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== 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"/>
"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"/>
(Lego models)
The largest LEGO model in the film, the dragon, contained around {{formatnum:20000}} LEGO bricks.<ref name="One Show 1981"/>
(Clearwater)
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"/>


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"/>
For the advertisement's [[Wikipedia:Voice-over|voice-over]], TBWA initially considered using actor and comedian [[Wikipedia:Mike Reid (actor)|Mike Reid]] before deciding on entertainer [[Wikipedia:Tommy Cooper|Tommy Cooper]], as his voice had done well in [[Wikipedia:Market research|market research]] at the time.<ref name="Robinson 2000"/> However, the agency ultimately replaced Cooper with [[Wikipedia:Sound-alike|sound-alike]] [[Wikipedia:Roger Kitter|Roger Kitter]].<ref name="Lego Parents"/><ref name="McCarthy Drum"/> Cooper was apparently ill when it was time to record his voice-over,<ref name="Robinson 2000"/> though another account claims Cooper's agent told Cozens and Watson "For Christ's sake, don't use Tommy. He can't read and he'll totally screw it up. Use Roger Kitter instead."<ref name="Awdry blog"/> Kitter, an [[Wikipedia:Impressionist (entertainment)|impressionist]], narrated the advertisement with an impersonation of Cooper, including using Cooper's catchphrase "just like that".<ref name="Russel 2013"/> Audiences at the time were unable to tell Kitter's impression was not actually Cooper's voice.<ref name="Robinson 2000"/><ref name="McCarthy Drum"/>
to use: <ref name="Art Direction Book"/><ref name="Dye interview Cozens"/>
<ref name="Marshall 1994"/><ref name="Kanner 1999"/>


== Reception ==
== Reception ==
Line 43: Line 52:
== References ==
== References ==
{{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 |contributor-last=Watson |contributor-first=Graham |pages=170-171}}</ref>
<ref name="Awdry blog">{{cite web |url=https://willawdry.blog/2020/09/23/watson-and-cozens/ |title=Watson and Cozens |date=23 September 2020 |first=Will |last=Awdry |website=willawdry.blog |archive-url=https://web.archive.org/web/20250317041004/https://willawdry.blog/2020/09/23/watson-and-cozens/ |archive-date=17 March 2025}}</ref>
<ref name="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>


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<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 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="Kanner 1999">{{cite book |url=https://archive.org/details/100besttvcommerc00kann/page/90/mode/2up?view=theater |title=The 100 Best TV Commercials ...and Why They Worked |first=Bernice |last=Kanner |year=1999 |publisher=[[Wikipedia:Times Books|Times Books]] |location=[[Wikipedia:New York City|New York]] |isbn=0-8129-2995-0 |pages=90-91}}</ref>


<ref name="Lego Parents">{{cite web |title=Kipper Back in the Menu for LEGO UK |date=27 November 2009 |author=<!--none listed--> |url=http://parents.lego.com/en-gb/news/Kipper.aspx |website=[[LEGO.com]] Parents News |archive-url=https://web.archive.org/web/20091203163057/http://parents.lego.com/en-gb/news/Kipper.aspx |archive-date=3 December 2009}}</ref>
<ref name="Lego Parents">{{cite web |title=Kipper Back in the Menu for LEGO UK |date=27 November 2009 |author=<!--none listed--> |url=http://parents.lego.com/en-gb/news/Kipper.aspx |website=[[LEGO.com]] Parents News |archive-url=https://web.archive.org/web/20091203163057/http://parents.lego.com/en-gb/news/Kipper.aspx |archive-date=3 December 2009}}</ref>
<ref name="Marshall 1994">{{cite book |url=https://archive.org/details/guinnessbookofwi0000mars/page/5/mode/2up?view=theater |title=The Guinness Book of Winners |first=Anne |last=Marshall |year=1994 |page=5 |isbn=0-85112-791-6 |publisher=Guinness Publishing |location=[[Wikipedia:Enfield, London|Enfield, London]]}}</ref>


<ref name="McCarthy Drum">{{cite web |url=https://www.thedrum.com/news/2022/06/14/world-s-best-ads-ever-88-lego-lays-the-foundations-40-year-legacy-with-kipper |title= World’s best ads ever #88: Lego lays the foundations for 40-year legacy with 'Kipper' |first=John |last=McCarthy |date=June 14, 2022 |website=The Drum |publisher=Carnyx Group |archive-url=https://web.archive.org/web/20240817094431/https://www.thedrum.com/news/2022/06/14/world-s-best-ads-ever-88-lego-lays-the-foundations-40-year-legacy-with-kipper |archive-date=2024-08-17 |url-status=live |access-date=2024-08-17}}</ref>
<ref name="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="One Show 1981">{{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 |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], 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>

Revision as of 00:02, 24 March 2025

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

"Kipper" is a TV ad from 1980.

