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{{italic title}}
{{Infobox advertising
{{Infobox advertising
| name              = Kipper
| name              = Kipper
| italics            = yes
| image              = Kipper 1980 ad - submarine and kipper.jpg
| image              = Kipper 1980 ad - submarine and kipper.jpg
| image_size        =
| caption            = Frame from the advertisement showing the titular kipper (left) and the submarine
| thumbtime          =
| image_upright      =
| caption            = Frame from the advertisement showing the titular kipper and the submarine
| agency            = [[Wikipedia:TBWA Worldwide|TBWA\London]]
| agency            = [[Wikipedia:TBWA Worldwide|TBWA\London]]
| client            = [[LEGO UK Ltd]]
| client            = [[LEGO UK Ltd]]
Line 12: Line 11:
| media              = Television
| media              = Television
| runtime            = 45 seconds
| runtime            = 45 seconds
| product            =  
| product            = [[LEGO]]
| released          = {{Film date|df=yes|1980|10|29|ref1=<ref name="Campaign article 949419"/>}}
| 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            = {{ubl|Mike Cozens (copywriter)|Graham Watson (art director)}}
| writer            = {{ubl|Mike Cozens (copywriter)|Graham Watson (art director)}}
| director          = [[Wikipedia:Ken Turner (director)|Ken Turner]]
| director          = [[Wikipedia:Ken Turner (director)|Ken Turner]]
| music              =
| starring          = [[Wikipedia:Roger Kitter|Roger Kitter]] (voice-over)
| starring          = [[Wikipedia:Roger Kitter|Roger Kitter]] (voice-over)<ref name="Awdry blog"/>
| production company = [[Wikipedia:Clearwater Features|Clearwater Films]]
| production company = [[Wikipedia:Clearwater Features|Clearwater Films]]
| producer          =  
| producer          = [[Wikipedia:David Mitton|David Mitton]]
| country            = United Kingdom
| country            = United Kingdom
| budget            =  
| budget            =  
| preceded_by        =  
| preceded_by        =  
| followed_by        =  
| followed_by        =  
| website            =
}}
}}


"'''Kipper'''" is a TV ad from 1980.
'''''Kipper''''' is a British stop-motion [[Wikipedia:Television advertisement|television commercial]] first aired in 1980.


== Summary ==
== Summary ==
Summary of the advertisement
The advertisement features two LEGO creatures battling by changing into new forms to defeat the other. A small LEGO mouse, who narrates the film, is standing by a mousehole when a LEGO cat appears. The mouse turns into a dog to scare the cat, but the cat becomes a fire-breathing dragon; the dog then becomes a [[Wikipedia:Fire engine|fire engine]] and extinguishes the dragon's flame. The back-and-forth transformation goes on as the two become a submarine that emerges from a puddle, a submarine-eating kipper (initially misheard as "slipper"), an "anti-kipper ballistic missile", a "missile cruncher", and finally an elephant. As the missile cruncher is about to be stepped on by the elephant, it changes back into a mouse, [[Wikipedia:Elephant Fear of Mice|scaring the elephant]] and causing it to fall over.


== Production ==
== Production ==
"Kipper" was created at the London branch of the [[Wikipedia:Advertising agency|advertising agency]] [[Wikipedia:TBWA Worldwide|TBWA]] by [[Wikipedia:Copywriting|copywriter]] Mike Cozens and [[Wikipedia:Art director|art director]] Graham Watson.<ref name="Cook 1981"/>
[[File:Graham Watson, Mike Cozens.png|thumb|left|upright=0.8|''Kipper'' creators Graham Watson (left) and Mike Cozens {{circa|1980}}]]


