Kipper

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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
Produced by
CountryUnited Kingdom

"Kipper" is a TV ad from 1980.

Summary

Summary of the advertisement

Production

"Kipper" was created by copywriter Mike Cozens and art director Graham Watson at the London branch of the advertising agency TBWA.[2]


(Lego models) The LEGO models used in "Kipper" were created by David Lyall, the chief model designer at LEGO UK.[2][3] The largest LEGO model in the film, the dragon, contained around 20,000 LEGO bricks.[4]: 86 


(Clearwater) "Kipper" was produced at Clearwater Films, a studio founded by former Century 21 directors Ken Turner and David Mitton.[5][6] Turner and Mitton worked on "Kipper" as its director and producer, respectively.[7]: 486 

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."[8][7]: 252 

Filming took place over the course of seventeen days, and was done in a single take.[4]: 86  Watson likened the filming process to watching paint dry.[9]


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.[10] However, the agency ultimately replaced Cooper with sound-alike Roger Kitter.[11][5] Cooper was apparently ill when it was time to record his voice-over,[10] 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."[12] Kitter, an impressionist, narrated the advertisement with an impersonation of Cooper, including using Cooper's catchphrase "just like that".[13] Audiences at the time were unable to tell Kitter's impression was not actually Cooper's voice.[10][5]

to use: [14][15][16][17][18]

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.[3][19]

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 2.2 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.
  3. ↑ 3.0 3.1 Nicholls, Clive, ed. (Spring 1981). "A Merry Old Soul". Bricks 'n Pieces. No. 7. Wrexham, Clwyd: LEGO UK Ltd. p. 1.
  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. ↑ 5.0 5.1 5.2 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.
  6. ↑ 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 18 August 2024.
  7. ↑ 7.0 7.1 Myerson, Jeremy; Vickers, Graham (2002). Rewind: Forty Years of Design & Advertising. New York: Phaidon Press. pp. 252, 486. ISBN 0-7148-4271-0.
  8. ↑ Bishop, Louise, ed. (1996). "Graham Watson". The Art Direction Book. Crans, Switzerland: Rotovision SA. pp. 170–171. ISBN 2-88046-284-3.
  9. ↑ 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. 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.
  10. ↑ 10.0 10.1 10.2 Robinson, Mark (2000). 100 Greatest TV Ads. London: HarperCollins. p. 34. ISBN 0-00-711123-1.
  11. ↑ "Kipper Back in the Menu for LEGO UK". LEGO.com Parents News. 27 November 2009. Archived from the original on 3 December 2009.
  12. ↑ Awdry, Will (23 September 2020). "Watson and Cozens". willawdry.blog. Archived from the original on 17 March 2025.
  13. ↑ Russel, Peter; Slingerland, Senta, eds. (2013). Game Changers: The Evolution of Advertising. Cologne: Taschen. p. 53. ISBN 978-3-8365-4524-2.
  14. ↑ 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.
  15. ↑ Marshall, Anne (1994). The Guinness Book of Winners. Enfield, London: Guinness Publishing. p. 5. ISBN 0-85112-791-6.
  16. ↑ Kanner, Bernice (1999). The 100 Best TV Commercials ...and Why They Worked. New York: Times Books. pp. 90–91. ISBN 0-8129-2995-0.
  17. ↑ "The 100 Greatest TV Ads". Channel 4 Television. 2000. Archived from the original on 18 June 2001.
  18. ↑ The 100 Greatest TV Ads (Repeat airing on 29 August 2004). London: Channel 4. 29 April 2000. Event occurs at 39:45-40:25. Retrieved 18 August 2024.
  19. ↑ Warlick, Mary, ed. (1990). Advertising's Ten Best Of The Decade 1980–1990. New York: The One Club for Art and Copy. p. 66. ISBN 0-929837-02-9.

External links

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