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<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>
}}
}}
== 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}}

Revision as of 02:46, 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]: 86 

(Clearwater)

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."[5][6]: 252 

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.[7]

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.[8] However, the agency ultimately replaced Cooper with sound-alike Roger Kitter.[9][10] Cooper was apparently ill when it was time to record his voice-over,[8] 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".[11] Audiences at the time were unable to tell Kitter's impression was not actually Cooper's voice.[8][10]

to use: [5][12] [13][14]

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.[15]

References

  1. ↑ a b "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. ↑ a b 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. ↑ a b 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. ↑ a b Bishop, Louise, ed. (1996). "Graham Watson". The Art Direction Book. Crans, Switzerland: Rotovision SA. pp. 170–171. ISBN 2-88046-284-3.
  6. ↑ Myerson, Jeremy; Vickers, Graham (2002). Rewind: Forty Years of Design & Advertising. New York: Phaidon Press. pp. 252, 486. ISBN 0-7148-4271-0.
  7. ↑ 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.
  8. ↑ a b c Robinson, Mark (2000). 100 Greatest TV Ads. London: HarperCollins. p. 34. ISBN 0-00-711123-1.
  9. ↑ "Kipper Back in the Menu for LEGO UK". LEGO.com Parents News. 27 November 2009. Archived from the original on 3 December 2009.
  10. ↑ a b 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.
  11. ↑ Russel, Peter; Slingerland, Senta, eds. (2013). Game Changers: The Evolution of Advertising. Cologne: Taschen. p. 53. ISBN 978-3-8365-4524-2.
  12. ↑ 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.
  13. ↑ Marshall, Anne (1994). The Guinness Book of Winners. Enfield, London: Guinness Publishing. p. 5. ISBN 0-85112-791-6.
  14. ↑ Kanner, Bernice (1999). The 100 Best TV Commercials ...and Why They Worked. New York: Times Books. pp. 90–91. ISBN 0-8129-2995-0.
  15. ↑ 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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