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3 great ads I had nothing to do with #16: Abigail Comber on Lurpak, Maltesers and Sony Bravia

Abigail Comber, head of brands and marketing at British Airways, reveals three great ads she admires but had nothing to do with.

Abigail Comber joined British Airways’ marketing department in 2002. Over the following ten years she held positions in marketing communications, advertising and sponsorship, before being made head of Brands and Marketing in January 2012.

In her current role, Abigail oversees various strategic aspects the airline’s global brand and marketing activities, including advertising, sponsorship, brands, design, digital innovation, community relations and relationship marketing.

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Abigail's choices

Lurpak "Kitchen odyssey"

This ad turns making a simple omelette into high drama, turning whisking eggs and lighting the hob into an epic and other-worldly journey. It features a voiceover by Rutger Hauer.

The ad was created by Ray Shaughnessy and Dan Norris at Wieden + Kennedy, and produced by Anna Smith at Stink. It won Best 60-90 Second Cinema Commercial at the British Arrows in 2011.

The campaign helped LURPAK overtake Flora to become number one in BSM sales and the UK’s most valuable brand in its category.

Maltesers "Feed me"

Part of a series of ads from 2000, this Malteser's ad simply features a man and his girlfriend lying on the sofa and watching Saturday night TV. The campaign aims to move the brand away from its focus on the physical lightness of Maltesers and focus on fun ways to eat the sweets.

The commercials were written by Trevor Webb, art directed by Steve Campbell and directed by David Hartley of Brave Films.

Sony Bravia "Balls"

250,000 bouncy balls were released down the streets of San Francisco for Fallon's campaign to launch Sony's LCD TV brand, Bravia. Every frame was shot on camera, with no computer graphics used. Much of the budget went on 12 cannons that fired the balls high into the air, so they bounced and didn’t roll. After the shoot, students on roller skates collected the balls and gave them to local kids.

The Fallon London team included creative director Richard Flintham, filming was directed by Nicolai Fuglsig, and director of photography was Joaquin Baca-Asay. Fallon London scooped top YoungGuns award for the ad, as well as two Gold Bullets and the Best of Show at the fifth annual YoungGuns International Advertising Award. It also won the Grand Prix at the 44th annual Sharks Awards advertising festival and a gold award at Cannes.

About this series

In this series of short films, leading Thinkbox Creative Academy members have the tricky task of selecting just three TV ads that have inspired them: brilliant commercials, old and new, that they admire but had nothing to do with.

The idea is not only to explore some of our greatest ads in the company of people who know a thing or two about making them, but also because of the proven link between creativity and effectiveness encourage the advertising industry to even greater heights.

About The Thinkboxes

The Thinkboxes are the first awards to celebrate the UK's world-beating TV ad creativity, in all its forms, at regular way-points throughout the year. Created in association with Haymarket Brand Media (Campaign, Marketing and Brand Republic), these bi-monthly awards are judged by the Thinkbox Creative Academy; made up of over 200 advertising luminaries.

We hope you enjoy the films.

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