"Togetherness" makes Oasis a purposeful Thinkboxes winner

Created by The Corner London, the spot lampoons the ad industry’s eagerness to prove brand purpose.

It features a specially-constructed "Togetherness Bottle" which has a cap and neck at both ends to enable two people to share the drink simultaneously.

The commercial shows strangers who are encouraged to share a bottle of Oasis. They discover it is double-ended and then struggle to do so - demonstrating the ridiculousness of the ad’s claimed purpose. ‘Harmony – just a few billion sales away!’ the voice over says.

It is part of the "Refreshing Stuff" campaign in which Oasis is seen as up front about being sales-y while challenging particular marketing tactics and conventions.

Gemma Barnett, stills portfolio manager at Coca-Cola UK, which owns the Oasis brand, said: "A true and powerful insight has to be at the core of any script for us to invest in."

The insight at the core of "Refreshing Stuff" is that some young people believe advertising purpose is overplayed, said The Corner’s co-creative director Robert Amstell. "They’re savvy and see right through it. Rather than try and convince them otherwise, we just joined in and laughed with them." The spot was not intended to parody any single brand, he added. 

Rob Fletcher, creative partner at Isobel and a Thinkbox Academy judge, singled out the ad for praise in his review of the May/June Thinkboxes shortlist. "I love the Oasis campaign and this ad in particular, because it is honest and real. It talks to the real me, the one I pretend I’m not."

"Togetherness" was directed by Jamie Delaney through Blackdog.

  • Creative agency: The Corner London 
  • Creative team: Robert Amstell, Matthew Lancod
  • Client: Agnieszka Rola 
  • Production company: Black Dog Films
  • Director: Jamie Delaney

Second and third in the May/June Thinkboxes Awards for TV ad creativity were "Smooth" for Lurpak by Wieden+Kennedy London and "Mortgage Number One" for Nationwide by VCCP. Also shortlisted were "The Toughest Critics" for Sainsbury's by Wieden+Kennedy London and "I see Vimto in you" for Vimto by Quiet Storm.

Other ads on the Podium

Lurpak "Smooth"

Softest is Lurpak’s most spreadable product yet – great for busy people on the go. As is perfectly illustrated in a stylishly-edited montage of a young woman getting up, getting ready for work, making breakfast and preparing a sandwich for her lunch. Lurpak helps it all go smoothly – nothing, not even a tiny splash of tomato juice on her blouse, can hold her back. The moral is that even a rushed moment can be an opportunity to make great-tasting food.

Creative agency: Wieden+Kennedy London
Creative team: Carlos Alija, Laura Sampedro, Juan Sevilla, Mico Toledo, Tony Davidson, Iain Tait
Clients: Elena Marchenko; Paivi Piirala
Production company: Somesuch
Director: Kim Gehrig

Nationwide "Mortgage Number One"

Nationwide’s "Voices" campaign underlines the building society’s pioneering heritage by sharing inspiring customer stories from its 134-year past. In this latest execution, poet Jo Bell brings us the lyrical tale of its first ever mortgage offer – to Alfred and Elizabeth Idle, who thereby escape the squalour of Victorian London and make a better life for themselves. And Nationwide’s values have endured – last year, the pay-off reveals, it helped 73,543 Alfreds and Elizabeths buy a home for the first time.

Creative agency: VCCP
Creative team: Jim Thornton, Jon Wicks, Anstice Murray, Greta Wynn Davies
Client: Paul Hibbs
Production company: VCCP Kin
Director: Jim Thornton & Greta Wynn-Davies

Sainsbury’s "The Toughest Critics"

Sainsbury’s wanted to empathise with the reality of feeding your baby – and it’s never quite as it’s portrayed in the glossy magazines. This perception gap is evoked by a silver-service baby banquet, a formal setting where the babies end up making a right royal mess. But that’s alright because the Sainsbury’s insight (a new take on conventional thinking) is that happy parents make happy babies… and the new Little Ones food range has been designed to make life easier for mum and dad.

Creative agency: Wieden+Kennedy London
Creative team: Scott Dungate, Sophie Bodoh, Peter Browse, Tom Hall, Tony Davidson, Iain Tait
Client: Laura Boothby
Production company: Friend
Director: Tim and Luke

Vimto "I see Vimto in You"

Vimto has always positioned itself as a refreshing alternative to the bigger soft drinks brands, so the brief on its latest campaign was to celebrate the instinctive individuality of Vimto drinkers. The ad begins by telling us to not to watch – then rewards our rebelliousness by introducing us to a cast of wacky characters, showing off in downright silly ways. The idea is to persuade us to let go and release our inner Vimto Spirit. It’s OK to be you, whoever you are.

Creative agency: Quiet Storm
Creative team: Trevor Robinson, Matt Mifsud, Robyn Bowman
Client: Angela Reay
Production company: Quiet Storm
Director: Trevor Robinson

The Thinkboxes, in association with Campaign, are the only bi-monthly awards that celebrate the UK’s world-beating TV ad creativity, in all its forms. They’re judged by the Thinkbox Academy – 200 advertising and marketing luminaries who have been involved in award-winning creative work for TV.

Click here to see who won the previous award

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