(Lego models)
"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"/>{{sfn|Myerson|Vickers|2002|p=252}} Cozens and Watson had joined TBWA\London together in February 1980 after leaving the [[Wikipedia:Collett Dickenson Pearce|Collett Dickenson Pearce]] agency; after pitching an ad for [[Wikipedia:Knorr (brand)|Knorr]] on their first day there, the two started writing the script for ''Kipper'' on their second day.{{sfn|Watson|2023}}{{sfn|Hegarty|1979}}<ref name="Dye interview Cozens"/> They developed a few print advertisements for [[LEGO UK Ltd]] before being briefed on the television project.{{sfn|Watson|2023}} The commercial had to be created on a limited budget; Cozens and Watson did not want to resort to making a "dull" presenter-style commercial, and spent numerous late nights developing the concept and working with the accounting team to get script approval.{{sfn|The One Club for Art and Copy|1982|p=86}}
The largest LEGO model in the film, the dragon, contained around {{formatnum:20000}} LEGO bricks.{{R|One Show 1981|p=86}}


(Clearwater)
An earlier version of the script from 25 April, shared by Watson in 2023, does not feature the kipper-slipper [[Wikipedia:Mondegreen|mondegreen]] or the missile cruncher; instead, the fire engine is initially blue before turning red, and the kipper becomes a tractor to tow the missile.{{sfn|Watson|Cozens|1980}}


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}}
[[File:Kipper - Lego Dragon in the office (cropped).jpg|thumb|The dragon model from ''Kipper''; only its front half is visible in the advertisement]]


Filming took place over the course of seventeen days, and was done in a single [[Wikipedia:Take|take]].<ref name="One Show 1981"/> Watson likened the filming process to watching paint dry.<ref name="Dye interview Watson"/>
The LEGO models used in ''Kipper'' were created by [[David Lyall]], a LEGO model designer at [[LEGO UK Ltd]].<ref name="Bricks 'n Pieces 1981-1"/><ref name="Cook 1981"/> Lyall made two versions of each model: one glued version, and one to be assembled and disassembled during [[Wikipedia:Stop motion|stop motion]] filming.{{sfn|Watson|Cozens|Bearman|1980}} The largest model built for the advertisement, the dragon, contained around {{formatnum:20000}} LEGO bricks.{{sfn|The One Club for Art and Copy|1982|p=86}}


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"/>
[[File:David Lyall - Old King Cole, 1980 (cropped).jpg|thumb|David Lyall holding the mouse model]]


to use: <ref name="Art Direction Book"/><ref name="Dye interview Cozens"/>
''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 the advertisement as its director and producer, respectively.{{sfn|Myerson|Vickers|2002|p=486}}
<ref name="Marshall 1994"/><ref name="Kanner 1999"/>
Clearwater initially 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 floor."{{sfn|Bishop|1996|p=170}}{{sfn|Myerson|Vickers|2002|p=252}}
 
Filming took place over the course of seventeen days. The stop motion LEGO models were built in stages during filming, with a few frames of footage being shot between each stage. Director Turner and his team planned out the timing for both the building sequences and for zooming and panning the camera, having to make sure the camera movement lined up with each stage of the models.{{sfn|The One Club for Art and Copy|1982|p=86}} Stop motion animation was done by Denis Russo, while camera work and lighting were done by Tom Harrison.<ref name="Cook 1981"/>{{sfn|Myerson|Vickers|2002|p=486}} The entire shoot was done in a single [[Wikipedia:Take|take]].{{sfn|The One Club for Art and Copy|1982|p=86}} Watson later likened the filming process to watching paint dry.{{sfn|Watson|2023}}
 
For the advertisement's [[Wikipedia:Voice-over|voice-over]], TBWA\London 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"/> Cooper was ultimately replaced with a [[Wikipedia:Sound-alike|sound-alike]], however; his 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 [[Wikipedia:Roger Kitter|Roger Kitter]] instead."<ref name="Awdry blog"/>{{efn|Mark Robinson, executive producer of the ''[[Wikipedia:100 Greatest (TV series)|100 Greatest]]'' series, claimed in the 2000 book companion for ''[[Wikipedia:The 100 Greatest TV Ads|The 100 Greatest TV Ads]]'' that Tommy Cooper was instead replaced due to being ill when it was time to record his voice-over.<ref name="Robinson 2000"/> Cooper's health was deteriorating in the late 1970s due to heavy smoking and alcoholism; he died during a performance in 1984.}} Kitter, an [[Wikipedia:Impressionist (entertainment)|impressionist]], narrated the advertisement with an impersonation of Cooper, including using Cooper's catchphrase "just like that".<ref name="McCarthy Drum"/><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"/>{{efn|Some later sources, as recently as 2012, still listed Cooper as the ad's narrator.<ref name="Campaign article 949419"/><ref name="Saunders 1999"/><ref name="Herman 2012"/>}}


