15 Best Olympics Advertising for London 2012

1 – Procter & Gamble – Best Job

Arguably the most memorable Olympics 2012 ad, Procter & Gamble champions mums in this commercial titled ‘Best job’. The tear jerker, created by Wieden + Kennedy Portland, follows four child athletes on their path to the London Olympic Games, supported, cared for and encouraged by their mothers every step of the way.

2 – Nike – Find Your Greatness

Nike does it again. Now famous for its ambush marketing tactics around major global sporting events, the sports apparel giant launched ‘Find your greatness’ in 25 countries yesterday to coincide with the opening ceremony. Cleverly avoiding any mention of London 2012 and the Olympic rings, the ad features places across the world with ‘London’ in their names, along with local everyday athletes enjoying their sports. The ad was created by Nike’s longterm agency partner Wieden + Kennedy.

3 – Coca-Cola – Move to the Beat

Mother London, Mark Ronson and Coca-Cola traveled the world to create a new dance track using the sounds of sport from 5 Olympic hopefuls.

4 – Omega – Star Me Up

A remix of The Rolling Stones’ ‘Start me up’ sets the pace for this commercial with the same title for Omega, the official timekeeper of the Olympics 2012. The ad lingers on the moments right before the start of a race or event, the tension felt by the athletes as they hone their focus for the task ahead.

5 – McDonald’s – Rivals

The Olympic spirit lives within us all. And when gold medals don’t provide enough motivation for greatness, McDonald’s is proud to serve the Happy Meals, Big Macs, and Fries that put everyone in the mood for a little competition.

6 – British Airways – London Calling

British Airways has launched its Olympic advert as anticipation builds ahead of the Games. It features one of BA’s jets strolling through London and showcasing landmarks such as Trafalgar Square and the Palace of Westminster, before taking in the Olympic Stadium in Stratford. Best of all though, it is set to the soundtrack of The Clash’s London Calling

7 – Adidas – What will you take?

Among others, Olympic Games sponsor Adidas created ‘What will you take?’ in support of Team Great Britian in partnership with agency Sid Lee. The colourful advert touches on all aspects of being an Olympian, both good and bad, as it challenges the athletes to take the stage and embrace this fleeting, once-in-a-lifetime opportunity.

8 – Icy Dew – Sixty Percent

Taking a break from the blood, sweat and tears approach, Coca-Cola bottled water brand Icy Dew created this amusing ’60 per cent water’ TVC in partnership with BBH Shanghai ahead of the Games. While this one might not stir the Olympian in you, it will certainly make you chuckle.

9 – Powerade – Power Through

Another Wieden + Kennedy addition, Powerade‘s ‘Power through’ Olympics advert focuses on “the line between breaking point and breaking through”, the extra effort that makes the difference between those athletes that go home with a medal and those that return disappointed. More muscles, more tension and another emotionally charged voice-over, the real stuff of Olympics advertising.

10 – Samsung – Are You Ready?

Cheil Worldwide launched this ‘Are you ready?’ ad for Olympic sponsor Samsung in support of its Galaxy S3 model across 20 countries this week. Olympics ambassador David Beckham signals the start of the event by kicking a ball against a gong in an impressive long-range shot.

11 – Visa- The Difference

Worldwide sponsor Visa has been putting its name to the Olympic Games for 25 years. This ad, titled ‘The difference’, was created by TBWA Chiat Day Los Angeles and narrated by Hollywood legend Morgan Freeman. This is just one in a series of Sepia-coloured ads marking Visa’s quarter century partnership with the Games this year.

12 – National Lottery Funded Athletes – Jenny Meadow Mother’s Story

Inspired by the story of 800 metres runner Jenny Meadows’ mother, our newest TV advert looks at how National Lottery funding helps British athletes achieve their dreams. Extended version. Thanks to TNL players we’re helping over 1,200 British athletes fulfil their dreams at London 2012 and beyond. No-one has contributed more to our athletes than our players.

13 – EDF – Powering The Games

EDF is an official partner of the London 2012 Olympic and Paralympic Games, supplying the Olympic Park with low carbon electricity for a sustainable Olympics to remember.

