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 (Cravendale cats 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 final part covers the top 20, 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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| The Cravendale Cats make a top 20 appearance, but is it number one? |
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 final part covers the top 20, with all years given a rough reference of when the commercial was either first screened or shown most regularly.
20. Levi’s:
Laundrette (1985)
To promote the new Levi's 501 jean range, this advert is one of the most famous in the history of television. Directed by Roger Lyons, the advert sees a male individual stroll into the laundrette's with an attitude of 'I look sexy, look at me ladies.' And the ladies can't quite believe it when the guy, played by Nik Kamen strips down to his underwear. Ladies with an attraction for the male body can stop drooling now!
To promote the new Levi's 501 jean range, this advert is one of the most famous in the history of television. Directed by Roger Lyons, the advert sees a male individual stroll into the laundrette's with an attitude of 'I look sexy, look at me ladies.' And the ladies can't quite believe it when the guy, played by Nik Kamen strips down to his underwear. Ladies with an attraction for the male body can stop drooling now!
19. Walkers:
Salt and Lineker (1995)
Former Barcelona and Tottenham striker Gary Lineker has been promoting Walkers Crisps for the past two decades. Football's nice guy, who was never cautioned by a referee is a mean man on these adverts, and this is his best advert. Starring former England team-mate Paul Gascoigne, Lineker is watching the match and preventing Gazza from getting any of his crisps for the new 'Salt and Lineker' range (actually Salt and Vinegar). Gascoigne then starts sobbing uncontrollably after those famous tears from Italia 90, and Lineker shows no remorse on this occasion.
Former Barcelona and Tottenham striker Gary Lineker has been promoting Walkers Crisps for the past two decades. Football's nice guy, who was never cautioned by a referee is a mean man on these adverts, and this is his best advert. Starring former England team-mate Paul Gascoigne, Lineker is watching the match and preventing Gazza from getting any of his crisps for the new 'Salt and Lineker' range (actually Salt and Vinegar). Gascoigne then starts sobbing uncontrollably after those famous tears from Italia 90, and Lineker shows no remorse on this occasion.
18. Reebok:
Belly’s Gonna Get Ya (2001)
Whoever created this advert should be praised because it is a real classic. An athlete tries to run away from a fat, big belly who is determined to swallow him up - charging at him through a shopping centre and even on a motorbike through a multi-storey car park. Eventually, the belly loses as he crashes into the water, and that is largely because the athlete has his new Reebok trainers.
17. Apple
Computers: 1984 (1984)
Apple's most famous advert was one of its first commercials, which promotes the new Macintosh range, launched in January 1984. It sees some disciples being brainwashed by messaging on a big screen, before the message explodes by a flying object. 'And you will see why 1984 won't be like 1984.' Computing has never been the same since.
Apple's most famous advert was one of its first commercials, which promotes the new Macintosh range, launched in January 1984. It sees some disciples being brainwashed by messaging on a big screen, before the message explodes by a flying object. 'And you will see why 1984 won't be like 1984.' Computing has never been the same since.
16. Yellow Pages:
JR Hartley (1983)
In 1983, author JR Hartley takes a trek into town, desperate to get a copy of his book 'Fly Fishing.' However, he is to be massively disappointed, as all bookshops in the town do not sell this. Returning home looking disconsolate, Hartley is persuaded to try a couple more that can only be found in Yellow Pages. Eventually, he gets what he is looking for and it is down to the yellow book that has always been there to solve a problem. The fictional character was played by actor Norman Lumsden and was replayed again after his death in November 2001, aged 95.
In 1983, author JR Hartley takes a trek into town, desperate to get a copy of his book 'Fly Fishing.' However, he is to be massively disappointed, as all bookshops in the town do not sell this. Returning home looking disconsolate, Hartley is persuaded to try a couple more that can only be found in Yellow Pages. Eventually, he gets what he is looking for and it is down to the yellow book that has always been there to solve a problem. The fictional character was played by actor Norman Lumsden and was replayed again after his death in November 2001, aged 95.
15.
Barclaycard: Waterslide (2008)
Seriously, is there a cooler way to get to your home from work. I can't think of one. In 2008, Barclaycard came up with this amazing idea to have a guy leave his office and down this giant waterslide, ranging through various locations from downtown to libraries and groceries.
Seriously, is there a cooler way to get to your home from work. I can't think of one. In 2008, Barclaycard came up with this amazing idea to have a guy leave his office and down this giant waterslide, ranging through various locations from downtown to libraries and groceries.
14. Irn Bru:
Crazy Granny (2002)
On the outside, she seems just like a normal grandmother, but on the inside, she has an evil craving and it is for the soft drink Irn Bru. Arriving at a shop, she goes crazy in her buggy, and scatters cans of Irn Bru all over the place, collecting many in her trolley. Some people will do anything to get refreshed.
On the outside, she seems just like a normal grandmother, but on the inside, she has an evil craving and it is for the soft drink Irn Bru. Arriving at a shop, she goes crazy in her buggy, and scatters cans of Irn Bru all over the place, collecting many in her trolley. Some people will do anything to get refreshed.
