Thinkbox
Story of the film:
In this film, we hear from Elizabeth Fagan, who was the Executive Marketing Director for Boots UK when she came to talk with us. She shared 3 ads that she admires but had nothing to do with. With the hit ‘Here come the girls’ campaign under her belt, Elizabeth certainly knows a thing or two about ads that powerfully use music, and is particularly drawn to those that use a great tune, tell a story you won’t forget, or use timeless British humour.
A few words about Elizabeth
Elizabeth was appointed executive marketing director for Boots in July 2007 after re-joining the brand in 2006 as managing director of Boots Opticians. She had also worked for the brand as a group buyer, 16 years previously.
Formerly, Elizabeth has also held senior positions at DSG International and The Link and is a member and past President of Women in Advertising and Communications Club (WACL).She was also a member of the ASA council, serving two terms and stepping down in April 2012.
Elizabeth’s ad choices:
Egg Marketing Board 'Go to Work on an Egg'
The Egg Marketing Board was set up by the British Government in 1956 to stabilise the market for eggs, due to a widespread collapse in sales.
'Go to work on an egg', credited to the then head of copy at agency Mather & Crowther, Fay Weldon, was written to promote the regular use of eggs for the Egg Marketing Board.
The ad was directed by Len Fulford, one of the most successful and sought-after ad directors of the time.
- Agency: Mather & Crowther
- Creative: Fay Weldon
- Director: Len Fulford
Carling 'Space'
The ad, directed by Frederik Bond, sees a group of truth-seeking friends attempting to cross a star gate, and being rejected when one of their number is caught wearing trainers.
The group rally around their friend and 'try somewhere else', with the ad ending on the 'you know who your mates are' slogan.
The CGI special effects in the ad were created by the Moving Picture Company, better known for creating the special effects in this year's British sci-fi movie 'Sunshine'.
- Agency: Beattie McGuinness Bungay
- Creative: Pat Burns
- Production Company: Sonny London
- Director: Fredrik Bond
Thinkbox 'Dogs Home'
The ad features a couple visiting a dogs’ home to choose a dog to adopt. Harvey uses the power of TV to showcase his amazing skills to convince the couple to take him home.
The ad went on to win D&AD awards, British Arrows, Creative Circle as well as being voted ITV1’s ‘Ad of the Year’ by viewers.
It was created by The Red Brick Road and directed by award-winning director Andy McLeod of Rattling Stick.
Harvey returned to TV screens with a follow-up ad, in which he saves his favourite toy rabbit from the bin in a similar fashion, in 2012.
- Agency: The Red Brick Road
- Creative: Gemma Phillips
- Producer: Co Rattling Stick
- Director: Andy McLeod
