A view from Academy Member
Billy Faithfull, executive creative director, Joyful & Triumphant
I try hard to stay off LinkedIn, but how else are you supposed to find out about which adverts advert-people are saying are good adverts? How does one accurately measure creativity? Smile trace? Eye tracking? Click through?
My proprietary Envy Metric Analysis uses self-optimised jealous-trace-tracking technology to datamine unconscious bitterness and grudge bias to output an EMA score of zero to Green As Fuck or GAF. I.e. I look at it; if it makes me jealous, it is good.
“Welcome to the lake” for Poretti is an absolute GAF-fest. You know it’s got something when balding men in big glasses are arguing about it on LinkedIn. Looks great, bucks the tired AF ‘Italians are passionate about everything’ cliche, and the man has a big nose and a fox plays the harmonica. FFS, do some work and stop arguing about this in the comments.
For reasons I can’t go into on such a public platform, Afroman’s 2000 hit ‘Because I Got High’ has been stuck in my head for years, so I got a huge injection of spiteful jealousy when it dawned on me that “Go Wild” for Puma had done a switcheroo with drugs for sporting highs in their new spot. It’s bloody simple. It’s bloody good.
Invoking jealousy with a big ad, dead easy, with a small one, that’s hard. Tetley’s, “The crush” is a small ad, but I love the casting and ‘Best Regards’ is a quality bit of writing. More than mild resentment from this one.
I’m saving a special place in my black heart for the covetous feelings I have foranyone that went on the Virgin Atlantic shoot for “Be a rainbow in the clouds”. I’m jealous of anyone that gets to live in this brand world. Colourful, positive, friendly, inclusive.
“Woodwork” for SunLife. Congratulations. You just ruined my day. Everything about this is as perfectly carved as Splinter the dog – the highlight of this very, very good advert. The casting, the performances. And for life insurance too. Is no category safe from torment? First male urine leakage, now this. I hate you. See you in the comments. Bye.
The Thinkboxes shortlist – Mar/Apr 2025
1. Poretti: “Welcome to the lake”
A foxy boat crew accompany a man sipping a beer as he enjoys the sights of a lake in Northern Italy – ancestral home of Poretti, in this stylish if bizarre black and white film created by Pablo, the UK’s fast-growing Italian lager. Set to Prisencolinensinainciusol, a 1972 Italian hit, the commercial channels Poretti’s unique brewing roots, which date back to 1877. With one fox piloting the boat and another playing harmonica, the message is clear: with Poretti, you can leave the ordinary behind.
Agency: Pablo Creative team: David Shirley, creative director; Charlie Gee, creative director; Dan Watts, executive creative director Client: Joanna McNeill, senior brand manager, Carlsberg Britvic Production company: Biscuit Filmworks Director: Jeff Low
2. Puma: “Go Wild”
Puma captures the human instinct we all feel when playing spot in this new film, set to Afroman’s Because I Got High. Inspired by the insight that running gives you a rush like nothing – which means no matter how hard it is, you’ll never regret a run – the spot celebrates the everyday runner, including early risers, runners with dogs, runners with babies and communities or runners. The ad, shot in Cape Town, South Africa, makes the most of the location’s variety of striking landscapes.
Agency: Adam&Eve/DDB Creative team: Ant Nelson, Mike Sutherland, chief creative officers; Mark Shanley, executive creative director; Christian Lotz, Christina Rankel, creative directors; Fabio Santos, creative Client: Julie Legrand, senior director, global brand strategy, Puma Production company: Love Song Director: Elliott Power
3. SunLife: “Woodwork”
Confidence is the theme of SunLife’s new brand platform. This is embodied by Dad in “Woodwork”, one of three new humourous films for the brand, which is one of the UK’s leading UK financial companies in the over-50s life insurance sector. As he knows his future is taken care of, Dad has the freedom of mind to devote himself wholeheartedly to the thing he loves: his woodcarving hobby. Confronted with some of his creations – a wooden mug, carved dog, and homemade coffin – Daughter, however, is not entirely convinced.
Agency: TBWA\London Creative team: Anddy Jex, chief creative officer; Matt Swinburne, creative director; Freddie Mickshik, creative; Beck Dunn, creative; Megan Sutton, producer Client: Vicky Brunwin, head of brand, SunLife Production company: Smuggler Director: Freddy Mandy
4. Tetley: “The crush”
Tetley shows tea’s true meaning in “The crush” – one of four new films built on the insight that there is a deeper emotional truth behind tea. In each, a scenario shows how tea is used by people to care for each other, often implicitly saying things someone might feel uncomfortable saying out loud. In this beautifully pitched spot, a nervous student in a university canteen plucks up courage to initiate a conversation (albeit it a somewhat stuttering one) with his romantic interest by making her a cup of Tetley tea.
Agency: Pablo Creative team: Tom Woodington; Robin Temple; Adam Reinke Client: Mathew Bird, marketing director, UK/Ireland, Tata Consumer Products Production company: Smuggler Director: Tom Speers
5. Virgin Atlantic: “Be a rainbow in the clouds”
The late writer and civil rights activist Maya Angelou’s distinctive voice and beautiful words, from her poem Be a rainbow in the clouds, resonate in this new Virgin Atlantic commercial demonstrating how the brand sees the world differently and encouraging its customers to travel with open hearts and minds. Showcasing some of the many desirable destinations the airline flies to, the film powerfully brings to light the brand’s signature spirit of openness and positivity – a welcome win for diversity, equity and inclusion.
Agency: Lucky Generals Creative team: Joe Stamp, Tom Prendergast, creative directors; Lily James, Naomi Nicholl, creatives; Helen Campbell-Borton, client partner; Hannah Ross, account director; Joe Hodgson, account manager; Kendal Drake, agency TV producer; Phoebe Gussin, agency social producer Client: Sam Cowley, senior brand manager, Virgin Atlantic Production company: Nicolai Fuglsig Director: MJZ
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