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oh awesome apparently the drum is now also forcing registration popups after a certain amount of views. its not as bad as campaign but this is annoying. installing an extension that auto clears cookies from sites you don't regularly log into might be good!
 
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[[File:Graham Watson, Mike Cozens.png|thumb|left|upright=0.8|''Kipper'' creators Graham Watson (left) and Mike Cozens {{circa|1980}}]]
[[File:Graham Watson, Mike Cozens.png|thumb|left|upright=0.8|''Kipper'' creators Graham Watson (left) and Mike Cozens {{circa|1980}}]]


''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}}
''Kipper'' was conceived 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 on 1 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 Limited]], which TBWA\London had been creating ads for since the mid-1970s,<ref name="Dye interview Hegarty"/>{{sfn|Bishop|1996|p=106}} before being briefed on the television project for them.{{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}}


[[File:David Lyall - Old King Cole, 1980 (cropped).jpg|thumb|''Kipper'''s LEGO models were built by David Lyall, seen here holding the mouse]]
[[File:Kipper - Lego Dragon in the office (cropped).jpg|thumb|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]].<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}}
The advertisement was produced at [[Wikipedia:Clearwater Features|Clearwater Films]], a studio founded in the [[Wikipedia:Battersea|Battersea]] district of [[Wikipedia:London|London]] by former [[Wikipedia:AP Films|Century 21]] directors [[Wikipedia:Ken Turner (director)|Ken Turner]] and [[Wikipedia:David Mitton|David Mitton]].<ref name="Drum McCarthy 2022"/><ref name="Moody AWN"/> Turner and Mitton worked on the advertisement as its director and producer, respectively.{{sfn|Myerson|Vickers|2002|p=486}} 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}}


[[File:Kipper - Lego Dragon in the office (cropped).jpg|thumb|The dragon model from ''Kipper''; only its front half is visible in the advertisement]]
[[File:David Lyall - Old King Cole, 1980 (cropped).jpg|thumb|''Kipper'''s LEGO models were built by David Lyall, seen here holding the mouse]]


''Kipper'' was produced at [[Wikipedia:Clearwater Features|Clearwater Films]], a studio founded in the [[Wikipedia:Battersea|Battersea]] district of [[Wikipedia:London|London]] 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}}
The LEGO models used in ''Kipper'' were created by [[David Lyall]], the chief 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}}
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}}
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 film was shot 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 ill at the time of recording, however; Cooper's agent additionally advised Cozens and Watson to use [[Wikipedia:Impressionist (entertainment)|impressionist]] [[Wikipedia:Roger Kitter|Roger Kitter]] instead, telling them, "For Christ's sake, don't use Tommy. He can't read and he'll totally screw it up."<ref name="Robinson 2000"/<ref name="Awdry blog"/> Kitter 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"/> some later sources still listed Cooper as the ad's narrator.<ref name="Campaign article 949419"/><ref name="Saunders 1999"/><ref name="Herman 2012"/>
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 ill when it was time to record, however; he showed up and tried to read his lines before giving the agency [[Wikipedia:Impressionist (entertainment)|impressionist]] [[Wikipedia:Roger Kitter|Roger Kitter]]'s number, saying, "Call him, he does me better than I do."<ref name="Drum Charlton 2014"/><ref name="Classic Ads"/><ref name="Robinson 2000"/> Cooper's agent had also advised Cozens and Watson to use Kitter instead, telling them, "For Christ's sake, don't use Tommy. He can't read and he'll totally screw it up."<ref name="Awdry blog"/> Cooper was paid for his time, but his recordings were not used.<ref name="Classic Ads"/> Kitter was hired to narrate the advertisement with an impersonation of Cooper, including using his catchphrase "just like that".<ref name="Drum McCarthy 2022"/><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="Drum McCarthy 2022"/> some later sources still listed Cooper as the ad's narrator.<ref name="Campaign article 949419"/><ref name="Saunders 1999"/><ref name="Herman 2012"/>


In a 2023 interview, Graham Watson shared some development materials from ''Kipper''. An earlier version of the script from 25 April 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 2023 interview, Graham Watson shared some development materials from ''Kipper''. An earlier version of the script from 25 April 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}}


== Broadcast and reception ==
== Broadcast and reception ==
According to advertising magazine ''[[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"/>
According to advertising magazine ''[[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"/> It last aired on television in 1983.<ref name="Lego Parents"/>


