The 100 Greatest TV Adverts - Part Two (40-21)

By Simon Wright

The television advertisement has been around on our screens for almost 60 years.  They portray all of our favourite products, promoted by either everyday celebrities or just normal everyday members of the British public.

Christmas officially arrives when the Coca Cola Christmas trucks appear

Adverts (Coca Cola Christmas trucks pictured) have come a long way since a toothpaste company broadcast the first ever commercial on ITV's opening night back in September 1955.  Some of them can be a real nuisance, especially if they pop up in every single advertising break.

It has been over 13 years since a programme was produced by Channel 4 to find the nation's greatest advert, and there have been some real gems since.  Five years ago, I did a top 60 selection on my YouTube account, and have always noticed the commercials that actually can leave you laughing, amazed or even feeling a bit emotional.

In this five-part series for Viewing Perspectives, here is my updated list of the 100 Greatest TV adverts of all-time.  The part covers numbers 40-21, with all years given a rough reference of when the commercial was either first screened or shown most regularly.

40. The AA: You’ve Got a Friend (2005)
In an effort to improve their reputation, the AA produced this advert, with a song that would grab the attention of most.  When you have a breakdown on the road, their message is to call the AA at any time of the day and the year, and they will come and fix the issue.  Whether this happens all the time can't be assured by myself as I don't drive, but their insistence that you've got a friend with the AA made it one of the best ads of 2005.

39. British Airways: To Fly, To Serve (2011) 
In recent years, British Airways have had mixed fortunes, but most definitely have a distinguished history, which is reminded in this advert through the ages.  It provides the audience with a memory of flying with privilege with the world's favourite airline.  This commercial is one for those with a nostalgic feel. 

38. John Lewis: The wait (2011) 
This is such a touching and memorable commercial, and one of the best ever adverts I've ever seen around Christmas time.  A young child is waiting for the big day to arrive, but it isn't to receive gifts, but to give one to his parents.  His anguish in the slow countdown is clear to see and it reminds us that Christmas is totally more than just receiving presents.  John Lewis produced an absolute masterpiece here, and it's low ranking is only because they managed to trump this with the 2012 edition which has made the top 20.

37. Vauxhall: Wacky races (2003) 
Vauxhall Corsa models have always had an element of fun around them and this is real fun.  With the help of some animation, various colours of Corsa get involved in their own rendition of 'Wacky Races,' with some unpredictable results.  However, it does really put the fun back into driving.

36. Guinness: Evolution (2006) 
In 2006, Guinness came up with this interesting take on the evolution of the modern male individual.  Three friends each enjoy the start of a strong pint of Guinness, then go back in time through the ages into various creatures, including sea animals and dinosaurs.  

35. Cadbury’s Smash: Martians (1979) 
Martians from another planet, talking in a different language and wanting to know more about this product.  This is a strange advert, but it does grab the attention of the viewer.

34. Coca Cola: Christmas Trucks (1990s onwards)
One of the first signs of the Christmas holidays nowadays is when this commercial appears on either ITV or Channel 4 for the first time.  First making an appearance in the 1990s, kids and the entire family get excited when the famous Coca Cola trucks come past their town.  This is when you know the festive season is approaching relatively quickly.

33. Mercedes-Benz: Alonso/Hamilton (2007) 
They had a tempestuous relationship driving for McLaren in 2007, but there is healthy respect between Brit Lewis Hamilton and double world champion Fernando Alonso.  When they were team-mates, they did this superb advert for Mercedes-Benz, which highlights their determination to beat one another, whether that is to the hotel room, the race circuit or in the gym.  Eventually, the competition becomes too hot in the steam room, until a rather cool-looking Mika Hakkinen makes a chilled appearance, with smiles all around.  Stunning from start to finish.

32. Toys R-Us: Geoffrey and Helpers (1989) 
The toy superstore Toys R-Us have sadly ditched this advert after over 20 years, but it is one of television's most famous advertising jingles.  When the shop closes for the evening, Geoffrey and Helpers come out from hibernation and reload the store full of stock, from toys to bicycles, before the sun rises.  I wish this returned, as the new commercials just don't have the same appeal.

31. Dunlop: Tested for the Unexpected (1993) 
When advertising budgets simply didn't matter, commercials could range from the stupid to the totally extravagant.  Director Tony Kaye used his budget to the maximum for this advert which sees Dunlop tyres tested to every single element known to the man, including different road conditions and flying objects.  Perhaps Pirelli could look at this example, and improve their own tyres!

30. Kit Kat: Dancing Pandas (1989) 
This advert is actually now on our television screens again, but it first appeared back in 1989.  An observer is keen to see pandas, but gets frustrated by their non-appearance.  When he turns around to take a break from looking at nothing, the pandas appear for a fast-moving dance routine before he finishes his Kit Kat.  They then return into their habitat, as the guy finishes his Kit Kat, turns around and starts looking at nothing again.  The motto to this advert is never turn around.

29. Fiat: Robots (1979) 
The Fiat Strada was handbuilt by robots in 1979 in a two-minute advert which shows the inner makings of the car industry.  Watch it to see a car built from scratch.

28. Skoda: Cake Car (2007) 
Czech manufacturer Skoda has a questionable reputation and has often been the victim of some crude car jokes.  However in 2007, they produced this masterful advert which has one of their models built out of just cake.  Very classy and memorable.  

Watch this advert on YouTube

27. M&M’s: Being British (2012) 
This is a fantastic commercial to celebrate the Queen's Diamond Jubilee last June.  Yellow sweet tries to get into the special packs of M&M's, but he doesn't manage to achieve it despite his best efforts.  Featuring some American voices and animation from our good friends in Australia, this makes it into the top 30, but sorry yellow - not into the top 25.

26. Pepsi: Swedish Girl (1974) 
Shy, scared and clearly experiencing fear of talking to girls, this nerdy bloke, played by Mike Grady (from Citizen Smith) approaches a Swedish girl with two cans of Pepsi, and plucks up the coverage to ask her out, only for the girl to respond in the Swedish language that he simply doesn't understand.  Turning to the camera, he wonders why he even bothered, before we get one of the strangest and longest slogans ever: "Lipsmackingthirstquenchinacetastinmotivatingoodbuzzincooltalkinhighwalkinfastlivinevergivincoolfizzin.'  That's not easy to say!

25. Halifax: Howard the Halifax Man (2000) 
Sometimes, adverts can turn normal people into massive UK superstars.  In the year 2000, Halifax began a long-running television advertisement featuring staff singing popular songs with the words changed to reflect the banking products it offered.  Step forward Howard Brown from the Sheldon branch, who became the star of these commercials for eight years, starting with this commercial on Boxing Day 2000.  Brown was moved into public relations in 2008 and left the corporation two years ago, but he will also been known as Howard the Halifax Man.  He even got into the top 15 of the music charts, with a cover of the Barry White Song 'You're the first, the last, my everything' back in 2003.

24. Heineken: The Water in Majorca (1986) 
The late Bryan Pringle appears in this popular TV commercial advertising Heineken, where he is trying to teach a posh girl to say 'The water in Majorca don't taste like what it ought to.' in a cockney accent.  He is failing miserably until the refreshment of Heineken comes in, when after one sip, the girl starts pronouncing the phrase in the cockney accent.  Voice expressions do change on the taste of good beer.

23. Renault Clio: Papa/Nicole (1998) 
The famous 'Nicole' and 'Papa' series from Renault came to an end in May 1998, when 23 million people tuned in to see the finale when it was broadcast.  Comedians Bob Mortimer and Vic Reeves star in this advert, playing out a classic scene from 'The Graduate.'  Who gets the girl and drives off in the Clio, find out by watching!

22. Cadbury’s Dairy Milk: Gorilla (2007) 
Cadbury launched a new advertising campaign entitled Gorilla in the summer of 2007, consisting of a gorilla at a drum kit, preparing and then drumming along to the song 'In the Air Tonight' by Phil Collins.  The advert immediately amassed over five million views on YouTube, and put Collins back into the UK charts.  The meaning of the advert is to relate the joy of playing drums to that of eating a chocolate bar.

21. Evian: Rolling Babies (2009) 
Babies roller-skating, and undertaking some fairly devilsh moves to a rap single for Evian.  Okay, not sure what the connection is, but it is cute and hilarious.

