Nike: Kick It
In October 1992, the first TV commercial for Nike by Simons Palmer Denton Clemmow and Johnson was a huge success for Nike, at a time when the UK football boot market was dominated by Adidas.
With the soundtrack, Kick It, by A Tribe Called Quest, the live action was perfectly complemented, and the ad won the Creative Circle Award for Direction 1993 and two D&AD Awards.
The ad was written by Chris Palmer, art directed by Mark Denton and directed by Tony Kaye.
Agency: Simons Palmer Denton Clemmow and Johnson
Creative: Chris Palmer/ Mark Denton
Director: Tony Kay
Dunlop: Tested For The Unexpected
In November 1993, Dunlop firmly established its name with this surreal and controversial film, setting itself apart from other tyre manufacturers.
Set to the Velvet Underground’s Venus in Furs, the ad was filmed in black and white, with colour added in post-production, a groundbreaking technique at the time.
Directed by Tony Kaye, the ad won two D&AD Yellow Pencil Awards 1994. The ad was made by AMV BBDO and art director by Walter Campbell.
Agency: Abbott Mead Vickers BBDO
Creatives: Walter Campbell/ Tom Carty
Director: Tony Kaye
Production Co: Tony Kaye Films
BBC: Perfect Day
Released in September 1997, 'Perfect Day’ showed the BBC’s range of musical offerings to viewers and listeners.
The ad was filmed at the rate of three or four musical stars a day, taking over a year to complete.
Directed by Gregory Rood and produced by the Paul Weiland Film Company, it was dubbed one of 1997's most beautifully crafted "commercials" and the creative highlight of the year by Campaign magazine.
The film was the first in a number of big-budget, prolific films promoting BBC TV and radio, marking a departure for BBC marketing. ‘Perfect Day’ won the D&AD Yellow Pencil Award 1998.
Agency: Leagas Delaney, London
Creatives: Ian Ducker/ Will Farquhar
Production Co: Paul Weiland Film Company
Director: Gregory Rood
Browse more from Thinkbox here.