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"/>
TBWA London co-founder and creative director [[Wikipedia:Wikipedia:John Hegarty (advertising executive)|John Hegarty]] thought that ''Kipper'' would win silver at best.{{sfn|Bishop|1996|p=102}}{{sfn|Bishop|1996|p=171}} In March 1981 ''Kipper'' was voted the "world's best" television commercial at the 21st International Broadcasting Awards, hosted by the Hollywood Radio & Television Society at the [[Wikipedia:Century Plaza Hotel|Century Plaza Hotel]] in [[Wikipedia:Los Angeles|Los Angeles]]. The trophy was collected by someone Cozens and Watson knew who worked at [[Wikipedia:J. Walter Thompson|J. Walter Thompson]]; Watson referred to the ceremonies as "some obscure Hollywood event, which none of us knew about".{{sfn|Watson|2023}}<ref name="TRA 28-15"/> While shooting a [[Wikipedia:Range Rover|Range Rover]] ad in [[Wikipedia:St. Moritz|St. Moritz]], Switzerland in May 1981, Cozens and Watson were informed that  ''Kipper'' had won a gold award at [[Wikipedia:The One Club|the One Show]], held at the [[Wikipedia:New York Hilton Hotel|New York Hilton Hotel]] on 8 May. Cozens had to travel to [[Wikipedia:New York City|New York City]] to pick up the award, while Watson begrudgingly stayed in Switzerland.{{sfn|Watson|2023}}<ref name="Dougherty 1981"/> Watson travelled to [[Wikipedia:Chicago|Chicago]] for an award for ''Kipper'' a few months later,{{clarify}} and the two both went to [[Wikipedia:Cannes|Cannes]] when it won the [[Wikipedia:Cannes Lions International Festival of Creativity|Cannes Lions]] Grand Prix.{{sfn|Watson|2023}}


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"/>
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"/> Tim Lindsay, the account executive on ''Kipper'' and later chief executive of TBWA, listed it as his favourite advertisement in 2007 and oversaw its re-release in 2008.<ref name="Campaign Beale 2007"/><ref name="Campaign Dutta 2007"/><ref name="Campaign Fraser 2008"/>


LEGO advertisements in the 1970s, like other toy commercials of that time, typically showed excited children playing with the toy while their mothers observed.
LEGO advertisements in the 1970s, like other toy commercials of that time, typically showed excited children playing with the toy while their mothers observed.
<ref name="Robinson 2000"/>
<ref name="Robinson 2000"/>
''Kipper'', meanwhile, featured no children or parents; TBWA\Worldwide's chairman and co-founder Uli Wiesendanger said that ''Kipper'' "put the mother and child into the same persona. In this commercial, unseen, they play the game together."<ref name="Kanner 1999"/>
''Kipper'', meanwhile, featured no children or parents; TBWA\Worldwide's chairman and co-founder Uli Wiesendanger said that ''Kipper'' "put the mother and child into the same persona. In this commercial, unseen, they play the game together."<ref name="Kanner 1999"/> (still writing)
<!--
 
While LEGO UK's advertising manager [[Clive Nicholls]] praised the commercial in a 1981 issue of ''[[Bricks 'n Pieces]]'',<ref name="Bricks 'n Pieces 1981-1"/><ref name="Cook 1981"/>
<!--While LEGO UK's advertising manager [[Clive Nicholls]] praised the commercial in a 1981 issue of ''[[Bricks 'n Pieces]]'',<ref name="Bricks 'n Pieces 1981-1"/><ref name="Cook 1981"/>
executives at the [[LEGO Group]]
executives at the [[LEGO Group]]-->
-->
 
''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"/>
''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="Campaign 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"/>
Starting on 31 October 2008, ''Kipper'' was run in British cinemas for a month to celebrate the fiftieth anniversary of the modern [[LEGO brick]]. The first showing was with the premier of the film ''[[Wikipedia:Quantum of Solace|Quantum of Solace]]''.<ref name="Campaign Kemp 2008"/><ref name="Drum McCarthy 2022"/> In December 2009 it was run again, both in cinemas and on television for the first time since 1983.<ref name="Lego Parents"/>