== Reception ==
== Reception ==
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"/>
According to ''[[Wikipedia:Campaign (magazine)|Campaign]]'''s website, "Kipper" first premiered on 29 October 1980.<ref name="Campaign article 949419"/> It aired during the 1980 Christmas season.<ref name="Bricks 'n Pieces 1981-1"/>
 
In its Spring 1981 issue, ''[[Bricks 'n Pieces]]'' featured a photograph of Lyall holding the mouse model from ''Kipper''.<ref name="Bricks 'n Pieces 1981-1"/>
 
''Kipper'' was featured in ''[[Wikipedia:The 100 Greatest TV Ads|The 100 Greatest TV Ads]]'' in April 2000, being voted at number 74 by [[Wikipedia:Channel 4|Channel 4]] viewers and ''[[Wikipedia:The Sunday Times|The Sunday Times]]'' readers.<ref name="Channel 4 100 list"/><ref name="Channel 4 100 video"/>
 
Starting on 31 October 2008, ''Kipper'' was run in British cinemas for a month, launched with the film ''[[Wikipedia:Quantum of Solace|Quantum of Solace]]'', to celebrate the fiftieth anniversary of the modern [[LEGO brick]].<ref name="Kemp 2008"/><ref name="McCarthy Drum"/> In December 2009 it was run again, both in cinemas and on television for the first time since 1983.<ref name="Lego Parents"/>
 
In a 2016 interview, Mike Cozens stated that ''Kipper'' was still as funny as when it was first written, and that he preferred it over his "arty stuff".<ref name="Dye interview Cozens"/>
 
=== Awards ===
* 1980 − Voted "best TV commercial in the world" by Hollywood Radio & Television Society{{sfn|Watson|2023}}{{sfn|Denny|1980}}
* 1981 − [[Wikipedia:Cannes Lions International Festival of Creativity|Cannes Lions]] Grand Prix.<ref name="Russel 2013"/>
* 1981 − Gold award for film advertising at the [[Wikipedia:Design and Art Direction|Designers and Art Directors Association Awards]].<ref name="Cook 1981"/>
* 1981 − Gold in the Consumer Television: 60 Seconds Single category at [[Wikipedia:The One Club|The One Show's]] 1981 awards.{{sfn|The One Club for Art and Copy|1982|p=46}}
* 1981 − ITV Award for Best Commercial of the Year at the [[Wikipedia:British Television Advertising Awards|British Television Advertising Awards]].<ref name="Marshall 1994"/>
* 1990 − Finalist nominee for The One Club's ten best advertisements of the 1980s decade.<ref name="Warlick 1990"/>
 
== Notes ==
{{notelist}}


== References ==
== References ==
=== Citations ===
{{reflist|refs=
{{reflist|refs=
<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 |url-status=live |access-date=20 September 2025}}</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="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=20 September 2025 |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="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 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="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 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=18 August 2024 |url-status=live |access-date=20 September 2025}}</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}}</ref>
<!--ref name="Fletcher 2008">{{cite web |url=https://archive.org/details/powersofpersuasi0000flet/page/192/mode/2up?view=theater |title=Powers of Persuasion – The Inside Story of British Advertising: 1951–2000 |first=Winston |last=Fletcher |year=2008 |publisher=[[Wikipedia:Oxford University Press|Oxford University Press]] |location=[[Wikipedia:Oxford|Oxford]] |isbn=978-0-19-922801-0 |pages=192-193}}</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="Herman 2012">{{cite book |title=A Million Little Bricks |first=Sarah |last=Herman |date=2012 |publisher=Skyhorse Publishing |location=[[Wikipedia:New York City|New York]] |isbn=978-1-62636-118-8 |url=https://archive.org/details/millionlittlebri0000herm/page/44/mode/2up?view=theater}}</ref><!--url is not the same version, oh well-->
 
