COMMERCIALS 30 THE COMMERCIALS 30
1. BLINK 2. RATTLING STICK
=3. PARTIZAN =3. STINK =5. GORGEOUS =5. INDEPENDENT 7. SMUGGLER 8. SONNY 9. HSI
10. AARDMAN 11. KNUCKLEHEAD 12. PULSE 13. NEXUS 14. HUNGRY MAN 15. ANOTHER FILM CO
16. 2AM 17. MOXIE 18. MAD COW 19. GREAT GUNS 20. TOMBOY 21. MUSTARD
=22. PASSION =22. STUDIO AKA 24. TH1NG 25. BELIEVE 26. HOTSPUR & ARGYLE 27. EPOCH 28. PICASSO 29. BARE 30. SPACE CITY
A BIG THANKS TO FINISH’S CHERYL PAYNE FOR PROVIDING THE COVER IMAGE FOR THIS YEAR’S COMMERCIALS 30
It’s been another tough year in the commercials production sector, but producers are looking to new horizons. Jon Creamer reports
animation directors through Blinkink, music video specialists under Colonel Blimp and an art and design roster within Blinkart alongside its live action commercials directors. Its standout spots of the year include Benito Montorio’s Roof for VW along with his Johnnie Walker Marc Herremans ad. Other highlights include Simon Willows’ Go With the Flow spot for Mcdonald’s and the continued resonance of star director Dougal Wilson’s Always a Woman for John Lewis. Last year’s winner, Rattling Stick, eases into
C
second position this time after another creatively successful year with spots like Wall’s Garage by Andy McLeod, Ringan Ledwidge spots for Stella (Quest) and Puma (After Hours Athletes) and Danny Kleinman’s Diner for John Smith’s. But despite several stand out commercials, it
would be hard to argue it’s been one of the most creatively fruitful years in advertising. There are some signs at the tail end of this year that creativity and money are seeping back into commercials (see Claire Beale’s column on page 18 of this issue), but the past 12 months have seen slim pickings. The Commercials 30’s Best in Show section, where producers vote for their favourite ads, is testament
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www.televisual.com | November 2011
ongratulations to Blink for taking the top spot in this year’s Commercials 30 survey after placing second last time. It’s a big shop that looks after a roster of
to that as the top 10 contains four commercials that appeared in the top 10 ads poll last year.
TOUGH, CHALLENGING, COMPETITIVE So the last year has certainly been difficult. In fact, asked about the business climate over the last 12 months, most producers were to the point and of one mind. “Very challenging,” said Epoch; “increasingly competitive,” said Gorgeous; “much tougher this year,” said Smuggler; “very competitive,” said Tomboy; “undoubtedly tough,” said 15 Badgers; “challenging,” said Picasso; “increasingly tough,” said Hero. The best anyone has to say is that the past year has
been up and down. “Consistently inconsistent,” is Independent’s take. “It’s been very good at times, very bad at others,” echoes Joyrider while Not to Scale says the year has been “up and down like the proverbial rollercoaster. Feast and famine – all the usual clichés without the funny side.”
HOLDING STEADY So 2011’s been a difficult year, but then again so was 2010 and the stats at least seem to show that the commercials production sector is holding relatively steady if not getting better. The average turnover of a commercials production company is now £9.5m compared to last year’s £9.7m but that drop should be held in contrast to 2009’s figure
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