13. Nike:
Parklife (1997)
In 1997, Nike decided to take football back to the hundreds of pitches where it started. Sunday League football is mocked at, but these normal footballers got a real treat when they starred alongside top superstars at the time such as Eric Cantona, David Seaman and Robbie Fowler. Whatever team you are in, Nike loves the beautiful game.
Watch it on YouTube
In 1997, Nike decided to take football back to the hundreds of pitches where it started. Sunday League football is mocked at, but these normal footballers got a real treat when they starred alongside top superstars at the time such as Eric Cantona, David Seaman and Robbie Fowler. Whatever team you are in, Nike loves the beautiful game.
Watch it on YouTube
12. John
Lewis: The Snowman Journey (2012)
Called 'The Snowman Journey,' this commercial for John Lewis is heart-warming, tender and emotional. Whenever I saw it throughout Christmas last year, it nearly brings me to tears. John Lewis encourage everyone to go the extra mile to get the desired gift and this advert ticks all the right boxes. The song 'The Power of Love,' reached the top 10 over the festive period last year in the iTunes chart and is worthy of its high ranking.
Called 'The Snowman Journey,' this commercial for John Lewis is heart-warming, tender and emotional. Whenever I saw it throughout Christmas last year, it nearly brings me to tears. John Lewis encourage everyone to go the extra mile to get the desired gift and this advert ticks all the right boxes. The song 'The Power of Love,' reached the top 10 over the festive period last year in the iTunes chart and is worthy of its high ranking.
11. British
Telecom: Ology (1988)
Maureen Lipman is often outspoken and she shows it in this advert where she congratulates her grandson on the phone on his exam results. When he surprises her by saying his results were disastrous, Lipman doesn't care what he failed, just what he passed and takes pride in Anthony having passed Sociology. Whether it is hard luck or well done, a positive message is always the way forward.
Maureen Lipman is often outspoken and she shows it in this advert where she congratulates her grandson on the phone on his exam results. When he surprises her by saying his results were disastrous, Lipman doesn't care what he failed, just what he passed and takes pride in Anthony having passed Sociology. Whether it is hard luck or well done, a positive message is always the way forward.
10. British
Airways: World Face (1989)
Struggling to keep up with the rapidly moving airline technology in the 1980s, the fortunes of British Airways changed with this advert in 1989, which sees groups of different people form an eye, then the global world map. The airline brings millions of people together and it was a unique advert at the time it was first screened. It starts the top 10 countdown and deservedly so.
Struggling to keep up with the rapidly moving airline technology in the 1980s, the fortunes of British Airways changed with this advert in 1989, which sees groups of different people form an eye, then the global world map. The airline brings millions of people together and it was a unique advert at the time it was first screened. It starts the top 10 countdown and deservedly so.
9. Honda: Cog (2003)
This advert actually topped my ranking five years ago, but has taken a drop since. It cost £7m to produce and campaign, and the full two-minute commercial which was first shown during ITV's coverage of the 2003 Brazilian Grand Prix shows the various parts of a Honda Accord car clicking together from start to finish. It was money well spent and might have its critics, but as the advert says, isn't it nice when things just work.
This advert actually topped my ranking five years ago, but has taken a drop since. It cost £7m to produce and campaign, and the full two-minute commercial which was first shown during ITV's coverage of the 2003 Brazilian Grand Prix shows the various parts of a Honda Accord car clicking together from start to finish. It was money well spent and might have its critics, but as the advert says, isn't it nice when things just work.
8. Cravendale:
Cats with thumbs (2011)
Now to many of us, cats are seen as lovely pets to have, even if sometimes they can do their business in the most inappropriate of places. However, this commercial for Cravendale sees the species of cat show their frustration at not getting the milk they crave for. They get together, growing thumbs along the way. It really is a scary proposition, 'Cats with Thumbs.' A very funny and outstanding advert.
Now to many of us, cats are seen as lovely pets to have, even if sometimes they can do their business in the most inappropriate of places. However, this commercial for Cravendale sees the species of cat show their frustration at not getting the milk they crave for. They get together, growing thumbs along the way. It really is a scary proposition, 'Cats with Thumbs.' A very funny and outstanding advert.
7. Carling:
Dambusters (1989)
The Carling Black Label brand got more popular after this advert in 1989, which was a mimic take of the classic movie 'The Dambusters.' His goalkeeping ability is fairly impressive too.
The Carling Black Label brand got more popular after this advert in 1989, which was a mimic take of the classic movie 'The Dambusters.' His goalkeeping ability is fairly impressive too.
6. Thinkbox:
Every Home Needs a Harvey (2010)
The power of advertising television in general actually makes the top six, when a couple visit a dogs home, looking for a pet to take home with them. They then meet Harvey, who seems determined to show what he can do, which includes cooking the dinner, drive the kids and clean the windows. Once the slogan is completely shown to the music of 'You Ain't Seen Nothing Yet,' Harvey's suitcase is packed and he raises his eyebrow in anticipation that he might be chosen. A very chilled and cool commercial that richly earns a place as my number six choice.
