Kipper: Difference between revisions

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| thumbtime          =  
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| image_upright           =  
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| caption            = Frame from the advertisement showing the titular kipper and the submarine
| caption            = Frame from the advertisement showing the titular kipper and the submarine
| agency            = [[Wikipedia:TBWA Worldwide|TBWA\London]]
| agency            = [[Wikipedia:TBWA Worldwide|TBWA\London]]
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| runtime            = 45 seconds
| runtime            = 45 seconds
| product            =  
| product            =  
| released          = {{Film date|df=yes|1980|10|29|ref1=<ref name="Campaign"/>}}
| released          = {{Film date|df=yes|1980|10|29|ref1=<ref name="Campaign article 949419"/>}}
| slogan            = It's a new toy every day
| slogan            = It's a new toy every day
| writer            =  
| writer            = {{ubl|Mike Cozens (copywriter)|Graham Watson (art director)}}
| director          =  
| director          = [[Wikipedia:Ken Turner (director)|Ken Turner]]
| music              =  
| music              =  
| starring          =  
| starring          = [[Wikipedia:Roger Kitter|Roger Kitter]] (voice-over)
| production company =  
| production company = [[Wikipedia:Clearwater Features|Clearwater Films]]
| producer          =  
| producer          = {{ubl|[[Wikipedia:David Mitton|David Mitton]]|Jane Bearman (agency)<ref name="Cook 1981"/>}}
| country            =  
| country            = United Kingdom
| budget            =  
| budget            =  
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== Summary ==
== Summary ==
Summary of the advertisement


== Production ==
== Production ==
[[File:Kipper - Lego Dragon in the office (cropped).jpg|thumb|left|The dragon model from "Kipper"; only its front half is visible in the advertisement]]
"Kipper" was created by [[Wikipedia:Copywriting|copywriter]] Mike Cozens and [[Wikipedia:Art director|art director]] Graham Watson at the London branch of the [[Wikipedia:Advertising agency|advertising agency]] [[Wikipedia:TBWA Worldwide|TBWA]].<ref name="Cook 1981"/>
 
 
(Lego models)
The LEGO models used in "Kipper" were created by [[David Lyall]], the chief model designer at LEGO UK.<ref name="Cook 1981"/><ref name="Bricks 'n Pieces 1981-1"/>
The largest LEGO model in the film, the dragon, contained around {{formatnum:20000}} LEGO bricks.{{R|One Show 1981|p=86}}
 
 
(Clearwater)
"Kipper" was produced at [[Wikipedia:Clearwater Features|Clearwater Films]], a studio founded by former [[Wikipedia:AP Films|Century 21]] directors [[Wikipedia:Ken Turner (director)|Ken Turner]] and [[Wikipedia:David Mitton|David Mitton]].<ref name="McCarthy Drum"/><ref name="Moody AWN"/> Turner and Mitton worked on "Kipper" as its director and producer, respectively.{{R|Myerson 2002|p=486}}
 
In a meeting with Cozens and Watson, Clearwater suggested building a detailed set "complete with wallpaper and carpets" for filming, but Watson wanted to direct it "simply", using "just the skirting board and a reflective [glass] floor."<ref name="Art Direction Book"/>{{R|Myerson 2002|p=252}}
 
Filming took place over the course of seventeen days, and was done in a single [[Wikipedia:Take|take]].{{R|One Show 1981|p=86}} Watson likened the filming process to watching paint dry.<ref name="Dye interview Watson"/>
 
