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High Five UK: April 2019

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As its government kicks the Brexit can a little further down the road, British advertising continues to turn out world-class work, writes LBB’s Alex Reeves – in association with the APA
High Five UK: April 2019

Brexit may have utterly broken the British democratic system as the chance to find any kind of resolution is postponed even further, but the UK advertising industry keeps churning out good work regardless of the uncertainty and impatience across the nation. 2019 started strong from a creative perspective and the high-quality work continues to emerge as the British summer begins to hot up (although it’s worryingly early, as Greta Thunberg might point out).


giffgaff - #Choosegiffgaff


Despite the fact that Britain loves Brexit so much and is unanimously overjoyed that the drama is being extended for another season, there aren’t many brands that would go near the divisive issue with a barge pole. giffgaff have always shown a certain swagger in their advertising though, as evidenced by this strangely joyful film that takes the subject on fairly head-on in order to make a point about the power of having control over our choices. It’s the idiosyncratic British approach that makes it, I think. As the mobile network’s head of advertising Abi Pearl told LBB’s Laura Swinton. “There’s something wonderfully British about the fact that someone with a lampshade man on their head could be a candidate.” Indeed. That’s how we like to do politics on these odd little islands.



Halifax - That New Home Feeling



There isn’t a lot to unpack in this idea. Pretty much anyone in any part of the world could likely understand it. The slinky is feeling good. It’s dancing around the house to Kool and the Gang, having a right old boogie, jungle style. The floor and various parts of the house are lighting up in time with its dancing. It’s a lot of fun. And it’s a metaphor for how you’ll feel when you’ve just moved into your new home with the help of a Halifax mortgage. Look at it. Who wouldn’t want to have that feeling? It’s an elegant concept by adam&eveDDB, done with flair and panache by oddball directors The Sacred Egg.



ITV - More Than TV



We’ve already made it clear that we’re big fans of Uncommon Creative Studio’s work redefining Britain’s oldest commercial TV channel here at LBB. All the components of the broader campaign are doing slightly different things, but the gravitas of this message is visceral. An exhortation of the sheer power of television delivered by broadcasting icon Sir Trevor McDonald OBE, it doesn’t only make me want to watch ITV - it makes me feel proud of ITV for its over 50 years of playing a role in British culture, shaping and being shaped by it.




Tourism Ireland - Glass of Thrones



Apart from the never-ending thrill of Brexit, the drama most captivating people right now is the final crescendo of Game of Thrones as it hurtles through its last few episodes. That meant that Publicis London had one last chance to make a campaign for Tourism Ireland that capitalises on the swords, sex and sorcery that has been keeping the world gripped for the best part of a decade. Because a lot of Game of Thrones is made in Ireland, in case you didn’t know. Following the original mammoth wooden doors and last year’s real-life tapestry, this latest execution is just as awe-inspiring and tangible - massive stained glass windows depicting the events of each episode, erected in Belfast city centre. They’re stunning. Well worth poring over.



WaterWipes - #ThisIsParenthood



This is a documentary about what parenthood means, commissioned by a brand of baby wipes. Which, on paper, sounds quite dull. But thanks to the skill of Bafta-nominated director Lucy Cohen, working with a crew of just three to really try to truly understand the parents it features, it’s a triumph. There’s a lot of heart in it, which is also testament to the sentiment that WaterWipes and its agency The Brooklyn Brothers went into the project with: that parenting is terrifying and hard and confusing and that the conversation around what it takes needs to be more honest.

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LBB Editorial, Thu, 25 Apr 2019 16:34:08 GMT