<!--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="Kemp 2008">{{cite web |url=https://www.campaignlive.co.uk/article/lego-brings-back-80s-kipper-ad/858507 |title=Lego brings back 80s 'Kipper' ad |first=Ed |last=Kemp |date=30 October 2008 |website=[[Wikipedia:Campaign (magazine)|Campaign]] |publisher=[[Wikipedia:Haymarket Media Group|Haymarket Media Group]] |location=[[Wikipedia:London|London]] |archive-url=https://web.archive.org/web/20250923015513/https://www.campaignlive.co.uk/article/lego-brings-back-80s-kipper-ad/858507 |archive-date=23 September 2025 |access-date=23 September 2025 |url-status=live |url-access=limited}}</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="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>
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<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="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="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=17 August 2024 |access-date=20 September 2025 |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="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=20 September 2025 |url-status=live}}</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="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="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="Saunders 1999">{{cite book |url=https://archive.org/details/20thcenturyadver0000saun/page/113/mode/2up?view=theater |last=Saunders |first=Dave |title=20th Century Advertising |year=1999 |publisher=[[Wikipedia:Welbeck Publishing Group|Carlton Books Limited]] |location=[[Wikipedia:London|London]] |isbn=1-85868-520-6 |page=113}}</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-->
<ref name="Warlick 1990">{{cite book |url=https://archive.org/details/advertisingstenb0000unse/page/66/mode/2up?view=theater |title=Advertising's Ten Best Of The Decade 1980–1990 |section=Finalists: Print, Radio, Television |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>
}}
}}
=== Sources ===
{{refbegin}}
* {{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=102-103, 106, 170-171}}
* {{cite book |url=https://archive.org/details/rewindfortyyears0000myer/page/486/mode/2up?view=theater |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=252, 486}}
* {{cite book |url=https://archive.org/details/oneshowadvertisi0000unse_c1w0/page/n95/mode/2up?view=theater |title=The One Show: Advertising's Best Print, Radio, TV |volume=3 |author=[[Wikipedia:The One Club|The One Club for Art and Copy]] |publisher=American Showcase, Inc |location=[[Wikipedia:New York City|New York]] |year=1982 |isbn=0-960-2628-3-0 |issn=0273-2033 |pages=46, 86}}
* {{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=17 August 2024 |url-status=live |access-date=20 September 2025}} Includes four 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}}
** {{cite document |last=Denny |first=Martin |date=1980 |title=Come and See the World's Best T.V. Commercial |publisher=TBWA |location=New York |type=Advertisement}}
{{refend}}


== External links ==
== External links ==
* {{webarchive |url=https://web.archive.org/web/19961018033908/http://www.chiatday.com/product/historical_work/tv/kipper/kipper.html |title=Official website |date=18 October 1996}}
{{external media
| float  = right
| width  =
| video1 = [https://www.youtube.com/watch?v=KL7_kaXNaLI 1980 Lego 'Kipper'] via History of Advertising Trust on YouTube ([https://www.youtube.com/watch?v=2rx6fE1Kh3k this one is clearer but slightly squished])
| video2 = [https://vimeo.com/108612857 Kipper] (2008 version) by [[Wikipedia:TBWA Worldwide|TBWA Worldwide]] on [[Wikipedia:Vimeo|Vimeo]]
| video3 = [https://www.youtube.com/watch?v=CyL5i2bVnys Kipper] (New Zealand version) on YouTube
}}
 
* {{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:Animated short films]]
[[Category:Cannes Lions winners]]
[[Category:LEGO advertisements]]

Latest revision as of 05:09, 23 September 2025

Kipper
Frame from the advertisement showing the titular kipper (left) and the submarine
AgencyTBWA\London
ClientLEGO UK Ltd
LanguageEnglish
MediaTelevision
Running time45 seconds
Product
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 byDavid Mitton
CountryUnited Kingdom

Kipper is a British stop-motion television commercial first aired in 1980.

