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 (Oxo family 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 first part covers numbers 100-81, 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 Oxo Family campaign ran successfully throughout two decades |
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 first part covers numbers 100-81, with all years given a rough reference of when the commercial was either first screened or shown most regularly.
100. BT:
World Wide Web (2000)
BT produced a series of commercials around the turn of the millennium with the collaboration of the famous character E.T from the famous film. Directed by Paul Weiland, this advert was one of the best, taking the characters into another planet with faster internet connection, which was a real boost in 2000. Even in 13 years, it is amazing to think how far the World Wide Web has really evolved.
99. Castlemaine:
Overloaded Truck (1986)
The Australian beer Castlemaine was a popular favourite in its heyday, which was the 1980s. This funny advert in around 1986 saw a truck being completely able to take a whole amount of cans of Castlemaine, but collapse once two bottles of sherry for the lady were loaded. The slogan at the end of the commercial says it all really.
98. Coca
Cola: Celebrations (2010)
The main Coca Cola advert for the 2010 FIFA World Cup focused on the goal celebration, one of the greatest reactions in any football match. The advert pays tribute to Roger Milla and his 'Dancing Corner' routine after his goalscoring heroics for Cameroon at the 1990 World Cup. Then using other actors, it takes you on a tour of the best goal celebrations in 20 years. This is a pretty clever aspect for the advert, and would get most football fans right into the spirit of the 2010 competition in South Africa.
97. Woolworths:
Forgetting items (2001)
The demise of Woolworths in 2008 started the decline of the retail industry, and many big names have followed thanks to the UK recession, including Jessops, MFI and Comet. Woolies also had some hit adverts, especially at Christmas time. Here are the memorable double act Ant & Dec getting distracted and forgetting why they had gone into Woolworths into the first place in 2001, with the music in the background summing up that at the time, Woolworths really was 'Walking in a Winter Wonderland.'
96. American
Express: Andy Roddick (2005)
American tennis player Andy Roddick was one of the nearly men in tennis. He only won one Grand Slam - the US Open in 2003, and lost three men's singles finals at Wimbledon. However, he got his chance to have the Wimbledon trophy in this advert for major card chain American Express. Confidence, annoyance and trophy uncertainty are the main themes to this advert.
95. Stella
Artois: Flowers (1991)
Stella Artois has a reputation for some slightly odd and daft commercials, but they got it just right in 1991 with this advert starring two men, some good-looking flowers and a thirsty pint of the beer. As indicated, it is reassuringly expensive, but the taste of this alcoholic beverage is questionable.
94. Budweiser:
Fantasy Premier League (2006)
If Budweiser had become official sponsors and not just the official beer of the Premier League, imagine what could happen. The Americans did with this advert, which would end the tedious 0-0 stalemate, and renaming football teams into American equivalents. They decided not to go ahead with these plans, and gladly too, but it was a humorous look into how the game could have turned out.
93. Muller
Yoghurt: Wunderful Stuff (2011)
When I first saw this advert for Muller Yoghurt, I wasn't gripped by it - presumingly because I don't like yoghurt. However, the commercial is actually catchy, helped by the appearance of some familiar cartoon characters. As we all know, Muller is clearly made of Wonderful Stuff.
92. Vauxhall:
Hide and Seek (2005)
Broadcast first in the early millennium years, this entry is one of two from Vauxhall in the top 100, and involves a real element of a classic game I'm sure we all used to play in the playground. The model used, the Corsa squeezes into almost every single position you could think of, before the Hide and Seek chase begins. It is quirky and a tad odd, but goes well with the slogan of putting the fun back into driving.
91. Oxo: The
Final Family Meal (1999)
The Oxo Family were one of TV's most common families in the 1980s and 1990s. First debuting in 1983, the campaign was one of the longest, spanning 16 years until this emotional final goodbye in 1999. Lynda Bellingham and Michael Redfern play the parents, as the family sit down for a final meal before moving onto a new environment. This was a sign of the times that the 'Great British Family' stereotype is fast becoming a thing of the past.
90. Citroen:
Going Crazy (2010)
French car manufacturer Citroen have often come up with some creative and innovative adverts, especially in the past 15 years. This one in 2010 makes the list, involving a couple taking their car on a crazy and wild ride while the guard on patrol in the harbour is taking an afternoon nap. Who would have thought you could have this much fun in a car in just over 60 seconds!
89. John
Smith’s: Moving Out (2003)
The John Smith campaign with comedian Peter Kay has been such a success, it was very difficult to only pick a couple of adverts from a whole host of humorous commercials. This is one of my favourites and comes in at number 89, as Kay instructs his mother to move out of the family home to put a snooker table in her bedroom. He will take no nonsense to get his way, despite the severe reluctance of his 55-year-old mother.
88. BMW: 1
Series – Horses (2004)
In 2004, the successful 'Series' models were launched by BMW with these catchy and rather bouncy commercials. The 1 Series was launched in the UK on 18 September 2004, and it was quite rare that you wouldn't see one of these adverts in it's build-up. This one is involving horses showing almost near perfect balance, which goes well with the tagline - 'The only one in its class with near perfect balance.' Some attractive music from Prodigy completes a great package.