=== Awards ===
=== Awards ===
* 1980 − Voted "best TV commercial in the world" by Hollywood Radio & Television Society.{{sfn|Watson|2023}}{{sfn|Denny|1980}}
* 1981: International Broadcasting Awards − Sweepstakes winner and Combination category winner in television.<ref name="TRA 28-15"/>{{sfn|Denny|1980}}
* 1981 − [[Wikipedia:Cannes Lions International Festival of Creativity|Cannes Lions]] Grand Prix.<ref name="Russel 2013"/>
* 1981: [[Wikipedia:The One Club|The One Show]] − Gold in the Consumer Television: 60 Seconds Single category.{{sfn|The One Club for Art and Copy|1982|p=46}}
* 1981 − Gold award for film advertising at the [[Wikipedia:Design and Art Direction|Designers and Art Directors Association Awards]].<ref name="Cook 1981"/>
* 1981: [[Wikipedia:Cannes Lions International Festival of Creativity|Cannes Lions International Advertising Festival]] − Grand Prix winner.<ref name="Russel 2013"/>
* 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: [[Wikipedia:Design and Art Direction|Designers and Art Directors (D&AD) Association Awards]] − Gold award for film advertising.<ref name="Cook 1981"/>
* 1981 − ITV Award for Best Commercial of the Year at the [[Wikipedia:British Television Advertising Awards|British Television Advertising Awards]].<ref name="Marshall 1994"/>
* 1981: [[Wikipedia:British Television Advertising Awards|British Television Advertising Awards]] − ITV Award for Best Commercial of the Year.<ref name="Marshall 1994"/>
* 1990 − Finalist nominee for The One Club's ten best advertisements of the 1980s decade.<ref name="Warlick 1990"/>
 
In 1990 The One Club listed ''Kipper'' as a finalist nominee for the ten best advertisements of the 1980s decade.<ref name="Warlick 1990"/> In 2003 ''Campaign'' listed ''Kipper'''s  Grand Prix win in 1981 as one of the highlights of the Cannes International Festival for the event's fiftieth anniversary.<ref name="Campaign Cracknell 2003"/>


== References ==
== References ==
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<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="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="Campaign Beale 2007">{{cite web |url=https://www.campaignlive.co.uk/article/opinion-perspective-so-its-goodbye-tim-lindsay-hello-fallon-boys/660078 |title=Opinion: Perspective - So, it's goodbye Tim Lindsay, hello Fallon boys? |first=Claire |last=Beale |date=25 May 2007 |website=[[Wikipedia:Campaign (magazine)|Campaign]] |publisher=[[Wikipedia:Haymarket Media Group|Haymarket Media Group]] |location=[[Wikipedia:London|London]] |archive-url=https://web.archive.org/web/20250923041252/https://www.campaignlive.co.uk/article/opinion-perspective-so-its-goodbye-tim-lindsay-hello-fallon-boys/660078 |archive-date=23 September 2025 |access-date=24 September 2025 |url-status=live |url-access=limited}}</ref>
<ref name="Campaign Cracknell 2003">{{cite web |url=https://www.campaignlive.co.uk/article/cannes-50-campaign-special-report/182777 |title=Cannes at 50 - Campaign special report |first=Andrew |last=Cracknell |date=16 June 2003 |website=[[Wikipedia:Campaign (magazine)|Campaign]] |publisher=[[Wikipedia:Haymarket Media Group|Haymarket Media Group]] |location=[[Wikipedia:London|London]] |archive-url=https://web.archive.org/web/20250923041252/https://www.campaignlive.co.uk/article/cannes-50-campaign-special-report/182777 |archive-date=23 September 2025 |access-date=24 September 2025 |url-status=live |url-access=limited}}</ref>
<ref name="Campaign Dutta 2007">{{cite web |url=https://www.campaignlive.co.uk/article/close-up-profile-publicis-reflects-lindsay-heads-tbwa/661836 |title=Close-up: Profile - Publicis reflects as Lindsay heads for TBWA |first=Kunal |last=Dutta |date=1 June 2007 |website=[[Wikipedia:Campaign (magazine)|Campaign]] |publisher=[[Wikipedia:Haymarket Media Group|Haymarket Media Group]] |location=[[Wikipedia:London|London]] |archive-url=https://web.archive.org/web/20210413015700/https://www.campaignlive.co.uk/article/close-up-profile-publicis-reflects-lindsay-heads-tbwa/661836 |archive-date=13 April 2021 |access-date=24 September 2025 |url-status=live |url-access=limited}}</ref>
<ref name="Campaign Fraser 2008">{{cite web |url=https://www.campaignlive.co.uk/article/work-private-view/866024 |title=The Work: Private view |first=Brian |last=Fraser |date=28 November 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/20210622024126/https://www.campaignlive.co.uk/article/work-private-view/866024 |archive-date=22 June 2021 |access-date=23 September 2025 |url-status=live |url-access=limited}}</ref>


