscuit Director: Andreas Nilsson
Audi UK: “Light, as you like it”
A quintet of singers seated in an Audi sing Reel 2 Real’s I like to move it, move it - a capella - in this film to showcase Audi’s latest sunroof technology. As the group sitting inside the car breaks into song, the sunroof above their heads switches between the front and the back seats in time with the singing. The idea shows how easy the sunroof is to use – with just the click of a button.
Agency: BBH London Creative team: Alex Grieve, chief creative officer; Felipe Serradourada Guimaraes, executive creative director; Uche Ezugwu, creative director; Lawrence Bushell, copywriter; Luke Till, art director Client: Kristy Venables / Laura Brennan Audi UK Production company: Biscuit Filmworks Director: Glue Society
Ocado: “Life delivered”
The film for Ocado plays backwards – starting with the aftermath of a kids’ party, then travelling through the multi-generational mayhem and the preparations leading up to it, before finally pinpointing the moment all was made possible: when the Ocado delivery turned up on time. Set to Let forever be by the Chemical Brothers, it’s Uncommon’s first work for Ocado since winning the business.
Agency: Uncommon Creative Studio Creative team: Adam Newby, creative director Client: Sarah Emerson, head of brand, Ocado Production company: Love Song Films Director: Louis McCourt
OVO Energy: “Do energy differently”
Clumsy, chaotic household appliances take centrestage in this film for OVO Energy when they chase a man down a street. The idea is that when your appliances feel like they’re running the show, it’s time to flip the script and take control. The commercial, part of the brand’s “Do energy differently” strategy, was shot as much in-camera as possible using rigged and puppeteer-ed appliances instead of relying on CGI.
Agency: Saatchi & Saatchi Creative team: Franki Goodwin, chief creative officer; Will John, executive creative director; Sarah Heavens, creative lead; Will Blackburn, creative; Avril Delaney, creative Client: Sarah Rae, brand advertising lead, Ovo Energy Production company: CANADA London Director: Réalité (Jason Causse and Alba Sole)
Warburtons: “The inspection”
Actress Olivia Colman plays an inspector from the Department of National Treasures (DONT) in this new spot for Warburtons. First, she bursts into Jonathan Warburton’s office flanked by DONT agents. Then, she checks the crumpet to assess their national treasure status and drifts into a taste trance set to Careless whisper by Wham! At the end, she drives off with loads of baked goods in her case to enjoy – letting slip the whole thing was a cunning ruse.
Agency: Joyful&Triumphant Creative team: Billy Faithful, executive creative director; Andy Lee, Jonny Porthouse, creatives; Kirsty Ferris, project director; Sally Lipsius, producer Client: Jane McMillan, brand director, Warburtons Production company: Merman Films Director: Declan Lowney
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Thinkbox is the marketing body for commercial TV in the UK, in all its forms. Its shareholders are Channel 4, ITV, Sky Media and UKTV. Thinkbox works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV.