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.
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.
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.
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| Christmas officially arrives when the Coca Cola Christmas trucks appear |
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.
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.
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.
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.
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.
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.
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.
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.
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.
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!
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.
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.
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
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.
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!
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.
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.
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!
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.
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.
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.
