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The ad, directed by Jonathan Glazer and produced by Academy Films, also took home awards for Best Casting, Best Use of Recorded Music, and Best Direction. In winning the director's gong, Glazer topped a shortlist that included Danny Kleinman for his "ventriloquist" spot for the NSPCC, Frank Budgen for the "le sacrifice" film for Stella Artois and the animation directors Smith & Foulkes for the Honda ad "grrr".

Glazer said: "It's about Vince Squibb (Lowe's senior creative), to be honest. You only have a chance with anything if the script is good, and it's a pleasure to work with someone that good."

Widely tipped to win the overall award, the Honda "grrr" spot from Wieden & Kennedy took home awards for Best Animation and Best Original Music.

Other winners included Richard Orrick, who won Best Editing for his work on the Adidas "road to Lisbon" ad. Best Cinematography went to Sebastian Maliszewski for Audi A8 6.0 "test".

The Mill picked up the award for Best Video Post-Production for its work on the "lucky" ad for the Department for Transport.