Thinkbox
A tongue-in-cheek drama revolving around a day of reckoning when a woman realises her man has been buying lookalikes instead of real Magnums has won the latest Thinkboxes award for TV creativity.
“He bought fake Magnum. What else has been fake in this relationship?” the voiceover asks at the start of the humorous spot.
The commercial was made for multiple markets at a time when sales of own label alternatives have been growing due to the cost-of-living crisis.
The result is witty, universally engaging, and totally on brand. “TV is key for us for driving awareness and reach,” Magnum’s global vice president Ben Curtis explains.
“Although we buy a full suite of media that complement each other, TV plays a special role in a campaign like this to land the drama of the creative idea. At the end of the day, people watch TV for drama and entertainment – and that’s exactly what this idea is.”
Read the full article on Campaign.
Magnum: Stick to the original
- Agency: Lola MullenLowe
- Creative team: Tomas Ostiglia, Jorge Zacher, Kevin Cabuli, Pedro Mezzini, Augusto Callegari
- Client: Tugce Aksoy
- Production company: Proppa/Bacon
- Director: Martin Werner
NSPCC: Not letting go
- Agency: House of Oddities
- Creative team: Sachini Imbuldeniya, chief executive, executive creative director & commercials director; Darren Smith, poet, content director and strategist; Juan Leon, agency executive producer; Martina Lang, freelance photographer and animator; Kate Pirouet, freelance executive producer
- Client: Kevin Yeates
- Production company: Bandicoot
- Director: Sachini Imbuldeniya & Jo Wallace
Nationwide: Savings watch: good way to bank
- Agency: New Commercial Arts
- Creative team: Ian Heartfield, chief creative officer; Steve Hall, creative director; Dan Seager, creative director
- Client: Richard Warren
- Production company: Hungry Man
- Director: Bryan Buckley
Gousto: Steal the show – courtroom drama
- Agency: Mother London
- Creative team: Oli Rimoldi, Anthony Montagne, Dickie Connell
- Client: Anna Greene
- Production company: Arts & Sciences
- Director: Tim McNaughton of The Bobbsey Twins through Homicide
Specsavers: Should have gone to Specsavers
- Agency: Specsavers Creative
- Creative team: Andrea Raanaas & Mike McCallum; Simon Bougourd & Naomi Bishop
- Client: Victoria Clarke
- Production company: Merman
- Director: Declan Lowney
