25 September 2019
Desert Island Ads
As Executive Creative Director at Brandon Consultants, Steve Conchie brings close to 25 years of creative experience in brand design to bear. We asked him for his top 10 ads that shaped and inspired his thinking over the decades.
Although I’ve spent a majority of my career in brand design I’ve always held an incredibly deep affection and admiration for the world of advertising. Even as a child I recall actually enjoying the ad breaks as much as my favourite programmes. Maybe it was this behaviour that sparked my love for creativity and those truly great ideas that make you want to literally stand and applaud. Applaud not only brilliant creative thinking but the tenacity and bravery from agency and client alike to get it all on screen.
The following ads are but a few that I’d take I’ll be honest. And I know the minute I submit this I’ll kick myself for one I’ve missed, but these are the ones that came to me first as I sat back and pondered. They’re the ones that made me smile and even laugh out loud. They’re the ones where I recall being open mouthed when I first viewed them, which I guess is the whole point. If it’s memorable, job done.
Hamlet – Photobooth
A blast from my past and a laugh out loud master-class in dialogue-free communication. This ad must be close to 30 years old but it’s timeless. This particular spot lives longest in my memory.
The ad was awarded the accolade of eighth-greatest television ad of all time by Channel 4 and Campaign named it as one of the top 10 funniest commercials of all time. And who would argue with that? Certainly not me.
Ikea – Ghosts
Ikea can do no wrong in my eyes and Mother absolutely smashed it with this. It’s not just a fantastic idea beautifully executed, but it’s the little details and observations throughout that had me, well, jealous!
Levi’s – drugstore
A tough one to choose in terms of the Levi’s ads of this era, they just seemed to nail it each time, particularly with their choice of music. Directed by Michel Gondry this one just edged it for me. The style made the rug pull at the end all the more powerful.
Reebok – Belly's gonna get ya
An ad using the stuff of nightmares to sell Reebok trainers. Again, one that just grabs you from the first second and then only revealing the product at the very last. I’d have loved to have been in the room when this one was sold in.
MoneySuperMarket – Epic strut
Like the famous Cadbury’s Gorilla commercial this one was impossible to follow. You have to start from scratch after brilliance like this. Nothing has come close since.
Honda – Power of dreams
I just love this one. It grabs you and challenges you. Who knew we could read so fast?!
Tena men – Control
How do you talk to men about urine leakage? Good question. Well, you normalise it and make them laugh, but not hard mind. We can’t be having any accidents.
Audi – Clowns by BBH
Such a simple idea, but like all great ideas we start with making connections. The clown connection was a perfect way to show off new tech ‘Audi Technology. Clown Proof’. Brilliant.
Guinness – Surfer
Directed by Jonathan Glazer, the ad was inspired by Walter Crane's 1893 painting Neptune's Horses and went on to be named the top of Channel 4 and The Sunday Times' 100 Greatest TV Adverts in 2000. It’s just a thing of beauty. Definitely one of my goose bumps and ‘open mouth’ moments
Ever wondered what it's like working at Brandon?
We speak to two of our latest recruits to find out...
Design as a powerful asset in the fight for relevance
Strategist Tessa Hill on some of the key relevance challenges we’re asked to solve through the power of design.
FAB News: What do you stand for?
FAB News: Louise Kennedy on how winning the fight for relevance starts with positioning.
Interview with a strategist – Tessa Hill
Tessa loves being involved in a project from a very early stage.
All I want for Christmas... is a good limited edition strategy
Strategist Tessa Hill comments on the learnings from five of our favourite Christmas limited editions.
What role does innovation play in driving brand relevance?
Strategy Director Louise Kennedy with some top tips on how to use innovation to drive brand relevance.
Immunity in 2020
Strategist Tessa Hill uncovers the design codes shaping the immunity category in 2020.
Interview with a designer - Abi Taylor
Hear from our Co-Founder on her love of design and how Brandon came to be.
Reawakening a love for brand books
Senior Designer Jay Bates on why brand guidelines shouldn't be left at the bottom of a drawer.
Five Minutes with Louise Kennedy
Louise Kennedy talks to Transform about how brands can stay relevant and how packaging can improve brand performance.
FAB News: ‘Relevance - The Holy Grail of Marketing'
FAB News: Strategy Director Louise Kennedy on what relevance actually means.
Recession-ready tip #2 – Rethink innovation
How rethinking innovation can be a tool to get your brand ready for a recession.
Interview with a designer - Joe Bembridge
Read what inspires Brandon’s first full-time designer.
Recession-ready tip #1 – hero your distinctive brand assets
Brand Strategist Louise Kennedy considers hero-ing your distinctive assets to prepare for a recession.
Can casual dining brands survive on supermarket shelves?
Richard Taylor talks to Marketing Week about how hospitality brands can make an impact through supermarket retail.
Don’t underestimate the influence of packaging in the home
Brand Strategist Louise Kennedy discusses actionable ways for brands to build an emotional connection with consumers at home.
Interview with a Designer - Jay Bates
Brandon’s self-confessed brand architecture nerd, Jay, on what inspires him every day.
Marketing Week's ‘All change: The complex route ahead for automotive branding’
As car manufacturers face pressure to move to cleaner energy and shift their strategy, Richard Taylor, discusses what that means for brand.
Hero design for the new hero channel
Brand Strategist Louise Kennedy challenges what the hero design is and will become.
Hitting their peak: How brands plan to retain new customers post-lockdown
Managing Partner Richard Taylor talks to Marketing Week about shopping on autopilot and making new habits in the crisis.
Interview with a Designer - Grace Buckley
Grace can often be found in the supermarket rearranging the shelves to show off her work in its best light!
Reflections from the Darkside
Strategist Louise Kennedy’s view on agency life from the perspective of a ‘newbie’.
Will Harrods' bet on a new beauty brand pay off?
Managing Partner Richard Taylor talks to Marketing Week about Harrods' new beauty brand.
D&AD Top 5 tips to move beyond mediocrity to design greatness
Inspiration from Rosie Arnold at the D&AD Talks 2019
The Joys of Brand Planning
Our Top 5 Brand Planning Tips - identifying new, exciting opportunities for growth.
Our 5 Key FMCG Brand Innovation Principles
Our 5 Key FMCG Brand Innovation Principles: What lessons can we learn from Coca-Cola's Life U-Turn?
The Brand Packaging Health-Check
The Brand Packaging Health-Check: 5 Killer Tips to see if a refresh is due or long overdue
The Art of FMCG Brand Architecture
Three principles we apply to ensure a successful brand architecture
Refreshing Established Food and Drink Brands
Here we discuss six routes for a brand to acquire new relevant meaning.
The Grocer - Pasta & Sauces report
The Grocer features Managing Partner Richard's thoughts on the pasta and sauces category.
In a bid for simplification and efficiency, the giants are emulating the discounters.
The Logo. On its last legs? Or fit as a fiddle?
Of late there has been a school of thought which argues that the static logo is terminally ill.