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My Most Immortal Ad: Toby Allen

The Immortal Awards

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The Immortal Awards juror and AMV BBDO deputy executive creative director on the simplicity and profundity of a Guardian icon

Last week, we unveiled the first 10 names who will be judging this year’s Immortal Awards. With the entry system now open, our esteemed jurors will take it in turns to select an ad that’s iconic to them, revealing the reasons why it’s stayed with them until this day.

The second ad in this year’s series comes from Toby Allen, the double Immortal Award winning deputy executive creative director at AMV BBDO, who opts for a classic Guardian commercial that is as relevant today as it was when it launched...

Guardian ‘Points of View’ (BMP, 1986)

This was the ad that led me into the industry because it showed me what advertising could achieve as a cultural form.

It takes a mere 30 seconds to demonstrate what William Faulkner and Kurosawa took a whole novel or film to do: the unreliability of any one narrative. I love its marriage of simplicity and profundity - a universal truth, told in the barest way possible.

It was written by Frank Budgen and directed by Paul Weiland; both masters of their form: no padding, no unnecessary action, or redundant endline. And as with all immortal ads, it is genuinely timeless.

If anything it is more relevant in today’s hyperpartisan culture than it was in 1986: with a fresh voice and updated logo it could run tomorrow and would hit home. It’s 30 seconds that has stayed with me for years.

The Immortal Awards entry system is now open. Every member of Little Black Book is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive two entries, whilst Silver and Gold members get five entries. The full list of rules, including eligibility dates, can be found here.

If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today. If you’re already a member and would like to increase your number of entries, you can upgrade your membership here.

Thanks to our wonderful Immortal Awards partners

Adobe | Framestore | Gemini People