14 – GlaxoSmithKline – Marlon Devonish

Touching on the ugly side of sport, GlaxoSmithKline features English sprinter Marlon Devonish to promote its provision of anti-doping laboratory services at the Games. Created by TBWA London, the advert takes the viewer inside the athlete’s body to experience the tension and exhilaration as he prepares to run the race of a lifetime.

15 – BP – Fuelling The Future

BP is proud to be the Official Oil and Gas Partner for the London 2012 Olympic and Paralympic Games, as well as a Premier Partner of the Cultural Olympiad.

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Songvertising – 32 best commercials with singing people

1 – YEO VALLEY ORGANIC – Boyband

In a follow-up to last year’s rapping farmers ad, Yeo Valley launched a tv spot during the first ad break of The X Factor live show. The one-off, two-minute music video features a farming-inspired boy band called The Churned, singing a ballad entitled Forever. The ad was shot on location in Blagdon, in the heart of rural Somerset. The launch tied in with a Facebook karaoke competition, where users could sing along to the Yeo Valley track. The winner appeared in a 30-second version of the ad, which ran during the X Factor final on 11 December.

Advertising Agency: BBH London
Year: 2012
Shortlist

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2 – CARLTON DRAUGHT – Big Ad

An epic send-up of big budget ads, featuring a cast of thousands. Song lyrics: “It’s a big ad / very big ad/ it’s a big ad we’re in./ It’s a big ad/ my God it’s big/ can’t believe how big it is/ it’s a big ad for Carlton Draught / It’s just so freaking huge! / It’s a big ad/ expensive ad! / This ad better sell some bloooooody beer!!!

Advertising Agency: George Patterson Y&R, Melbourne
Year: 2006
Gold Lion

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3 – PUMA – Hardchorus

We open on a small group of hardcore soccer fans, also known as hooligans, standing in a classic British pub. Suddenly, one of them starts singing the first words of “Truly, Madly, Deeply” by Savage Garden. Another hooligan joins in, and as the camera pulls out, we see that the whole pub is packed with hooligans. They all sing together with the power of an entire stadium of fans during a soccer game, turning the cheesy love song into something big, beautiful and romantic. After the last chorus, a super appears: “It’s match day. It’s Valentine’s Day. Let your better half know how you feel. Dedicate and send this song at pumahardchorus.com”. Followed by Puma’s “Love = football” next to the Puma logo.

Advertising Agency: Droga5
Year: 2010
Gold Lion for the Campaign

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4 – NORTE BEER – It’s Good to Have Friends

Beer means friendship, and this campaings presents in funny way the different kind of friends we all have.

Advertising Agency: Del Campo/Nazca Saatchi & Saatchi, Buenos Aires
Year: 2009
Silver Lion for the Campaign

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5 – T-MOBILE – Welcome Back

On October 27th 2010, thousands of unsuspecting passengers arriving at Heathrow’s Terminal 5 were given a welcome home to remember. People were greeted by a 300 strong choir and vocal orchestra singing a medley of songs, completely a cappella, to welcome them back into the country.

Advertising Agency: Saatchi & Satchi,  London
Year: 2011
Silver Lion

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6 – COCA-COLA – Hilltop

Advertising Agency: McCann Erikson
Year: 1971

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7 – HEINEKEN – Singer

A blues singer can’t sing the blues – his life is too contented. A sip of lager soon changes that. Heineken refreshes his blueness.

Advertising Agency: Lowe Haward- Spink,  UK
Year: 1992
Gold Lion

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8 – HONDA – Impossible Dream

A man travels on an incredible journey using some of Honda’s landmark products whilst miming to the Andy Williams song ‘The Impossible Dream’. His journey comes to an abrupt end when he leaps off a giant waterfall in a Honda Powerboat into the mist below. Surely, this is the end of his dream? However as Andy Williams reaches the crescendo of the song, our hero returns in a Honda Hot Air Balloon to finish off the song in style. Garrison Keillor – the voice of Honda – sums it all up with ‘I couldn’t have put it better myself’.

