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1. Lupo

The drama of this chilling ad for VW's Lupo grabs you by the lapels

straight away. It concertinas the experience of an entire movie into a

30-second spot.

Agency: BMP DDB

Copywriter: Jeremy Craigen

Art director: Jo Wenley

Director: Frederik Bond

Production company: Harry Nash Film Productions

2. Super Noodles

The entertainment value of this "West Side Story" spot made it appear

like a break within the break. Its humour justifies the intrusion into

the consumer's living room.

Agency: Mother

Copywriter: Mother

Art director: Mother

Director: Frederik Bond

Production company: Harry Nash Film Productions

3. Reebok

Special effects manage to give an otherwise lumbering sofa incredibly

human qualities as well as stand out in a cluttered ad break

Agency: Lowe Lintas

Copywriters: Vince Squibb, Tony Barry

Art directors: Vince Squibb, Tony Barry

Director: Frank Budgen

Production company: Gorgeous Productions

4. Bertolli

The Olive Oil barons of Italy was a credible, and funny, creative idea

that linked Unilever's olive oil with its already established Olivio

brand.

Agency: Bartle Bogle Hegarty

Copywriters: Marc Hatfield, Peter Bradly

Art directors: Marc Hatfield, Pete Bradly

Director: Sheree Folkson

Production company: Upstart Films

5. Lynx

Feet licking and fish smacking scores highly on originality and enabled

Lynx to keep up its tip-top creative standards.

Agency: Bartle Bogle Hegarty

Copywriters: Adam Chiappe, Matthew Saunby

Art directors: Adam Chiappe, Matthew Saunby

Director: Daniel Kleinman

Production company: Spectre

6. COI Communications (anti-smoking)

It is difficult to think of a more moving commercial. The girl's

naturalness and honesty makes you want to climb into the screen and give

her a hug.

Agency: Abbott Mead Vickers BBDO

Writer: Victoria Fallon

Art director: Steve Hudson

Director: Steve Hudson

7. Dulux

Always Someone There to Remind me was the perfect song to fit the tone

of this racy commercial about, of all things, a piece of belly button

fluff.

Agency: Abbott Mead Vickers BBDO

Copywriter: Nick Worthington

Art director: Paul Brazier

Director: Paul Gay

Production company: Outsider

8. The Economist

The visually stunning directional debut of Tom Carty illustrated the

fact that the revamped magazine was a much more provocative read than

its title suggests.

Agency: Abbott Mead Vickers BBDO

Copywriter: Tom Carty

Art director: Tom Carty

Director: Tom Carty

Production company: Gorgeous

9. Levi's Twisted Jeans

The special effects continued Levi's advertising tradition of innovative

creative work that never ceases to surprise.

Agency: Bartle Bogle Hegarty

Copywriter: Claudia Southgate

Art director: Verity Fenner

Director: John Madson

Production company: Outsider

10. Carling

An unusual friendship between a ship-wrecked destitute and a helpful

crab made everyone laugh at this commercial except the crustacion, which

came to a sticky end.

Agency: The Leith Agency

Copywriters: Chris Landy, Lee Hempstock

Art directors: Chris Landy, Lee Hempstock

Director: Colin Gregg

Production company: Stark Films