87. Olympus
Cameras: Wedding Photography (1979)
The digital camera has come a long way, with technology so advanced nowadays that you can now upload pictures to social media almost immediately after being taken. Back in 1979, Olympus Cameras were setting the path, with famous photographer David Bailey leading the way, as seen in this wedding. His counterpart though prefers the old format, but is being left behind and doesn't even know who Bailey actually is.
86. Carling:
Refreshed (2011)
A long day at work is something I will be returning to real soon after 14 months on the sidelines since finishing my degree at University. We have all had tough and difficult days, so what is the best feeling to become totally refreshed, well that answer is simple. According to Carling, it is a pint of their beer, and it isn't a bad vision. This advert shows the refreshment the normal individual is after in 2011 and it makes the point it is meant to really well. In case anyone was wondering, the actor in this commercial is Marc Baylis, who is currently in Coronation Street.
85. Samsung:
Impatience is a virtue (2009)
Even in four years, technology in mobile phones have rapidly changed, meaning the Samsung Jet is now horribly out-of-date. However this commercial in 2009 almost tempted me to go down the Samsung route, before sticking at the time with the tried and trusted Nokia. It is an all-action advert. Impatience is a virtue for technology like the latest smartphone, but sometimes that isn't a great quality to have.
84. Nike:
Thierry Henry (2005)
At his peak, Thierry Henry was the best footballer on the planet, and he was also a famous face of some top brands. Forget his Renault appearances though, it was this one with Nike that was best. Henry shows off his skills for the American sportswear giant, and can't be tackled by anyone, except for a dog! Undeterred, he gets up and carries on. Someone with Henry's ability could afford to do this.
At his peak, Thierry Henry was the best footballer on the planet, and he was also a famous face of some top brands. Forget his Renault appearances though, it was this one with Nike that was best. Henry shows off his skills for the American sportswear giant, and can't be tackled by anyone, except for a dog! Undeterred, he gets up and carries on. Someone with Henry's ability could afford to do this.
83. Boddingtons:
Athlete (1997)
TV presenter Melanie Sykes makes an appearance in this advert, as she was the face of Boddingtons in the 1990s. This 'Athlete' commercial also stars Ken George, who now has his own production company, called KGB productions. Boddingtons was promoted as the cream of Manchester, and even came third in a poll of most popular things about Manchester, after Coronation Street and Manchester United. This is now a defunct beer, but it had its day and was a powerful competitor in its heyday.
TV presenter Melanie Sykes makes an appearance in this advert, as she was the face of Boddingtons in the 1990s. This 'Athlete' commercial also stars Ken George, who now has his own production company, called KGB productions. Boddingtons was promoted as the cream of Manchester, and even came third in a poll of most popular things about Manchester, after Coronation Street and Manchester United. This is now a defunct beer, but it had its day and was a powerful competitor in its heyday.
82. Peugeot:
The Sculptor (2003)
This strange advert promotes the determination to make a piece of art. The individual, who lives in 'Bollywood' culture wants to make his car into a lookalike of a Peugeot 206, so he trashes his machine using every method possible, before redesigning it. Actually, it isn't a bad attempt, although the colour doesn't quite match the intention of the picture the actor looks at.
This strange advert promotes the determination to make a piece of art. The individual, who lives in 'Bollywood' culture wants to make his car into a lookalike of a Peugeot 206, so he trashes his machine using every method possible, before redesigning it. Actually, it isn't a bad attempt, although the colour doesn't quite match the intention of the picture the actor looks at.
81. Tango:
Orange Man (1991)
The Tango 'Orange Man' campaign was both successful but also highly controversial. The first advert, which sees the 'Orange Man' slap the guy in the face once he has drunk some Tango, leaving him stunned was hilarious, but was banned in 1991 as schoolchildren consequently started doing this in playgrounds up and down the country, and the results led to some rather distasteful events. As a result, I can't include banned adverts in this list, and so here is the 'Kiss' version - rather short-lived but the best alternative at the time. It didn't quite have the same appeal as the 'Slap' edition, but it was a safer way to go, and shows that even 22 years ago, there were committees around to curb down on adverts that slightly pushed the boundaries.
The Tango 'Orange Man' campaign was both successful but also highly controversial. The first advert, which sees the 'Orange Man' slap the guy in the face once he has drunk some Tango, leaving him stunned was hilarious, but was banned in 1991 as schoolchildren consequently started doing this in playgrounds up and down the country, and the results led to some rather distasteful events. As a result, I can't include banned adverts in this list, and so here is the 'Kiss' version - rather short-lived but the best alternative at the time. It didn't quite have the same appeal as the 'Slap' edition, but it was a safer way to go, and shows that even 22 years ago, there were committees around to curb down on adverts that slightly pushed the boundaries.