Advertising Agency: Wieden + Kennedy,  London
Year: 2006
Gold Lion

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9 – COCA-COLA – Choir

Here’s Coca-Cola celebrating along with Santo its 125th year, and once again, we are guilty of naivety. We believe that, even today, the world is not far from the world that we dream of. In fact we are so naïve about thinking this way, that we decided to carry out an investigation to evaluate just how justified our reasons to believe in a better world were. We are proud to present to you “Choir”, created by Santo for Coca-Cola Latin America and their new communications platform: “REASONS TO BELIEVE IN A BETTER WORLD”.

Advertising Agency: Santo, Buenos Aires
Year: 2011
Silver Lion

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10 – T-MOBILE – Singalong

When T-Mobile invited the British public to be part of their next event, people turned up to Trafalgar Square, not knowing what they were letting themselves in for. Thousands of microphones were handed out as it was revealed they’d all be singing karaoke together. After a number of songs, and with a surprise guest appearance from Pink, the event culminated with everyone singing the timeless classic, ‘Hey Jude’

Advertising Agency: Saatchi & Satchi,  London
Year: 2010
Shortlist

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 11 – NIKE FREE RUN – I Would Run to You

Love makes people do crazy things. Like run across the country. See how strong running reunites a long distance couple.

Advertising Agency: Wieden + Kennedy, Portland
Year: 2012
Bronze Lion

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 12 – NIKE – Pretty

As Maria Sharapova marches to her tennis match, she passes people who sing I Feel Pretty. She slams a ball cross to court, putting an end to the singing.

Advertising Agency: Wieden + Kennedy, Portland
Year: 2007
Gold Lion

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13 – BASF – Dear John

The ad, set in army camp, features a soldier receiving a letter which goes to the tune of “Dear John”, the country song written by Lewis Talley, Fuzzy Owen and Billy Barton and made popular by Jean Shepard during the Korean war. As the song finishes the sergeant adapts the classic line from Humphrey Bogart, “Play it again John”.

Advertising Agency: Colenso BBDO, NZ
Year: 1982
Gold Lion

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14 – REXONA – Sensitive Armpits

A tough lumberjack is chopping down a tree. As he rearranges his cap, we notice at the same time he does that his underarm begins to song a sweet song. The corny melody is really annoying him. At this point, we see different cliché images of rough and tough men all undergoing the same situation. Finally, one of them applies the New Rexona Men Sensitive and succeeds in shutting up the underarm voice. A male voice in off says: New Rexona Men Sensitive. Even the most insensitive guy can have sensitive underarms.

Advertising Agency: Ponce Buenos Aires
Year: 2011
Silver Lion

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 15 – STARBUCKS – Glen

Glen jumpstarts his day by drinking a Starbucks DoubleShot. As he opens the can, Survivor appears in his apartment. They follow Glen through his full morning routine, singing a personalized version of “Eye of the Tiger.”

Advertising Agency: Fallon, New York
Year: 2004
Shortlist

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16 – GOOGLE – Demo Slam: Realtime Karaoke

Google is more than just a search bar. However, most of us don’t use, let alone, are aware of its many features. We needed to find a way to share all this free technology with the world. To educate everyone about all of Google’s innovations; we decided to change the way people learnt about it. We got precisely the people who didn’t use this free tech, to explain to the others why they should. Because, only they would be able to explain it in a way that would be fun to watch, and understood by all. By bringing in just a little bit of courage, creativity and fun; each of them pushed the role of technology in our lives and inspired the rest to use it in ways never imagined before.
Transforming something few were aware of to something the whole world cared about; we were able to re-define the role of technology in everyone’s life. From celebrities, scientists, soccer moms, teens to even sports personalities; everyone came forward to find new ways in which technology could make their world a little better.

Advertising Agency: Johannes Leonardo, NY
Year: 2011
Gold Lion for the Campaign

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17 – DISCOVERY CHANNEL – I Love the World

We developed a new brand idea for Discovery Channel: Discovery is the
World’s Biggest Fan of the World. We wanted to celebrate all that is epic, beautiful, inspiring, fun and just plain crazy in the world. Fellow fans—from spacewalking Astronauts to Alaskan fishermen to Zulu warriors to Stephen Hawking to Discovery hosts like Mike Rowe and Bear Grylls—sing along to an old campfire song re-written to express how each of them loves the world. In other words, to tell people why Discovery Channel thinks “The World is Just Awesome.”