<ref name="Campaign 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="Campaign 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>
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<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="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="Classic Ads">{{cite podcast |first1=Steve |last1=Cooke |first2=Tony |last2=Williams |title=Episode 16: Lego - Anti-Kipper Ballistic Missile |website=Classic Ads From Simpler Times |date=9 February 2021 |url=https://shows.acast.com/classic-ads-from-simpler-times/episodes/lego-anti-kipper-ballistic-missile? |time=15:51–17:22}}</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="Dougherty 1981">{{cite news |url=http://www.nytimes.com/1981/05/11/business/advertising-one-club-honors-agencies.html |title=Advertising; One Club Honors Agencies |first=Philip H. |last=Dougherty |date=May 11, 1981 |page=D8 |newspaper=[[Wikipedia:The New York Times|The New York Times]] |archive-url=https://web.archive.org/web/20150524081238/http://www.nytimes.com/1981/05/11/business/advertising-one-club-honors-agencies.html |archive-date=24 May 2015|url-status=live |url-access=limited |access-date=25 September 2025}}</ref>
<ref name="Drum Charlton 2014">{{cite web |url=http://www.thedrum.com/opinion/2014/02/10/praise-lego-ad-break-fantastic-demonstration-brands-imagination |title=In praise of the Lego ad break: A fantastic demonstration of the brand's imagination |first=Matthew |last=Charlton |date=10 February 2014 |website=The Drum |publisher=Carnyx Group |archive-url=https://web.archive.org/web/20140302111458/http://www.thedrum.com/opinion/2014/02/10/praise-lego-ad-break-fantastic-demonstration-brands-imagination |archive-date=2 March 2014 |access-date=23 September 2025 |url-status=live |url-access=limited}}</ref>
<ref name="Drum McCarthy 2022">{{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=14 June 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 |url-access=limited}}</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 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 Hegarty">{{cite interview |url=https://davedye.com/2016/11/07/h-before-bb/ |title=INTERVIEW: H before BB, (John Hegarty) |website=Stuff From the Loft |first=John |last=Hegarty |author-link=Wikipedia:John Hegarty (advertising executive) |interviewer=Dave Dye |date=November 7, 2016 |archive-url=https://web.archive.org/web/20250922014057/https://davedye.com/2016/11/07/h-before-bb/ |archive-date=22 September 2025 |url-status=live |access-date=24 September 2025}}</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="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="Herman 2012">{{cite book |title=A Million Little Bricks: The Unofficial Illustrated History of the LEGO Phenomenon |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="Herman 2012">{{cite book |title=A Million Little Bricks: The Unofficial Illustrated History of the LEGO Phenomenon |first=Sarah |last=Herman |date=2012 |publisher=Skyhorse Publishing |location=[[Wikipedia:New York City|New York]] |isbn=978-1-62636-118-8 |page=44 |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="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>
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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=17 August 2024 |access-date=20 September 2025 |url-status=live}}</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="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>
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<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="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="TRA 28-15">{{cite magazine |title=IBA Awards given |editor-first=Sol J. |editor-last=Paul |editor-link=Wikipedia:Sol J. Paul |magazine=[[Wikipedia:Television/Radio Age (magazine)|Television/Radio Age]] |date=March 23, 1981 |volume=28 |number=15 |publisher=Television Editorial Corporation |location=[[Wikipedia:Easton, Pennsylvania|Easton, Pennsylvania]] |page=74 |url=https://archive.org/details/sim_television-radio-age_1981-03-23_28_15/page/74/mode/2up?view=theater}}</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>
<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>
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=== Sources ===
=== Sources ===
{{refbegin}}
{{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/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, 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/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 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}}
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[[Category:Animated short films]]
[[Category:Animated short films]]
[[Category:Brickfilms]]
[[Category:Cannes Lions winners]]
[[Category:Cannes Lions winners]]
[[Category:LEGO advertisements]]
[[Category:LEGO advertisements]]
[[Category:LEGO UK Limited]]

Latest revision as of 11:24, 26 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. It was conceived by Mike Cozens and Graham Watson at TBWA\London, produced by Clearwater Films, and directed by Ken Turner. Narrated by a Tommy Cooper sound-alike, the ad features two LEGO animals duelling by transforming into different things, demonstrating the versatility of the toy.

