Kipper
 Frame from the advertisement showing the titular kipper and the submarine | |
| Agency | TBWA\London |
|---|---|
| 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 |
| Country | United 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]
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
- ↑ 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.
- ↑ a b Awdry, Will (23 September 2020). "Watson and Cozens". willawdry.blog. Archived from the original on 17 March 2025.
- ↑ 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.
- ↑ 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.
- ↑ 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.
- ↑ a b c Robinson, Mark (2000). 100 Greatest TV Ads. London: HarperCollins. p. 34. ISBN 0-00-711123-1.
- ↑ "Kipper Back in the Menu for LEGO UK". LEGO.com Parents News. 27 November 2009. Archived from the original on 3 December 2009.
- ↑ 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.
- ↑ Russel, Peter; Slingerland, Senta, eds. (2013). Game Changers: The Evolution of Advertising. Cologne: Taschen. p. 53. ISBN 978-3-8365-4524-2.
- ↑ 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) - ↑ 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.
- ↑ Marshall, Anne (1994). The Guinness Book of Winners. Enfield, London: Guinness Publishing. p. 5. ISBN 0-85112-791-6.
- ↑ Kanner, Bernice (1999). The 100 Best TV Commercials ...and Why They Worked. New York: Times Books. pp. 90–91. ISBN 0-8129-2995-0.
- ↑ Nicholls, Clive, ed. (Spring 1981). "A Merry Old Soul". Bricks 'n Pieces. No. 7. Wrexham, Clwyd: LEGO UK Ltd. p. 1.