Advertising Agency: 72ndSunny, USA
Year: 2008
Shortlist

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18 – MATCH.COM – Piano

This is a film for the online dating service, Match.com, which features a couple finding each other as they examine musical instruments. He strums a guitar and she plays a keyboard. Together they make beautiful music, and it’s clearly the start of something special.

Advertising Agency: Mother, London
Year: 2010
Gold Lion

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 19 – WILKINSON – Mow the Lawn

Girls in a front yard sing about mowing the lawn in order to promote Wilkinson/Schick Quattro razors for women.

Advertising Agency: JWT, New York
Year: 2009

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20 – AMERICAN LEGACY FOUNDATION/TRUTH – Singing Cowboy

We saddled up a horse, found a modern day cowboy that happened to have a hole in his neck due to a tobacco-related laryngectomy, and sent him to Manhattan to sing.

Advertising Agency: Arnold/Crispin Porter + Bogusky, USA
Year: 2007
Bronze Lion

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21 – ARNET BROABAND – Numa Numa

The ad shows some of the funny stuff you can find on the Internet.

Advertising Agency: Santo, Buenos Aires
Year: 2007
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22 – EVIAN – Voices

A man in a lift, a jogger, a secretary by the photocopier, a man in his car, an elderly lady…in all these scenes from everyday life, we see people singing with their childish voices.

Advertising Agency: BETC Euro RSCG, Paris
Year: 2003
Shortlist

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 23 – NIKE WOMEN – Surgery

A group of women run away from a plastic surgery clinic dancing a choreography to a reggaetón tune.

Advertising Agency: Madre, Buenos Aires
Year: 2007
Bronze Lion

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 24 – DIESEL – Anthem

Sing-a -ong Diesel Island national anthem. Why is your country fucked up?

Advertising Agency: Santo, Buenos Aires
Year: 2011
Silver Lion for the Campaign

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 25 – PROCTER & GAMBLE – You’ll Never Walk Alone

This 60-second commercial shows a lifetime of moms by their children’s sides doing the daily, sometimes mundane, things that help their children grow up to be Olympians. All the while, they sing “You’ll Never Walk Alone” from the Rodgers & Hammerstein musical Carousel. The ad builds from a child’s birth and culminates with the Olympics and a proud mom seeing all her hard work pay off. We then cut to a card that says, “Thank you, Mom,” followed by a series of product brand images that ends on the P&G logo with the voice-over, “P&G. Proud sponsor of Moms.”

Advertising Agency: Wieden + Kennedy, Portland
Year: 2010
Bronze Lion for the Campaign

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26 – BURGER KING – Americas Favorite/More Mayo/More Cheese

Introducing the Whopperettes.

The Whopperettes return with a story about extra cheese.

The Whopperettes return with a story about mayo.

Advertising Agency: Crispin Porter + Bogusky
Year: 2006
Silver Lion for the Campaign

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 27 – CADBURY DAIRY MILK – Night Runner

Fallon and Cadbury keep Great Britain pumped for the Olympics with a new spot that re-creates “The Final Countdown” — but adds multiple voices singing from the towers and buildings while a runner makes his way, presumably, to the Olympic Gold. An accompanying interactive feature encourages Britons to upload videos of them singing similarly inspirational songs to help team GB to victory.

Advertising Agency: Fallon London
Year: 2012

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28 – LOTTO LOTTERY – Ballroom Blitz

A taxi driver refuses to let passengers into his cab. Instead, he walks over to the queue and starts to sing for them. The man who joins in is chosen as the lucky passenger.

Advertising Agency: New Deal DDB, Norway
Year: 2001
Bronze Lion

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29 – CADBURY DAIRY MILK – Simply the Best

Part of Cadbury’s “Keep Team GB Pumped” campaign for London 2012 Olympics, swimmer Rebecca Adlington is serenaded by royal guards, dinner ladies and butchers with Tina Turner’s “Simply the Best.”