 
For the advertisement's [[Wikipedia:Voice-over|voice-over]], TBWA initially considered using actor and comedian [[Wikipedia:Mike Reid (actor)|Mike Reid]] before deciding on entertainer [[Wikipedia:Tommy Cooper|Tommy Cooper]], as his voice had done well in [[Wikipedia:Market research|market research]] at the time.<ref name="Robinson 2000"/> However, the agency ultimately replaced Cooper with [[Wikipedia:Sound-alike|sound-alike]] [[Wikipedia:Roger Kitter|Roger Kitter]].<ref name="Lego Parents"/><ref name="McCarthy Drum"/> Cooper was apparently ill when it was time to record his voice-over,<ref name="Robinson 2000"/> though another account claims Cooper's agent told Cozens and Watson "For Christ's sake, don't use Tommy. He can't read and he'll totally screw it up. Use Roger Kitter instead."<ref name="Awdry blog"/> Kitter, an [[Wikipedia:Impressionist (entertainment)|impressionist]], narrated the advertisement with an impersonation of Cooper, including using Cooper's catchphrase "just like that".<ref name="Russel 2013"/> Audiences at the time were unable to tell Kitter's impression was not actually Cooper's voice.<ref name="Robinson 2000"/><ref name="McCarthy Drum"/>
 
to use: <ref name="Dye interview Cozens"/><ref name="Marshall 1994"/><ref name="Kanner 1999"/><ref name="Channel 4 100 list"/><ref name="Channel 4 100 video"/>


== Reception ==
== Reception ==
"Kipper" first premiered on television in the United Kingdom on 29 October 1980.<ref name="Campaign"/>
According to ''[[Wikipedia:Campaign (magazine)|Campaign]]'''s website, "Kipper" first premiered on 29 October 1980.<ref name="Campaign article 949419"/> ''[[Bricks 'n Pieces]]'' asserts that it aired during the 1980 Christmas season.<ref name="Bricks 'n Pieces 1981-1"/><ref name="Ten Best 1980s"/>


== References ==
== References ==
{{reflist|refs=
{{reflist|refs=
<ref name="Campaign">{{cite web |url=https://www.campaignlive.co.uk/article/lego-kipper-tbwa/949419 |title=Lego 'kipper' by TBWA |year=2016 |website=Campaign |publisher=Haymarket Media Group |location=[[Wikipedia:London|London]] |archive-url=http://web.archive.org/web/20240817020449/https://www.campaignlive.co.uk/article/lego-kipper-tbwa/949419 |archive-date=17 August 2024 |access-date=17 August 2024 |url-status=live}}</ref>
<ref name="Art Direction Book">{{cite book |url=https://archive.org/details/artdirectionbook0000roto/page/170/mode/2up?view=theater |title=The Art Direction Book |publisher=Rotovision SA |location=[[Wikipedia:Crans, Switzerland|Crans, Switzerland]] |year=1996 |isbn=2-88046-284-3 |editor-first=Louise |editor-last=Bishop |section=Graham Watson |pages=170-171}}</ref>
 
<ref name="Awdry blog">{{cite web |url=https://willawdry.blog/2020/09/23/watson-and-cozens/ |title=Watson and Cozens |date=23 September 2020 |first=Will |last=Awdry |website=willawdry.blog |archive-url=https://web.archive.org/web/20250317041004/https://willawdry.blog/2020/09/23/watson-and-cozens/ |archive-date=17 March 2025}}</ref>
 
<ref name="Bricks 'n Pieces 1981-1">{{cite magazine |url=https://archive.org/details/BricksNPieces-Spring1981-Brickset/mode/2up?view=theater |title=A Merry Old Soul |magazine=[[Bricks 'n Pieces]] |date=Spring 1981 |number=7 |editor-first=Clive |editor-last=Nicholls |editor-link=Clive Nicholls |page=1 |location=[[Wikipedia:Wrexham|Wrexham]], [[Wikipedia:Clwyd|Clwyd]] |publisher=[[LEGO UK Ltd]]}}</ref>
 
<ref name="Campaign article 949419">{{cite web |url=https://www.campaignlive.co.uk/article/lego-kipper-tbwa/949419 |title=Lego 'kipper' by TBWA |year=29 October 2009 |website=[[Wikipedia:Campaign (magazine)|Campaign]] |publisher=[[Wikipedia:Haymarket Media Group|Haymarket Media Group]] |location=[[Wikipedia:London|London]] |archive-url=http://web.archive.org/web/20240817020449/https://www.campaignlive.co.uk/article/lego-kipper-tbwa/949419 |archive-date=17 August 2024 |access-date=17 August 2024 |url-status=live}}</ref>
 
