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== Production ==
== Production ==


The LEGO models used in the advertisement were all created by [[David Lyall]], the LEGO model designer at [[LEGO UK Ltd]].<ref name="Bricks 'n Pieces 1981-1"/><ref name="Cook 1981"/>
The LEGO models used in the advertisement were all 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.<ref name="Dye interview Watson"/>


Lyall made two versions of each model: one glued version, and one to be assembled and disassembled during [[Wikipedia:Stop motion|stop motion]] filming.<ref name="Dye interview Watson"/>
The largest model in the advertisement, the dragon, contained around {{formatnum:20000}} LEGO bricks.{{R|One Show 1981|p=86}}


The largest model in the advertisement, the dragon, contained around {{formatnum:20000}} LEGO bricks.{{R|One Show 1981|p=86}}
''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.{{R|Myerson 2002|p=486}}
 
Filming took place over the course of seventeen days, and was done in a single [[Wikipedia:Take|take]].{{R|One Show 1981|p=86}}
The stop motion LEGO models were built in stages during filming, with a few frames of footage being shot between each stage.{{R|One Show 1981|p=86}}
Watson later likened the filming process to watching paint dry.<ref name="Dye interview Watson"/>


== Reception ==
== Reception ==
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* {{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 |date=25 April 1980 |title='Kipper' TV/Radio Script |publisher=TBWA}}
* {{cite document |last1=Watson |first1=Graham |last2=Cozens |first2=Mike |last3=Bearman |first3=Jane |date=15 July 1980 |title='Kipper' Contact Report |publisher=TBWA}}</ref>
* {{cite document |last1=Watson |first1=Graham |last2=Cozens |first2=Mike |last3=Bearman |first3=Jane |date=15 July 1980 |title='Kipper' Contact Report |publisher=TBWA}}</ref>
<ref name="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="Myerson 2002">{{cite book |url= |title=Rewind: Forty Years of Design & Advertising |year=2002 |publisher=Phaidon Press |location=[[Wikipedia:New York City|New York]] |isbn=0-7148-4271-0 |first1=Jeremy |last1=Myerson |first2=Graham |last2=Vickers |pages=[https://archive.org/details/rewindfortyyears0000myer/page/252/mode/2up?view=theater 252], [https://archive.org/details/rewindfortyyears0000myer/page/486/mode/2up?view=theater 486]}}</ref>


<ref name="One Show 1981">{{cite book |url= |title=The One Show: Advertising's Best Print, Radio, TV |volume=3 |publisher=[[Wikipedia:The One Club|The One Club for Art and Copy]] |location=[[Wikipedia:New York City|New York]] |year=1982 |isbn=0-960-2628-3-0 |issn=0273-2033 |pages=[https://archive.org/details/oneshowadvertisi0000unse_c1w0/page/n55/mode/2up?view=theater 46], [https://archive.org/details/oneshowadvertisi0000unse_c1w0/page/n95/mode/2up?view=theater 86]}}</ref>
<ref name="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>
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* {{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}}
* {{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:Cannes Lions winners]]
[[Category:LEGO advertisements]]
[[Category:LEGO advertisements]]

Revision as of 13:09, 21 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

The LEGO models used in the advertisement were all created by David Lyall, a LEGO model designer at LEGO UK Ltd.[2][3] Lyall made two versions of each model: one glued version, and one to be assembled and disassembled during stop motion filming.[4]

The largest model in the advertisement, the dragon, contained around 20,000 LEGO bricks.[5]: 86 

Kipper was produced at Clearwater Films, a studio founded by former Century 21 directors Ken Turner and David Mitton.[6][7] Turner and Mitton worked on the advertisement as its director and producer, respectively.[8]: 486 

Filming took place over the course of seventeen days, and was done in a single take.[5]: 86  The stop motion LEGO models were built in stages during filming, with a few frames of footage being shot between each stage.[5]: 86  Watson later likened the filming process to watching paint dry.[4]

Reception

References

  1. ↑ "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. ↑ Nicholls, Clive, ed. (Spring 1981). "A Merry Old Soul". Bricks 'n Pieces. No. 7. Wrexham, Clwyd: LEGO UK Ltd. p. 1.
  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 Watson, Graham (November 27, 2023). "BLOG/CAST: Graham Watson #1". Stuff From the Loft (Interview). Interviewed by Dave Dye. Archived from the original on 17 August 2024. Retrieved 20 September 2025. Includes three documents:
    • Hegarty, John (18 October 1979). "TBWA contract letter" (Letter to Graham Watson). Covent Garden, London: TBWA.
    • Watson, Graham; Cozens, Mike (25 April 1980). "'Kipper' TV/Radio Script" (Document). TBWA.
    • Watson, Graham; Cozens, Mike; Bearman, Jane (15 July 1980). "'Kipper' Contact Report" (Document). TBWA.
  5. ↑ 5.0 5.1 5.2 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.
  6. ↑ 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.
  7. ↑ 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.
  8. ↑ Myerson, Jeremy; Vickers, Graham (2002). Rewind: Forty Years of Design & Advertising. New York: Phaidon Press. pp. 252, 486. ISBN 0-7148-4271-0.
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=8617"