Summary

Summary of the advertisement

Production

"Kipper" was created at the London branch of the advertising agency TBWA by copywriter Mike Cozens and art director Graham Watson.[3]

(Lego models) The largest LEGO model in the film, the dragon, contained around 20,000 LEGO bricks.[4]

(Clearwater) Filming took place over the course of seventeen days, and was done in a single take.[4] Watson likened the filming process to watching paint dry.[5]

For the advertisement's voice-over, TBWA initially considered using actor and comedian Mike Reid before deciding on entertainer Tommy Cooper, as his voice had done well in market research at the time.[6] However, the agency ultimately replaced Cooper with sound-alike Roger Kitter.[7][8] Cooper was apparently ill when it was time to record his voice-over,[6] 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."[2] Kitter, an impressionist, narrated the advertisement with an impersonation of Cooper, including using Cooper's catchphrase "just like that".[9] Audiences at the time were unable to tell Kitter's impression was not actually Cooper's voice.[6][8]

to use: [10][11] [12][13]

Reception

According to Campaign's website, "Kipper" first premiered on 29 October 1980.[1] Bricks 'n Pieces asserts that it aired during the 1980 Christmas season.[14]

References

  1. ↑ 1.0 1.1 "Lego 'kipper' by TBWA". Campaign. London: Haymarket Media Group. 29 October 2009. Archived from the original on 17 August 2024. Retrieved 17 August 2024.
  2. ↑ 2.0 2.1 Awdry, Will (23 September 2020). "Watson and Cozens". willawdry.blog. Archived from the original on 17 March 2025.
  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.
  4. ↑ 4.0 4.1 The One Show: Advertising's Best Print, Radio, TV. Vol. 3. New York: The One Club for Art and Copy. 1982. pp. 46, 86. ISBN 0-960-2628-3-0. ISSN 0273-2033.
  5. ↑ Watson, Graham (November 27, 2023). "BLOG/CAST: Graham Watson #1". Stuff From the Loft (Interview). Interviewed by Dave Dye. Archived from the original on 2024-08-17. Retrieved 2024-08-17.
  6. ↑ 6.0 6.1 6.2 Robinson, Mark (2000). 100 Greatest TV Ads. London: HarperCollins. p. 34. ISBN 0-00-711123-1.
  7. ↑ "Kipper Back in the Menu for LEGO UK". LEGO.com Parents News. 27 November 2009. Archived from the original on 3 December 2009.
  8. ↑ 8.0 8.1 McCarthy, John (June 14, 2022). "World's best ads ever #88: Lego lays the foundations for 40-year legacy with 'Kipper'". The Drum. Carnyx Group. Archived from the original on 2024-08-17. Retrieved 2024-08-17.
  9. ↑ Russel, Peter; Slingerland, Senta, eds. (2013). Game Changers: The Evolution of Advertising. Cologne: Taschen. p. 53. ISBN 978-3-8365-4524-2.
  10. ↑ Bishop, Louise, ed. (1996). The Art Direction Book. Crans, Switzerland: Rotovision SA. pp. 170–171. ISBN 2-88046-284-3. {{cite book}}: |contributor= requires |author= (help); |contributor= requires |contribution= (help)
  11. ↑ Cozens, Mike (January 29, 2016). "INTERVIEW: Mike Cozens". Stuff From the Loft (Interview). Interviewed by Dave Dye. Archived from the original on 2024-08-18. Retrieved 2024-08-18.
  12. ↑ Marshall, Anne (1994). The Guinness Book of Winners. Enfield, London: Guinness Publishing. p. 5. ISBN 0-85112-791-6.
  13. ↑ Kanner, Bernice (1999). The 100 Best TV Commercials ...and Why They Worked. New York: Times Books. pp. 90–91. ISBN 0-8129-2995-0.
  14. ↑ Nicholls, Clive, ed. (Spring 1981). "A Merry Old Soul". Bricks 'n Pieces. No. 7. Wrexham, Clwyd: LEGO UK Ltd. p. 1.
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