<ref name="Channel 4 100 list">{{cite web |url=http://www.channel4.com/entertainment/greatest_ads/ |title=The 100 Greatest TV Ads |year=2000 |website=Channel 4 Television |archive-url=https://web.archive.org/web/20010618095141/http://www.channel4.com/entertainment/greatest_ads/ |archive-date=18 June 2001}}</ref>
 
<ref name="Channel 4 100 video">{{cite AV media |url=https://www.youtube.com/watch?v=Kj14p4nulUw&t=2385 |title=The 100 Greatest TV Ads |date=29 April 2000 |publisher=[[Wikipedia:Channel 4|Channel 4]] |location=London |time=39:45-40:25 |type=Repeat airing on 29 August 2004 |access-date=18 August 2024}}</ref>
 
<ref name="Cook 1981">{{cite book |url=https://archive.org/details/guinnessbookofwi0000cook/page/5/mode/2up?view=theater |title=The Guiness Book of Winners and Champions |edition=2nd |year=1981 |first1=Chris |last1=Cook |first2=Anne |last2=Marshall |publisher=Guiness Superlatives Limited |location=[[Wikipedia:Enfield, London|Enfield, London]] |isbn=0-85112-218-3 |page=5}}</ref>
 
<ref name="Dye interview Cozens">{{cite interview |url=https://davedye.com/2016/01/29/mike-cozens-interview/ |title=INTERVIEW: Mike Cozens |website=Stuff From the Loft |first=Mike |last=Cozens |interviewer=Dave Dye |date=January 29, 2016 |archive-url=https://web.archive.org/web/20240818094227/https://davedye.com/2016/01/29/mike-cozens-interview/ |archive-date=2024-08-18 |url-status=live |access-date=2024-08-18}}</ref>
 
<ref name="Dye interview Watson">{{cite interview |url=https://davedye.com/2023/11/27/blog-cast-graham-watson-1/ |title=BLOG/CAST: Graham Watson #1 |website=Stuff From the Loft |first=Graham |last=Watson |interviewer=Dave Dye |date=November 27, 2023 |archive-url=https://web.archive.org/web/20240817134023/https://davedye.com/2023/11/27/blog-cast-graham-watson-1/ |archive-date=2024-08-17 |url-status=live |access-date=2024-08-17}} Includes three documents:
* {{cite document |last=Hegarty |first=John |author-link=Wikipedia:John Hegarty (advertising executive) |date=18 October 1979 |title=TBWA contract letter |type=Letter to Graham Watson |location=[[Wikipedia:Covent Garden|Covent Garden]], London |publisher=TBWA}}
* {{cite document |last1=Watson |first1=Graham |last2=Cozens |first2=Mike |date=25 April 1980 |title='Kipper' TV/Radio Script |publisher=TBWA}}
* {{cite document |last1=Watson |first1=Graham |last2=Cozens |first2=Mike |last3=Bearman |first3=Jane |date=15 July 1980 |title='Kipper' Contact Report |publisher=TBWA}}</ref>
 
<ref name="Kanner 1999">{{cite book |url=https://archive.org/details/100besttvcommerc00kann/page/90/mode/2up?view=theater |title=The 100 Best TV Commercials ...and Why They Worked |first=Bernice |last=Kanner |year=1999 |publisher=[[Wikipedia:Times Books|Times Books]] |location=[[Wikipedia:New York City|New York]] |isbn=0-8129-2995-0 |pages=90-91}}</ref>
 
<ref name="Lego Parents">{{cite web |title=Kipper Back in the Menu for LEGO UK |date=27 November 2009 |author=<!--none listed--> |url=http://parents.lego.com/en-gb/news/Kipper.aspx |website=[[LEGO.com]] Parents News |archive-url=https://web.archive.org/web/20091203163057/http://parents.lego.com/en-gb/news/Kipper.aspx |archive-date=3 December 2009}}</ref>
 