Summary

The advertisement features two LEGO creatures battling by changing into new forms to defeat the other. A small LEGO mouse, who narrates the film, is standing by a mousehole when a LEGO cat appears. The mouse turns into a dog to scare the cat, but the cat becomes a fire-breathing dragon; the dog then becomes a fire engine and extinguishes the dragon's flame. The back-and-forth transformation goes on as the two become a submarine that emerges from a puddle, a submarine-eating kipper (initially misheard as "slipper"), an "anti-kipper ballistic missile", a "missile cruncher", and finally an elephant. As the missile cruncher is about to be stepped on by the elephant, it changes back into a mouse, scaring the elephant and causing it to fall over.

Production

Kipper creators Graham Watson (left) and Mike Cozens c. 1980

"Kipper" was created by copywriter Mike Cozens and art director Graham Watson at the London branch of the advertising agency TBWA.[2][3] Cozens and Watson had joined TBWA\London together in February 1980 after leaving the Collett Dickenson Pearce agency; after pitching an ad for Knorr on their first day there, the two started writing the script for Kipper on their second day.[4][5][6] They developed a few print advertisements for LEGO UK Ltd before being briefed on the television project.[4] The commercial had to be created on a limited budget; Cozens and Watson did not want to resort to making a "dull" presenter-style commercial, and spent numerous late nights developing the concept and working with the accounting team to get script approval.[7]

An earlier version of the script from 25 April, shared by Watson in 2023, does not feature the kipper-slipper mondegreen or the missile cruncher; instead, the fire engine is initially blue before turning red, and the kipper becomes a tractor to tow the missile.[8]

The dragon model from Kipper; only its front half is visible in the advertisement

The LEGO models used in Kipper were created by David Lyall, a LEGO model designer at LEGO UK Ltd.[9][2] Lyall made two versions of each model: one glued version, and one to be assembled and disassembled during stop motion filming.[10] The largest model built for the advertisement, the dragon, contained around 20,000 LEGO bricks.[7]

David Lyall holding the mouse model

Kipper was produced at Clearwater Films, a studio founded by former Century 21 directors Ken Turner and David Mitton.[11][12] Turner and Mitton worked on the advertisement as its director and producer, respectively.[13] Clearwater initially 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 floor."[14][3]

Filming took place over the course of seventeen days. The stop motion LEGO models were built in stages during filming, with a few frames of footage being shot between each stage. Director Turner and his team planned out the timing for both the building sequences and for zooming and panning the camera, having to make sure the camera movement lined up with each stage of the models.[7] Stop motion animation was done by Denis Russo, while camera work and lighting were done by Tom Harrison.[2][13] The entire shoot was done in a single take.[7] Watson later likened the filming process to watching paint dry.[4]

For the advertisement's voice-over, TBWA\London 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.[15] Cooper was ultimately replaced with a sound-alike, however; his 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."[16][note 1] Kitter, an impressionist, narrated the advertisement with an impersonation of Cooper, including using Cooper's catchphrase "just like that".[11][17] Audiences at the time were unable to tell Kitter's impression was not actually Cooper's voice.[15][11][note 2]

Reception

According to Campaign's website, "Kipper" first premiered on 29 October 1980.[1] It aired during the 1980 Christmas season.[9]

In its Spring 1981 issue, Bricks 'n Pieces featured a photograph of Lyall holding the mouse model from Kipper.[9]

Kipper was featured in The 100 Greatest TV Ads in April 2000, being voted at number 74 by Channel 4 viewers and The Sunday Times readers.[20][21]

Starting on 31 October 2008, Kipper was run in British cinemas for a month, launched with the film Quantum of Solace, to celebrate the fiftieth anniversary of the modern LEGO brick.[22][11] In December 2009 it was run again, both in cinemas and on television for the first time since 1983.[23]

In a 2016 interview, Mike Cozens stated that Kipper was still as funny as when it was first written, and that he preferred it over his "arty stuff".[6]