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 conceived 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 on 1 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 Limited, which TBWA\London had been creating ads for since the mid-1970s,[7][8] before being briefed on the television project for them.[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.[9]

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

The advertisement was produced at Clearwater Films, a studio founded in the Battersea district of London by former Century 21 directors Ken Turner and David Mitton.[10][11] Turner and Mitton worked on the advertisement as its director and producer, respectively.[12] 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."[13][3]

Kipper's LEGO models were built by David Lyall, seen here holding the mouse

The LEGO models used in Kipper were created by David Lyall, the chief model designer at LEGO UK Ltd.[14][2] Lyall made two versions of each model: one glued version, and one to be assembled and disassembled during stop motion filming.[15] The largest model built for the advertisement, the dragon, contained around 20,000 LEGO bricks.[9]

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.[9] Stop motion animation was done by Denis Russo, while camera work and lighting were done by Tom Harrison.[2][12] The entire film was shot in a single take.[9] 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.[16] Cooper was ill when it was time to record, however; he showed up and tried to read his lines before giving the agency impressionist Roger Kitter's number, saying, "Call him, he does me better than I do."[17][18][16] Cooper's agent had also advised Cozens and Watson to use Kitter instead, telling them, "For Christ's sake, don't use Tommy. He can't read and he'll totally screw it up."[19] Cooper was paid for his time, but his recordings were not used.[18] Kitter was hired to narrate the advertisement with an impersonation of Cooper, including using his catchphrase "just like that".[10][20] Audiences at the time were unable to tell Kitter's impression was not actually Cooper's voice;[16][10] some later sources still listed Cooper as the ad's narrator.[1][21][22]

In a 2023 interview, Graham Watson shared some development materials from Kipper. An earlier version of the script from 25 April 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.[23]

Broadcast and reception

According to advertising magazine Campaign's website, Kipper first premiered on 29 October 1980.[1] It aired during the 1980 Christmas season.[14] It last aired on television in 1983.[24]

TBWA London co-founder and creative director John Hegarty thought that Kipper would win silver at best.[25][26] In March 1981 Kipper was voted the "world's best" television commercial at the 21st International Broadcasting Awards, hosted by the Hollywood Radio & Television Society at the Century Plaza Hotel in Los Angeles. The trophy was collected by someone Cozens and Watson knew who worked at J. Walter Thompson; Watson referred to the ceremonies as "some obscure Hollywood event, which none of us knew about".[4][27] While shooting a Range Rover ad in St. Moritz, Switzerland in May 1981, Cozens and Watson were informed that Kipper had won a gold award at the One Show, held at the New York Hilton Hotel on 8 May. Cozens had to travel to New York City to pick up the award, while Watson begrudgingly stayed in Switzerland.[4][28] Watson travelled to Chicago for an award for Kipper a few months later,[clarification needed] and the two both went to Cannes when it won the Cannes Lions Grand Prix.[4]

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] Tim Lindsay, the account executive on Kipper and later chief executive of TBWA, listed it as his favourite advertisement in 2007 and oversaw its re-release in 2008.[29][30][31]

LEGO advertisements in the 1970s, like other toy commercials of that time, typically showed excited children playing with the toy while their mothers observed. [16] Kipper, meanwhile, featured no children or parents; TBWA\Worldwide's chairman and co-founder Uli Wiesendanger said that Kipper "put the mother and child into the same persona. In this commercial, unseen, they play the game together."[32] (still writing)


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.[33][34]

Starting on 31 October 2008, Kipper was run in British cinemas for a month to celebrate the fiftieth anniversary of the modern LEGO brick. The first showing was with the premier of the film Quantum of Solace.[35][10] In December 2009 it was run again, both in cinemas and on television for the first time since 1983.[24]

Awards

In 1990 The One Club listed Kipper as a finalist nominee for the ten best advertisements of the 1980s decade.[39] In 2003 Campaign listed Kipper's Grand Prix win in 1981 as one of the highlights of the Cannes International Festival for the event's fiftieth anniversary.[40]