Categories: Britain, Budget, Christmas, Coca Cola, Dunlop, Fiat, McLaren, Pandas, Pepsi, Toys R-Us

The 100 Greatest TV Adverts - Part Four (80-61)

By Simon Wright

The television advertisement has been around on our screens for almost 60 years.  They portray all of our favourite products, promoted by either everyday celebrities or just normal everyday members of the British public.

The meerkats have become a regular feature of the advertising break

Adverts (meerkats pictured) have come a long way since a toothpaste company broadcast the first ever commercial on ITV's opening night back in September 1955.  Some of them can be a real nuisance, especially if they pop up in every single advertising break.

It has been over 13 years since a programme was produced by Channel 4 to find the nation's greatest advert, and there have been some real gems since.  Five years ago, I did a top 60 selection on my YouTube account, and have always noticed the commercials that actually can leave you laughing, amazed or even feeling a bit emotional.

In this five-part series for Viewing Perspectives, here is my updated list of the 100 Greatest TV adverts of all-time.  This part covers numbers 80-61, with all years given a rough reference of when the commercial was either first screened or shown most regularly.

80. Compare The Meerkat: First advert (2009)
No list would be complete without an appearance from those meerkats.  In 2009, Aleksandar Orlov made his debut on television introducing his new brand, as an intention to mimic the Compare The Market brand.  It worked, as no-one listens to the latter versions.  Orlov normally features, with companions such as Sergei and has become a huge hit.  This advert also introduced the 'Simples' word into the English language.

79. Coca Cola: Three-legged striker (2002) 
In 2002, Coca Cola created a three-legged striker.  Enter 'Leggsy,' who would be seen for the next two years in break bumpers during ITV's doomed three-year highlights association with The Premiership.  His first televised part though was the best, which sees him laughed at by his friends when he attempts to show off his soccer skills, but ultimately win a late call-up to the England squad in fortunate circumstances, and comes off the bench to score the winning goal in the World Cup final.  As to date, no England striker can claim they have three legs - it might help in competitive matches!

78. Renault: Shake It (2003) 
French car manufacturer Renault introduced another word into the English language in 2003 that wasn't commonly associated before then.  There is some use of the new Megane model, and a lot of shaking for 'La derrière.'  Supposedly, the closer to the steering wheel it is, the better the driving experience is, though that is probably up for debate.

77. The Guardian: Point of View (1986) 
The Guardian newspaper has been around since 1821, although in those days, it was known as the 'Manchester Guardian.'  In 1986, this advert was declared a success by critics, which tells a story from three different points of view.  It is only from the third angle that you seen the full picture of what is about to happen.  This newspaper is one that most can still trust after the phone-hacking scandal of 2011 that tore through the tabloid and broadsheet industry, leading to the demise of one of its main competitors the News of the World.

76. McCain Micro Chips: Quickety Quick (1994) 
The McCain chip family has been around for a long time, but for those who love their chips (like myself), and are in a rush, then they came up with a product that has chips getting cooked to perfection in the microwave in just three minutes.  Enter McCain Micro Chips and this classic jingle in 1994 - 'real chips, quickety quick.'

75. Pepsi Max: Burnout (2011) 
Pepsi Max have a history of producing commercials that are actually totally ridiculous.  However, this particular advert in 2011 made me laugh, as the big boss has a complete burnout on a Friday afternoon.  Let's be honest, drinking Pepsi Max and watching American motorsports action is a million times better than a tedious business meeting at the end of a long and tiring week.

74. Snickers: Mr. T (2007) 
The famous figure of Mr. T appears in this advert for Snickers, with some catchy words for a footballer who has attempted to win a foul and fake an injury.  Perhaps we should see more from Mr. T in a real football environment, as it might cut out the excessive diving that the game has today.

73. EDF Energy: Athlete Dreams (2012) 
EDF Energy was the power of electricity behind the Olympic Games in London last summer.  Starring Team GB gold medalist and Strictly Come Dancing's Victoria Pendleton, two technicians have their own dreams, trying out events in the Velodrome, and the Olympic Stadium amongst others.  You can't blame them for trying.

72. Citroen: Ice Skating Transformers (2004) 
Citroen's second entry in the list is similar to the one they produced just over six years later.  In the snowy conditions of central France, some Citroen technicians test out their new car, with the help of the model actually turning into an ice skating transformer.  Some catchy music from artist David Guetta adds a decent beat to a commercial that was most definitely alive with technology.

