Kipper
| Agency | TBWA |
|---|---|
| Client | LEGO UK Ltd |
| Language | English |
| Media | Television |
| Running time | 45 seconds |
| Release date(s) |
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| Slogan |
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| Written by |
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| Directed by | Ken Turner |
| Starring |
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| Production company | Clearwater Films |
| Produced by |
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| Country | United 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. At the start, a small LEGO mouse 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 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 was created at the London branch of the advertising agency TBWA by copywritter Mike Cozens and art director Graham Watson.[2] Cozens and Watson had joined TBWA in February 1980 and had developed two print advertisements for the LEGO Group before being briefed on a television project.[3] The commercial had to be created on a limited budget; the two did not want to resort to making a "dull" presenter commercial, and spent numerous late nights developing the concept and working with the accounting team to get script approval. (They later also credited young relatives of theirs, David Cozens and Jamie Watson, with "advisory" roles.)[2] The initial version of the script was completed by 25 April; this version did not contain the kipper/slipper pun and featured a tractor to tow the missile launcher away instead of the missile cruncher.[3]
The advertisement was managed on LEGO's end by Clive Nicholls, the advertising manager of LEGO UK Ltd.[4] Production was done by Clearwater Films, a studio founded by former Century 21 directors Ken Turner and David Mitton the previous year; the two would be the film's director and producer, respectively.[5]: 486 In a meeting with Cozens and Watson, Clearwater suggested building a detailed set with wallpaper and carpets for the advertisement, but Watson wanted to direct it "simply", using "just the skirting board and a reflective floor."[6]
The LEGO models for the film were created by David Lyall, a model designer at LEGO UK.[7] The models were designed by mid-July and were finalised following adjustment suggestions given to Lyall on 23 July.[3] The largest LEGO model in the film, the dragon, contained around 20,000 LEGO bricks.[2] Lyall made two versions of each model: one glued version and one to be assembled and disassembled for stop motion filming.[3] The stop motion models were built in stages during filming, with a few frames of footage being shot between each stage.[2] Animation was done by Denis Russo.[4] Director Ken 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. Filming took place over the course of seventeen days, and was done without any retakes.[2] Watson later likened the filming processs to watching paint dry.[3]
TBWA initially considered comedian Mike Reid for the advertisement’s voice-over. They instead decided on Tommy Cooper, as his voice had done well in research at the time even among international audiences. Cooper was ill at the time of recording, however, and impressionist Roger Kitter was hired to impersonate him; audiences were allegedly unable to tell the voice not Cooper's.[8][9]
Reception
It won gold at the Designers and Art Directors Association Awards.[4]
TBWA London co-founder John Hegarty[11] told Watson that Kipper would most likely win silver at best sad it would be silver, but we proved him wrong.[6]
References
- ↑ "Lego 'kipper' by TBWA". Campaign Live. London: Haymarket Media Group. 2016. Archived from the original on 17 August 2024. Retrieved 17 August 2024.
- ↑ 2.0 2.1 2.2 2.3 2.4 The One Show: Advertising's Best Print, Radio, TV. Vol. 3. New York: The One Club for Art and Copy. 1982. p. 86. ISBN 0-960-2628-3-0. ISSN 0273-2033.
- ↑ 3.0 3.1 3.2 3.3 3.4 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.
- ↑ 4.0 4.1 4.2 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.
- ↑ Myerson, Jeremy; Vickers, Graham (2002). Rewind: Forty Years of Design & Advertising. New York: Phaidon Press. pp. 252, 486. ISBN 0-7148-4271-0.
- ↑ 6.0 6.1 Bishop, Louise, ed. (1996). The Art Direction Book. Crans, Switzerland: Rotovision SA. pp. 170–171. ISBN 2-88046-284-3.
- ↑ Nicholls, Clive, ed. (Spring 1981). "A Merry Old Soul". Bricks 'n Pieces. No. 7. Wrexham, Clwyd: LEGO UK Ltd. p. 1.
- ↑ Robinson, Mark (2000). 100 Greatest TV Ads. London: HarperCollins. p. 34. ISBN 0-00-711123-1.
- ↑ 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.
- ↑ Kanner, Bernice (1999). The 100 Best TV Commercials ...and Why They Worked. New York: Times Books. pp. 90–91. ISBN 0-8129-2995-0.
- ↑ Fletcher, Winston (2008). "Powers of Persuasion – The Inside Story of British Advertising: 1951–2000". Oxford: Oxford University Press. pp. 192–193. ISBN 978-0-19-922801-0.