The power of advertising television in general actually makes the top six, when a couple visit a dogs home, looking for a pet to take home with them. They then meet Harvey, who seems determined to show what he can do, which includes cooking the dinner, drive the kids and clean the windows. Once the slogan is completely shown to the music of 'You Ain't Seen Nothing Yet,' Harvey's suitcase is packed and he raises his eyebrow in anticipation that he might be chosen. A very chilled and cool commercial that richly earns a place as my number six choice.
5. John West
Salmon: Bear Fight (2000)
Into the top five and it is a fight between the bears and a man who just loves his salmon. They get into a vicious confrontation, involving karate and kung-fu moves, ending with the human being distracting the bear by shouting: "Ooh look an eagle.' As the bear looks away, he gets a painful kick in the wotsits and loses the battle for the salmon. The advert is for John West and is one of the funniest of all-time.
Into the top five and it is a fight between the bears and a man who just loves his salmon. They get into a vicious confrontation, involving karate and kung-fu moves, ending with the human being distracting the bear by shouting: "Ooh look an eagle.' As the bear looks away, he gets a painful kick in the wotsits and loses the battle for the salmon. The advert is for John West and is one of the funniest of all-time.
4. John
Smith’s: Diving (2003)
The best advert in the Peter Kay/John Smith's range comes in a diving competition. Into the final round, two divers from Australia and Canada show off their techniques with quality moves that earn decent scores from the judges. Kay, acting as John Smith from Great Britain is the final diver to go and does a 'running bomb' jump into the pool, soaking the judges on his way through. He gets perfect 10s, which shows advertising can really stretch into the realms of fantasy. Top bombing and very unlucky to just miss out on the top three.
The best advert in the Peter Kay/John Smith's range comes in a diving competition. Into the final round, two divers from Australia and Canada show off their techniques with quality moves that earn decent scores from the judges. Kay, acting as John Smith from Great Britain is the final diver to go and does a 'running bomb' jump into the pool, soaking the judges on his way through. He gets perfect 10s, which shows advertising can really stretch into the realms of fantasy. Top bombing and very unlucky to just miss out on the top three.
3. Guinness:
Surfers (1999)
Voted as The Greatest TV Advert by viewers of Channel 4 back in the year 2000, this advert encapsulates why good things come to those who wait. Some adverts don't need explaining and just need to be watched, and this is one of these. A top three ranking shows the high praise I think of this commercial.
Voted as The Greatest TV Advert by viewers of Channel 4 back in the year 2000, this advert encapsulates why good things come to those who wait. Some adverts don't need explaining and just need to be watched, and this is one of these. A top three ranking shows the high praise I think of this commercial.
2.
PlayStation: Double Life (1995)
When the PlayStation was created by Sony and launched into Europe in October 1995, the world of computer gaming changed forever. Along with it came this truly epic commercial, titled the Double Life. It shows a man travelling through the streets after a hard day in a 9-5 job, but coming alive at night in a gaming ID. It then follows other people who admit to their gaming passions, all claiming to have a Double Life. They all say 'they've lived,' and it produces the best slogan in my view of all-time: 'Do Not Underestimate The Power of PlayStation.' An awe-inspiring commercial which stays in a number two ranking as it achieved from me back in 2008.
When the PlayStation was created by Sony and launched into Europe in October 1995, the world of computer gaming changed forever. Along with it came this truly epic commercial, titled the Double Life. It shows a man travelling through the streets after a hard day in a 9-5 job, but coming alive at night in a gaming ID. It then follows other people who admit to their gaming passions, all claiming to have a Double Life. They all say 'they've lived,' and it produces the best slogan in my view of all-time: 'Do Not Underestimate The Power of PlayStation.' An awe-inspiring commercial which stays in a number two ranking as it achieved from me back in 2008.
1. Hovis:
Slices of History (2008)
And so we come to my number one advert, and it is a new commercial to my previous lists. Hovis have been part of our lives for over 100 years, and this advert is simply mind-blowing. A young boy collects a loaf of Hovis from the shop, and then travels through British history and some of its key points in just 90 seconds. Moments include the demonstrations before women get the vote, devastation after the two World Wars and jubilee celebrations before arriving home. Superb in every way possible and a truly deserving winner of 'The Greatest TV Advert of all-time.'
Hope you enjoyed my selection of commercials from just under the past 60 years, and here's to more stunning adverts over the next 60 years.
And so we come to my number one advert, and it is a new commercial to my previous lists. Hovis have been part of our lives for over 100 years, and this advert is simply mind-blowing. A young boy collects a loaf of Hovis from the shop, and then travels through British history and some of its key points in just 90 seconds. Moments include the demonstrations before women get the vote, devastation after the two World Wars and jubilee celebrations before arriving home. Superb in every way possible and a truly deserving winner of 'The Greatest TV Advert of all-time.'