71. Clarks: School Report (1980s) 
As a shoe brand, Clarks is still one of the best when it comes to all-round comfort.  I know the background of the company, having worked in retail with them for almost seven years (2005-2012).  One aspect they've lacked in recent years is decent advertising campaigns, which wasn't a problem in the 1980s.  Highlighting their strong aspect of looking after kids shoes, some of their most popular collections feature in this advert, putting together shoe flexibility and good grades in school reports.  I still recommend that for a new school year, always go to Clarks - as their dedicated fitters will give customers the best experience you could ask for.

70. Nationwide: Little Britain (2010) 
The England football team is on the training field, preparing for their dismal World Cup campaign in South Africa.  Two famous characters from Little Britain appear, and distract Fabio Capello's attention, with Andy, played by Matt Lucas leaving some of the top professionals looking surprised with his skills.  Nationwide ended their association with the team after World Cup 2010, but they went out on a high with this funny commercial.

69. Cornetto: Just One More Cornetto (1983) 
On the gondola of beautiful Venice in Italy, this famous advert for Wall's Cornetto deserves to make the list.  I'll let you watch rather than describe it.  This advert was repeated again in a more modern fashion in 2006, but it simply doesn't beat the original.

68. T-Mobile: Pillow Fight (2003) 
Back in 2003, the latest phone craze for technical geeks was the introduction of picture messaging.  T-Zones was the promotion for this when signing up with T-Mobile.  It is a funny advert, but the use of pillows is strange.

67. Budweiser: Whassup! (2000) 
Whassup! was a successful advertising campaign that ran for four years by the American beer Budweiser.  Although this advert first premiered in the States in late 1999, it wasn't until the year 2000 in the UK when we saw it for the first time.  The catchphrase is quite tired now, but in its prime, it was seen as 'cool' to use it.  The advert does tell a typical story for the neutral sports fan though: 'Not much mate, watching the game, having a bud.'

66. Pepsi: Sumo Football (2002) 
Ahead of the 2002 FIFA World Cup, Pepsi ran an advert for a match between some of the world superstars at the time such as Raul, David Beckham and Edgar Davids against a team of overweight, Japanese sumo wrestlers.  The prize they were playing for was Pepsi.  And who won, well watch to find out.  However, don't call the underdogs as amateurs.

65. One2One: Gary Oldman (2001) 
Before the days of T-Mobile, One2One was one of the leading mobile phone networks.  In its final year as it was known before being rebranded in 2002, Gary Oldman narrated this powerful 90-second commercial which expresses some of the emotions you can find in a one-to-one conversation, from chance meetings and heartbreak to more precious moments.  I reckon this advert would get the attention of most.

64. Real Fires: Togetherness (1988) 
Who said that dogs, cats and mice can't get on.  This advert, first screened in 1988 was created by director Tony Kaye, who has gone on to have great success in directing music videos and feature-length movies.  It shows that animals can get on, and in a deadly situation as a real fire, there is no time for hate and bitterness.

63. Vodafone: Bees and Freebies (2010) 
The Vodafone bees made their debut on the TV advert three years ago, promoting the new Vodafone Freebies incentive.  This was a cracking advert, which shows one of the bees wanting to know more about the reward package, only to keep banging his head on a glass window without paying attention to a door just nearby to enter the shop.  Typical clumsiness!

62. Weetabix: Steeplechase (2009) 
A major horse race takes place and there's a fall on the first fence.  Both jockey and horse are unscathed, but the chances of victory are over.  That bet you placed in the bookies was wasted, or was it?  The jockey continues with the power of Weetabix and ends up winning the event.  This is a superb imagination of man triumphing against the odds in The Rigby Stakes.

61. Honda: The Impossible Dream (2005) 
When it comes to producing and creating car adverts, no-one does it much better like Honda.  Travelling through time on some of the classic machinery that Honda has produced over the years, this advert portrays the impossible dream, as actor Simon Paisley Day rides, sings and drives through time in two minutes, with the perfect backing music from the late great Andy Williams.  The commercial was filmed on roads in New Zealand and the Iguazu Falls in South America and tingles the beat of many watching.

Categories: Actor, America, Bees, Dogs, Gary Oldman, Honda, Jockey, New Zealand, Pepsi, Pillows, Raul, South America, Venice, Vodafone, Whassup