<ref name="Marshall 1994">{{cite book |url=https://archive.org/details/guinnessbookofwi0000mars/page/5/mode/2up?view=theater |title=The Guinness Book of Winners |first=Anne |last=Marshall |year=1994 |page=5 |isbn=0-85112-791-6 |publisher=Guinness Publishing |location=[[Wikipedia:Enfield, London|Enfield, London]]}}</ref>
 
<ref name="McCarthy Drum">{{cite web |url=https://www.thedrum.com/news/2022/06/14/world-s-best-ads-ever-88-lego-lays-the-foundations-40-year-legacy-with-kipper |title= World’s best ads ever #88: Lego lays the foundations for 40-year legacy with 'Kipper' |first=John |last=McCarthy |date=June 14, 2022 |website=The Drum |publisher=Carnyx Group |archive-url=https://web.archive.org/web/20240817094431/https://www.thedrum.com/news/2022/06/14/world-s-best-ads-ever-88-lego-lays-the-foundations-40-year-legacy-with-kipper |archive-date=2024-08-17 |url-status=live |access-date=2024-08-17}}</ref>
 
<ref name="Moody AWN">{{cite web |url=https://www.awn.com/news/childrens-tv-creator-dies-unexpectedly |title= Children's TV Creator Dies Unexpectedly |first=Annemarie |last=Moody |date=May 28, 2008 |website=Animation World Network |publisher=Animation World Network |location=[[Wikipedia:Van Nuys|Van Nuys, California]] |archive-url=https://web.archive.org/web/20240818103330/https://www.awn.com/news/childrens-tv-creator-dies-unexpectedly |archive-date=18 August 2024 |access-date=18 August 2024 |url-status=live}}</ref>
 
<ref name="Myerson 2002">{{cite book |url= |title=Rewind: Forty Years of Design & Advertising |year=2002 |publisher=Phaidon Press |location=[[Wikipedia:New York City|New York]] |isbn=0-7148-4271-0 |first1=Jeremy |last1=Myerson |first2=Graham |last2=Vickers |pages=[https://archive.org/details/rewindfortyyears0000myer/page/252/mode/2up?view=theater 252], [https://archive.org/details/rewindfortyyears0000myer/page/486/mode/2up?view=theater 486]}}</ref>
 
<ref name="One Show 1981">{{cite book |url= |title=The One Show: Advertising's Best Print, Radio, TV |volume=3 |publisher=[[Wikipedia:The One Club|The One Club for Art and Copy]] |location=[[Wikipedia:New York City|New York]] |year=1982 |isbn=0-960-2628-3-0 |issn=0273-2033 |pages=[https://archive.org/details/oneshowadvertisi0000unse_c1w0/page/n55/mode/2up?view=theater 46], [https://archive.org/details/oneshowadvertisi0000unse_c1w0/page/n95/mode/2up?view=theater 86]}}</ref>
 
<ref name="Robinson 2000">{{cite book |url=https://archive.org/details/100greatesttvads0000robi/page/34/mode/2up?view=theater |title=100 Greatest TV Ads |first=Mark |last=Robinson |year=2000 |publisher=[[Wikipedia:HarperCollins|HarperCollins]] |location=[[Wikipedia:London|London]] |page=34 |isbn=0-00-711123-1}}</ref>
 
<ref name="Russel 2013">{{cite book |url=https://archive.org/details/isbn_9783836545242/page/53/mode/2up?view=theater |title=Game Changers: The Evolution of Advertising |editor-first1=Peter |editor-last1=Russel |editor-first2=Senta |editor-last2=Slingerland |year=2013 |publisher=[[Wikipedia:Taschen|Taschen]] |location=[[Wikipedia:Cologne|Cologne]] |isbn=978-3-8365-4524-2 |page=53}}</ref>
 