Awards

Notes

  1. ↑ Mark Robinson, executive producer of the 100 Greatest series, claimed in the 2000 book companion for The 100 Greatest TV Ads that Tommy Cooper was instead replaced due to being ill when it was time to record his voice-over.[15] Cooper's health was deteriorating in the late 1970s due to heavy smoking and alcoholism; he died during a performance in 1984.
  2. ↑ Some later sources, as recently as 2012, still listed Cooper as the ad's narrator.[1][18][19]

References

Citations

  1. ↑ 1.0 1.1 1.2 "Lego 'kipper' by TBWA". Campaign. London: Haymarket Media Group. 29 October 2009. Archived from the original on 17 August 2024. Retrieved 20 September 2025.
  2. ↑ 2.0 2.1 2.2 2.3 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 Myerson & Vickers 2002, p. 252.
  4. ↑ 4.0 4.1 4.2 4.3 Watson 2023.
  5. ↑ Hegarty 1979.
  6. ↑ 6.0 6.1 Cozens, Mike (January 29, 2016). "INTERVIEW: Mike Cozens". Stuff From the Loft (Interview). Interviewed by Dave Dye. Archived from the original on 18 August 2024. Retrieved 20 September 2025.
  7. ↑ 7.0 7.1 7.2 7.3 The One Club for Art and Copy 1982, p. 86.
  8. ↑ Watson & Cozens 1980.
  9. ↑ 9.0 9.1 9.2 Nicholls, Clive, ed. (Spring 1981). "A Merry Old Soul". Bricks 'n Pieces. No. 7. Wrexham, Clwyd: LEGO UK Ltd. p. 1.
  10. ↑ Watson, Cozens & Bearman 1980.
  11. ↑ 11.0 11.1 11.2 11.3 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 17 August 2024. Retrieved 20 September 2025.
  12. ↑ 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 20 September 2025.
  13. ↑ 13.0 13.1 Myerson & Vickers 2002, p. 486.
  14. ↑ Bishop 1996, p. 170.
  15. ↑ 15.0 15.1 15.2 Robinson, Mark (2000). 100 Greatest TV Ads. London: HarperCollins. p. 34. ISBN 0-00-711123-1.
  16. ↑ Awdry, Will (23 September 2020). "Watson and Cozens". willawdry.blog. Archived from the original on 17 March 2025. Retrieved 20 September 2025.
  17. ↑ 17.0 17.1 Russel, Peter; Slingerland, Senta, eds. (2013). Game Changers: The Evolution of Advertising. Cologne: Taschen. p. 53. ISBN 978-3-8365-4524-2.
  18. ↑ Saunders, Dave (1999). 20th Century Advertising. London: Carlton Books Limited. p. 113. ISBN 1-85868-520-6.
  19. ↑ Herman, Sarah (2012). A Million Little Bricks. New York: Skyhorse Publishing. ISBN 978-1-62636-118-8.
  20. ↑ "The 100 Greatest TV Ads". Channel 4 Television. 2000. Archived from the original on 18 June 2001.
  21. ↑ 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.
  22. ↑ Kemp, Ed (30 October 2008). "Lego brings back 80s 'Kipper' ad". Campaign. London: Haymarket Media Group. Archived from the original on 23 September 2025. Retrieved 23 September 2025.
  23. ↑ "Kipper Back in the Menu for LEGO UK". LEGO.com Parents News. 27 November 2009. Archived from the original on 3 December 2009.
  24. ↑ Denny 1980.
  25. ↑ The One Club for Art and Copy 1982, p. 46.
  26. ↑ Marshall, Anne (1994). The Guinness Book of Winners. Enfield, London: Guinness Publishing. p. 5. ISBN 0-85112-791-6.
  27. ↑ Warlick, Mary, ed. (1990). "Finalists: Print, Radio, Television". 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.

Sources

External video
video icon 1980 Lego 'Kipper' via History of Advertising Trust on YouTube (this one is clearer but slightly squished)
video icon Kipper (2008 version) by TBWA Worldwide on Vimeo
video icon Kipper (New Zealand version) on YouTube
Retrieved from "https://wiki.researchrealm.net/index.php?title=Kipper&oldid=8635"