Advertising Agency: Hypernaked, London
Year: 2012

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30 – AMP ENERGY DRINK – Walk of no Shame

AMP wanted to introduce three new products with specific energy functions, designed to help our target, people who live their lives to the fullest. We also needed to increase brand awareness and embed ourselves into their daily life. We wanted to be the most relevant, unlike our hyper-masculine energy competitors. “Walk of No Shame” was an ode to the infamous walk that young people take “the night after” going out. With the look and sound of a mini-musical, AMP showed how one can take a “walk of no shame” as it gets you back on your feet.

Advertising Agency: BBDO New York
Year: 2009
Shortlist

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31 – LABATT BLUE BEER – Big Song

A young man tries to make up to his girlfriend by singing her a song around a campfire – “Out of the Blue”, and it turns into a huge sing-a-long.

Advertising Agency: Ammirati Puris, Canada
Year: 2001

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32 – PEPSI – Pepsi Generation

Advertising Agency: BBDO, USA
Year: 1984


Wieden + Hegarty – 30 years of Creative Chaos

What are the reasons behind a successful commercial – is it the craft, the execution or great story telling, and what has made campaigns stand out over decades? On the fifth day of the 59th International Festival of Creativity, Sir John Hegarty, worldwide creative director and Dan Wieden, co-founder and global executive creative director, Wieden+Kennedy (W+K) discussed the elements that make a campaign successful, while speaking on the topic, ’30 years of creative chaos’.

The session—celebrating the 30th anniversary of both Wieden + Kennedy and Bartle Bogle Hegarty—began with an amusing video in which Wieden, to compete with the knighted Hegarty, gets a handful of degrees and ordainments through the Internet so he can be introduced as Lord Rev. Dr. Dan Wieden. The comical mock one-upmanship continued throughout the talk—moderated by Atifa Silk of Campaign Asia-Pacific—as the two legendary creatives alternately praised and teased one another following the screening of each spot.

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“I have enormous empathy for Dan’s work…,” Hegarty said. “I remember when I suddenly started seeing this work—Instant Karma—coming out of this American agency for Nike. I had to find out who they were. Where are they? Portland, Oregon? Where is Oregon?”

The session started by talking about Nike’s long term association with W+K, and how over the years the sports brand has worked with the agency, trusting and believing in its every work. To this, Wieden said, “Nike is a very different client as the company does not believe in airing one TVC several times. Interestingly, the company also does not believe in advertising, it believes in creating an experience. When I came to know about this, I enquired about this quite unique approach. The company representative replied, ‘You never write the same letter twice, then why the same spot?”

Agreeing with him, Sir Hegarty cited the example of the Nike commercial featuring golfer Tiger Woods. “Earl and Tiger” ad for Nike Golf, which aired in the wake of the golfer’s sex scandal. It shows a stoic Woods looking into the camera as his late father, heard in voiceover, urges him to reflect on his life. He said, “In order to break away from the usual and to create something unusual, a brand has to be constantly brave. A brave brand will be ready to take risks, and will further allow the agency to create unusual and interesting campaigns.”

Sir Hegarty next talked about the ‘Go forth’ TVC for Levis by W+K, called ‘America’s challenging time’. “There are times when due to the scale, it becomes difficult to use one language to unify different countries with different dialects. In such situations, one needs to conceptualise one single idea, which will bring everybody to a common platform,” he remarked.

Wieden, in turn, first became aware of Hegarty’s work with the Levi’s ad of  “a young man walking into a laundry room and taking off his clothes.” “You keep stumbling across opportunities, an idea reveals itself within an idea,” said Hegarty on the inspiration behind the ad. “In a Levi’s ad there’s always someone getting dressed or undressed.”

But, how the foundation client has overpowered the agency’s business?

According to Wieden, in case of W+K, Nike was the only visible client for a long time and while the agency had the business of a small radio station from Portland, the fact is that its survival was mainly dependent on one client; this made the agency uncomfortable. So, while foundation clients are important for any agency, there is also a need to branch out.

Next, speaking on the power of creativity, Sir Hegarty elaborated, “Advertising is 80 per cent idea and 20 per cent execution – and we live in a world of YouTube – where everyone can make everything, so it is important to be both perfect in detailing and in storytelling.”