<ref name="Ten Best 1980s">{{cite book |url=https://archive.org/details/advertisingstenb0000unse/page/66/mode/2up?view=theater |title=Advertising's Ten Best Of The Decade 1980–1990 |publisher=[[Wikipedia:The One Club|The One Club for Art and Copy]] |location=[[Wikipedia:New York City|New York]] |isbn=0-929837-02-9 |year=1990 |editor-first=Mary |editor-last=Warlick |page=66}}</ref>
}}
}}
== External links ==
* {{webarchive |url=https://web.archive.org/web/19961018033908/http://www.chiatday.com/product/historical_work/tv/kipper/kipper.html |title=TBWA\Chiat\Day product page for ''Kipper'' |date=18 October 1996}}
[[Category:Cannes Lions winners]]
[[Category:LEGO advertisements]]

Latest revision as of 00:19, 26 March 2025

Kipper
Frame from the advertisement showing the titular kipper and the submarine
AgencyTBWA\London
ClientLEGO UK Ltd
LanguageEnglish
MediaTelevision
Running time45 seconds
Release date(s)
  • 29 October 1980 (1980-10-29)[1]
Slogan
  • It's a new toy every day
Written by
  • Mike Cozens (copywriter)
  • Graham Watson (art director)
Directed byKen Turner
Starring
Production
company		Clearwater Films
Produced by
CountryUnited Kingdom

"Kipper" is a TV ad from 1980.

Summary

Summary of the advertisement

Production

"Kipper" was created by copywriter Mike Cozens and art director Graham Watson at the London branch of the advertising agency TBWA.[2]


(Lego models) The LEGO models used in "Kipper" were created by David Lyall, the chief model designer at LEGO UK.[2][3] The largest LEGO model in the film, the dragon, contained around 20,000 LEGO bricks.[4]: 86 


(Clearwater) "Kipper" was produced at Clearwater Films, a studio founded by former Century 21 directors Ken Turner and David Mitton.[5][6] Turner and Mitton worked on "Kipper" as its director and producer, respectively.[7]: 486 

In a meeting with Cozens and Watson, Clearwater suggested building a detailed set "complete with wallpaper and carpets" for filming, but Watson wanted to direct it "simply", using "just the skirting board and a reflective [glass] floor."[8][7]: 252 

Filming took place over the course of seventeen days, and was done in a single take.[4]: 86  Watson likened the filming process to watching paint dry.[9]


For the advertisement's voice-over, TBWA initially considered using actor and comedian Mike Reid before deciding on entertainer Tommy Cooper, as his voice had done well in market research at the time.[10] However, the agency ultimately replaced Cooper with sound-alike Roger Kitter.[11][5] Cooper was apparently ill when it was time to record his voice-over,[10] though another account claims Cooper's agent told Cozens and Watson "For Christ's sake, don't use Tommy. He can't read and he'll totally screw it up. Use Roger Kitter instead."[12] Kitter, an impressionist, narrated the advertisement with an impersonation of Cooper, including using Cooper's catchphrase "just like that".[13] Audiences at the time were unable to tell Kitter's impression was not actually Cooper's voice.[10][5]

to use: [14][15][16][17][18]

Reception

According to Campaign's website, "Kipper" first premiered on 29 October 1980.[1] Bricks 'n Pieces asserts that it aired during the 1980 Christmas season.[3][19]

