Thinkboxes May/June 2011 Winner: Wall’s 'Thank you garage' by Saatchi & Saatchi

Kerry Foods’ summer 2011 campaign, promoting Wall’s products, targeted British men in a funny and compelling way.

Research suggested, historically, that British men find it difficult to express their feelings. Wall’s used this insight as a base for promoting Wall’s Sausage Rolls.

In ‘Garage’, to help the ad’s inhibited male star express his gratitude for Wall’s ‘hearty grub’, Saatchi & Saatchi made it easy – by providing a miniature keyboard-playing dog, called Alan, to do it for him.

The ad features the dog expressing a customer’s appreciation to a petrol station attendant by praising and thanking her for the sausage roll he has just bought, through the medium of song, to a background of garage beats.

Saatchi & Saatchi worked with director Andy McLeod to deliver the unconventional ad.

The ad impressed the Thinkboxes panel with its novel method of appealing to the great British man.

Will Awdry, creative partner at Ogilvy and a member of the Thinkbox Creative Academy, said: ‘The Wall’s “Garage” spot is a peerless example of “bloke kultcha” seduction. It reaches soft spots of the male psyche without denting the macho shell. Shamelessly good.’


I immediately loved it when I saw it… It has had almost 1m hits on YouTube and Alan is active on Twitter [@ WallsDogAlan].”

Phil Chapman Chief Marketing Officer, Kerry Foods

Client Kerry Foods; Ad agency Saatchi & Saatchi; Creative team Dan Warner, Andy Vasey; Production Rattling Stick; Director Andy McLeod

Other ads on the podium

Evian: Baby Inside (2nd)

  • Creative agency BETC Euro RSCG
  • Creative Remi Babinet
  • Client Pam Pines
  • Production company Wanda Production Paris
  • Directors Geremy Jaspar, Georgie Greville

Gü: Give In To Gü  (3rd

  • Creative agency DDB London
  • Creative Oli Rimoldi
  • Client Joseph Liu
  • Production company Pulse Films
  • Director Grant Parker

Also shortlisted

Kronenbourg: 1664 Baggy Trousers

  • Creative agency Bartle Bogle Hegarty
  • Creative team Matt Doman, Ian Heartfield
  • Client Bruce Reinders
  • Production company Rattling Stick
  • Director Andy McLeod

TalkTalk: Homes Within Homes

  • Creative agency CHI & Partners
  • Creative team Matt Collier, Wayne Robinson
  • Client Zoe Vafadari
  • Production company Stink
  • Director Adam Berg 

A view from a Thinkbox Academy member on this month’s picks

The new Wall’s sausage roll ad is a triumph of creativity. Faced with nothing to say about a me-too product, the creative team have gone for maximum engagement.

Russell Ramsey Executive Creative Director, JWT London

Click here to see who won the previous award

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