Adding to his view point, Wieden said, “Emotions need to be depicted in the right form and it is not necessary that one always has to go the social media way to depict emotions. Rather, telling simple stories with great emotions can move the consumers.”

But sometimes ideas aren’t enough and it’s the execution that pulls the ad through, commented Hegarty on W+K’s “Best Job” TV commercial for P&G. “If you had passed me the script I think I might have vomited. You Americans, you wade around in this treacle of emotion…” said Hegarty wryly. “But the way you [Wieden] executed it really worked….The vomit factor was high…but the directing worked.” “It’s the power of storytelling, you’ve got to make sure the emotions are relevant and just let yourselves be swept up by it,” agreed Wieden.

Sir Hegarty discussed the campaign called ‘Dean Savage’ for Google Chrome, and how it turned a brand which is usually perceived to be unemotional to emotional. “Some of the best advertising, is not advertising”, continued Hegarty, referring to Google Chrome’s support of the ” It gets better” initiative. The work done by BBH NY could have easily backfired on the company, said Hegarty. “We tried to put it into a place that wasn’t advertising, that was part of the social fabric of life.”

“When you do your job right, you add something to the value of the brand, not just for the audience but for the people who work there,” commented Wieden. “Google is perceived as a less emotional group of people but when a spot like that comes out, it humanises them.”

Sir Hegarty next focused on the importance of motivation. “In this industry, one gets motivated via competition’s work. The ‘Old Spice’ ad is a spectacular example of good work and when I watched it I felt jealous. However, two minutes later, I was determined to do better work for Axe. Therefore, in order to do great work, we need competition to succeed, as then at that time even clients fuel up, which further motivates to create good work,” he noted.

“When truly great work happens, and it isn’t yours, the gut instinct is to hate it with a passion”, said Hegarty. “I remember the moment one of our account people came to me and said, ‘John, I think you’d better have a look at this,”—it was the first ad for Old Spice. “You know something’s great when you really really f***ing hate it. I hated it. I stood up, looked at this ad and thought, ‘Who did that? Is it W+K? SHIT! OhSHIT!’.” Then Hegarty recalled running out of the office and yelling for the latest scripts for Axe, their agency’s rival brand to Old Spice. “We had to do better! The better they do! The better we do! Great creativity drives each other, two people run a race faster than alone.” The Old Spice ads were a prime example of great writing, he concluded.

“I had the same hateful reaction when the Xbox ‘Life’s too Short’ spot came out,” admitted Wieden.

Like the Levi’s laundry ad, the Xbox commercial was entirely done without script, noted Wieden. “It was the craft of the spot that pulled it completely into superspace.” Commercials like these are only possible when clients are brave, said Hegarty. “You can imagine us presenting this to Xbox, ‘She’s got her legs like this… and…’ The client rejected it, but we got it posted online and it went viral—never give up, keep pushing.”

The two agencies have even ‘swapped’ clients. BBH resigned Nike which went to W+K and BBH won Guardian off W+K. The result of the change was the Levi’s Go Forth ad and Guardian’s Gold Lion-winning “Three Little Pigs commercial. “I’m pleased that Levi’s went to you and not the agency before us, which I cannot name, but they produced unutterable crap,” chuckled Hegarty. “W+K, however, told Levi’s story in a powerful and compelling way.”

Taking the example of the commercial for the UK-based newspaper, The Guardian, Sir Hegarty said, “It is all about the art of storytelling and we should master how to tell the simplest of the stories in the most interesting way.”

Asked how the industry should evolve and improve, both men, not surprisingly, said it’s all about the quality of the work. “Make the bloody work better,” Hegarty said. “I keep going on about it. We must be the only industry in the world that actually thinks you can succeed when the work’s getting worse. There’s empirical evidence in the U.K. that our audience believes the advertising has gotten worse. … Obviously, Cannes is about this question. But what are we doing about it? How are we working to make the work better?”

It needs to be honest, too,” said Wieden. “There’s so much strategy sometimes, and all this bullshit. What is the emotional essence of this issue right now? And clients, I think, sometimes have to look at themselves in the mirror and say, ‘Who have we become? How do we get back to where we used to be?’ “