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 4.4 4.5 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. ↑ Hegarty, John (November 7, 2016). "INTERVIEW: H before BB, (John Hegarty)". Stuff From the Loft (Interview). Interviewed by Dave Dye. Archived from the original on 22 September 2025. Retrieved 24 September 2025.
  8. ↑ Bishop 1996, p. 106.
  9. ↑ 9.0 9.1 9.2 9.3 The One Club for Art and Copy 1982, p. 86.
  10. ↑ 10.0 10.1 10.2 10.3 McCarthy, John (14 June 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.
  11. ↑ 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.
  12. ↑ 12.0 12.1 Myerson & Vickers 2002, p. 486.
  13. ↑ Bishop 1996, p. 170.
  14. ↑ 14.0 14.1 Nicholls, Clive, ed. (Spring 1981). "A Merry Old Soul". Bricks 'n Pieces. No. 7. Wrexham, Clwyd: LEGO UK Ltd. p. 1.
  15. ↑ Watson, Cozens & Bearman 1980.
  16. ↑ 16.0 16.1 16.2 16.3 Robinson, Mark (2000). 100 Greatest TV Ads. London: HarperCollins. p. 34. ISBN 0-00-711123-1.
  17. ↑ Charlton, Matthew (10 February 2014). "In praise of the Lego ad break: A fantastic demonstration of the brand's imagination". The Drum. Carnyx Group. Archived from the original on 2 March 2014. Retrieved 23 September 2025.
  18. ↑ 18.0 18.1 Cooke, Steve; Williams, Tony (9 February 2021). "Episode 16: Lego - Anti-Kipper Ballistic Missile". Classic Ads From Simpler Times (Podcast). Event occurs at 15:51–17:22.
  19. ↑ Awdry, Will (23 September 2020). "Watson and Cozens". willawdry.blog. Archived from the original on 17 March 2025. Retrieved 20 September 2025.
  20. ↑ 20.0 20.1 Russel, Peter; Slingerland, Senta, eds. (2013). Game Changers: The Evolution of Advertising. Cologne: Taschen. p. 53. ISBN 978-3-8365-4524-2.
  21. ↑ Saunders, Dave (1999). 20th Century Advertising. London: Carlton Books Limited. p. 113. ISBN 1-85868-520-6.
  22. ↑ Herman, Sarah (2012). A Million Little Bricks: The Unofficial Illustrated History of the LEGO Phenomenon. New York: Skyhorse Publishing. p. 44. ISBN 978-1-62636-118-8.
  23. ↑ Watson & Cozens 1980.
  24. ↑ 24.0 24.1 "Kipper Back in the Menu for LEGO UK". LEGO.com Parents News. 27 November 2009. Archived from the original on 3 December 2009.
  25. ↑ Bishop 1996, p. 102.
  26. ↑ Bishop 1996, p. 171.
  27. ↑ 27.0 27.1 Paul, Sol J., ed. (March 23, 1981). "IBA Awards given". Television/Radio Age. Vol. 28, no. 15. Easton, Pennsylvania: Television Editorial Corporation. p. 74.
  28. ↑ Dougherty, Philip H. (May 11, 1981). "Advertising; One Club Honors Agencies". The New York Times. p. D8. Archived from the original on 24 May 2015. Retrieved 25 September 2025.
  29. ↑ Beale, Claire (25 May 2007). "Opinion: Perspective - So, it's goodbye Tim Lindsay, hello Fallon boys?". Campaign. London: Haymarket Media Group. Archived from the original on 23 September 2025. Retrieved 24 September 2025.
  30. ↑ Dutta, Kunal (1 June 2007). "Close-up: Profile - Publicis reflects as Lindsay heads for TBWA". Campaign. London: Haymarket Media Group. Archived from the original on 13 April 2021. Retrieved 24 September 2025.
  31. ↑ Fraser, Brian (28 November 2008). "The Work: Private view". Campaign. London: Haymarket Media Group. Archived from the original on 22 June 2021. Retrieved 23 September 2025.
  32. ↑ Kanner, Bernice (1999). The 100 Best TV Commercials ...and Why They Worked. New York: Times Books. pp. 90–91. ISBN 0-8129-2995-0.
  33. ↑ "The 100 Greatest TV Ads". Channel 4 Television. 2000. Archived from the original on 18 June 2001.
  34. ↑ 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.
  35. ↑ 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.
  36. ↑ Denny 1980.
  37. ↑ The One Club for Art and Copy 1982, p. 46.
  38. ↑ Marshall, Anne (1994). The Guinness Book of Winners. Enfield, London: Guinness Publishing. p. 5. ISBN 0-85112-791-6.
  39. ↑ 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.
  40. ↑ Cracknell, Andrew (16 June 2003). "Cannes at 50 - Campaign special report". Campaign. London: Haymarket Media Group. Archived from the original on 23 September 2025. Retrieved 24 September 2025.

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=8670"