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.
For over two decades, Billing’s career has taken in something of a scenic tour of the creative industries. He started out as a producer, songwriter and creative director for major music labels before putting his talents to work for brands.
During his 20-plus years in advertising, he has worked at agencies including The Creative Partnership and was a founder at independent creative agency Above+Beyond, where he worked on clients such as Disney, 20th Century Fox, Boots Walgreens, Subway, Amazon and more.
Now heading up the creative department at Fold7, Billing leads campaigns for some of the biggest brands in marketing, from fabric-of-the-nation local brands to global FMCG powerhouses.
As a partner and executive creative director at Fold7, he creates “coalitions of the willing” to bring brilliant work into the world. Knowing that in our time-starved and attention-deficit times, it’s logical, not brave, to create work that stands out. That brands can make a difference, can entertain, and can be useful. Sometimes all at the same time.
Billing’s choices
This ad, created by BBH London, was launched to promote the European release of Xbox. The spot begins with a woman giving birth in a hospital. The newborn is propelled through the window into the sky and continues flying at high speed through various stages of life, rapidly ageing as he goes. Eventually, he lands directly into a grave as an old man. It finishes with the famous tagline: “Life is short. Play more”.
The ad won a Gold Lion at Cannes as well as silver in the British Television Advertising Awards, and for Direction in the D&AD Awards.
Agency: BBH Creative team: Frederic Raillard, Farid Mokart Production Company: Rattling Stick Director: Daniel Kleinman
Australian lamb “The Comments Section" (2025)
“The Comments Section” for Meat & Livestock Australia by Droga5 ANZ promotes Australian lamb by satirising the toxic discourse of online comments.
Taken from real-life posts from Instagram, TikTok, Reddit, Facebook and YouTube, the fiery debates focus on everyday topics such as dog grooming and how to make tea. When everything is about to reach boiling point, "Lambassador" Sam Kekovich urges everyone to "get out of the comments and into the cutlets” because nothing brings people together like a good old lamb barbecue. It’s a tongue-in-cheek reminder that real human connection beats internet rants.
The ad took home a Silver Lion at Cannes 2025.
Agency: Droga5 ANZ, part of Accenture Song Creative team: Tara Ford Production Company: The Sweetshop Director: Max Barden
Three UK “Phones Are Good" (2018)
“Phones are good” is a bold and humorous response to growing negativity surrounding smartphones.
Three believed that phones had been unfairly criticised and saw them as powerful tools that bring people closer together, helping to organise social lives, find love and create lasting memories.
This ad reimagined iconic moments in history with a modern twist, from cavemen ordering takeaway to the Titanic avoiding disaster and Eve not eating the apple. The campaign challenged the prevailing cynicism about mobile phones by highlighting the positive ways they connect and improve lives.
Agency: Wieden + Kennedy Creative team: Tony Davidson, Iain Tait, Hollie Walker, Tom Bender, Tom Corcoran Production Company: Friend London Director: Ian Pons Jewell
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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.
