British Arrows 2011

Saatchi & Saatchi and T-mobile scooped Best Television Commercial of the Year, for the second year running, at the 2011 British Arrows. "Welcome Back", set in London's Terminal 5, is emotional, engaging, brilliantly crafted, an excellent continuation of the brand promise "life is for sharing", and three minutes long: you can't ask for more than that. Mother London picked up Most Successful Agency of the Year, whilst Academy and Smuggler were awarded Most Successful Production Companies of the Year. In this gallery you can catch up with some of the fantastic, creative ads from the 2011 awards and find out who was behind them. Congratulations to all and our thanks for making such great TV ads.

British Arrows is the new name for the British Television Advertising Awards which recognise and reward the best television and cinema commercials made by British advertising agencies and production companies. Thinkbox sponsor The British Arrows Best Commercial of the Year.

Associated content

  • The link between creativity and effectiveness
    This research, commissioned by Thinkbox and the IPA, and undertaken by independent marketing consultant Peter Field, analysed the correlation between campaigns' performance across a wide range of the worlds' most respected creative awards determined by The Gunn Report, and their performance in hard business terms recorded in the IPA Effectiveness Awards Databank. Updated in 2011, the analysis now covers 435 campaigns over a sixteen year period between 1994 and 2010. It revealed a direct correlation between strong advertising creativity and business success, and that high levels of creativity make advertising campaigns some 12 times more efficient at increasing a brand’s market share. Here you can find out about the project’s background, read the management summary and download the IPA’s full report.
  • 2011 Special Awards Winners
    The British Arrows recognise and reward the best television and cinema commercials made by British advertising agencies and production companies. 2011’s top prize, for Best Television Commercial of the Year went to Saatchi & Saatchi’s "Welcome Back" for T-mobile. There were also Golds for F.A.C.E, Ikea, John Lewis, Lurpak, Match.com, Nike, Nokia, Phillips and Virgin Atlantic. Here you can find a list of all the winning TV ads – gold, silver and bronze – and also the creative teams behind them.