References

  1. ↑ 1.0 1.1 "Lego 'kipper' by TBWA". Campaign. London: Haymarket Media Group. 29 October 2009. Archived from the original on 17 August 2024. Retrieved 17 August 2024.
  2. ↑ 2.0 2.1 2.2 Cook, Chris; Marshall, Anne (1981). The Guiness Book of Winners and Champions (2nd ed.). Enfield, London: Guiness Superlatives Limited. p. 5. ISBN 0-85112-218-3.
  3. ↑ 3.0 3.1 Nicholls, Clive, ed. (Spring 1981). "A Merry Old Soul". Bricks 'n Pieces. No. 7. Wrexham, Clwyd: LEGO UK Ltd. p. 1.
  4. ↑ 4.0 4.1 The One Show: Advertising's Best Print, Radio, TV. Vol. 3. New York: The One Club for Art and Copy. 1982. pp. 46, 86. ISBN 0-960-2628-3-0. ISSN 0273-2033.
  5. ↑ 5.0 5.1 5.2 McCarthy, John (June 14, 2022). "World's best ads ever #88: Lego lays the foundations for 40-year legacy with 'Kipper'". The Drum. Carnyx Group. Archived from the original on 2024-08-17. Retrieved 2024-08-17.
  6. ↑ Moody, Annemarie (May 28, 2008). "Children's TV Creator Dies Unexpectedly". Animation World Network. Van Nuys, California: Animation World Network. Archived from the original on 18 August 2024. Retrieved 18 August 2024.
  7. ↑ 7.0 7.1 Myerson, Jeremy; Vickers, Graham (2002). Rewind: Forty Years of Design & Advertising. New York: Phaidon Press. pp. 252, 486. ISBN 0-7148-4271-0.
  8. ↑ Bishop, Louise, ed. (1996). "Graham Watson". The Art Direction Book. Crans, Switzerland: Rotovision SA. pp. 170–171. ISBN 2-88046-284-3.
  9. ↑ Watson, Graham (November 27, 2023). "BLOG/CAST: Graham Watson #1". Stuff From the Loft (Interview). Interviewed by Dave Dye. Archived from the original on 2024-08-17. Retrieved 2024-08-17. Includes three documents:
    • Hegarty, John (18 October 1979). "TBWA contract letter" (Letter to Graham Watson). Covent Garden, London: TBWA.
    • Watson, Graham; Cozens, Mike (25 April 1980). "'Kipper' TV/Radio Script" (Document). TBWA.
    • Watson, Graham; Cozens, Mike; Bearman, Jane (15 July 1980). "'Kipper' Contact Report" (Document). TBWA.
  10. ↑ 10.0 10.1 10.2 Robinson, Mark (2000). 100 Greatest TV Ads. London: HarperCollins. p. 34. ISBN 0-00-711123-1.
  11. ↑ "Kipper Back in the Menu for LEGO UK". LEGO.com Parents News. 27 November 2009. Archived from the original on 3 December 2009.
  12. ↑ Awdry, Will (23 September 2020). "Watson and Cozens". willawdry.blog. Archived from the original on 17 March 2025.
  13. ↑ Russel, Peter; Slingerland, Senta, eds. (2013). Game Changers: The Evolution of Advertising. Cologne: Taschen. p. 53. ISBN 978-3-8365-4524-2.
  14. ↑ Cozens, Mike (January 29, 2016). "INTERVIEW: Mike Cozens". Stuff From the Loft (Interview). Interviewed by Dave Dye. Archived from the original on 2024-08-18. Retrieved 2024-08-18.
  15. ↑ Marshall, Anne (1994). The Guinness Book of Winners. Enfield, London: Guinness Publishing. p. 5. ISBN 0-85112-791-6.
  16. ↑ Kanner, Bernice (1999). The 100 Best TV Commercials ...and Why They Worked. New York: Times Books. pp. 90–91. ISBN 0-8129-2995-0.
  17. ↑ "The 100 Greatest TV Ads". Channel 4 Television. 2000. Archived from the original on 18 June 2001.
  18. ↑ The 100 Greatest TV Ads (Repeat airing on 29 August 2004). London: Channel 4. 29 April 2000. Event occurs at 39:45-40:25. Retrieved 18 August 2024.
  19. ↑ Warlick, Mary, ed. (1990). Advertising's Ten Best Of The Decade 1980–1990. New York: The One Club for Art and Copy. p. 66. ISBN 0-929837-02-9.

External links

Retrieved from "https://wiki.researchrealm.net/index.php?title=Kipper&oldid=7102"