Cadbury's Gorilla Ad Crowned UK's Favourite TV Commercial
In a major celebration of British advertising excellence, Cadbury's iconic 2007 commercial featuring a gorilla playing drums to Phil Collins' 'In the Air Tonight' has been voted the nation's favourite TV advert. The 90-second film, starring animal actor Garon Michael, secured 26% of votes from over 1,000 UK adults in a poll conducted by the British Arrows, marking the awards body's 50th anniversary with a retrospective at Outernet London.
Top 10 Nation's Favourite TV Adverts Revealed
The poll results highlight decades of creative brilliance in UK advertising. Following Cadbury's Gorilla, the top 10 list includes Hamlet Cigars' 'Photobooth' (1986) with 19%, Guinness' 'Surfer' (1999) with 16%, Bodyform's 'Never Just A Period' (2024) with 14%, and Tango's 'St George' (1996) with 13%. Other notable entries are Nike's 'Nothing Beats A Londoner' (2018), Channel 4's 'Idents 2023' (2023), Sony Bravia's 'Paint' (2006), Levi's 'Drugstore' (1995), and Honda's 'Cog' (2003), each showcasing the unique blend of wit and emotional resonance that defines British ads.
The Cultural and Economic Power of British Advertising
Simon Cooper, outgoing chairman of the British Arrows, emphasises that iconic advertising does more than sell products—it embeds itself into the collective cultural consciousness. From the anticipation of a perfect Guinness wave to taboo-busting campaigns, these ads entertain, change behaviour, and transform brand fortunes. Despite a British tendency to downplay success, Cooper argues that UK advertising has led the world for five decades, contributing significantly to GDP as a key export and cultural touchstone.
However, the industry faces mounting threats. In a post-Brexit, post-pandemic economy, advertising is often misunderstood as a discretionary spend by corporate boardrooms, risking budget cuts that stifle creativity. Cooper warns that this mindset overlooks advertising's role as an engine of commerce, capable of shifting market share and driving returns in sluggish times.
Challenges from AI and Corporate Consolidation
The rise of algorithms and AI in marketing poses a temptation to prioritise data over imagination, leading to bland, forgettable campaigns. Cooper asserts that data without creativity is mere noise, and decisions driven by risk avoidance rather than greatness result in mediocre output. More critically, structural issues like large holding companies attempting to control every aspect of the creative process are producing homogenised advertising that lacks distinction.
This trend towards operational tidiness over creative excellence denies brands the choice of collaborating with the best talent globally, instead keeping budgets in-house. Cooper stresses that great work emerges from creative confidence, human judgement, and collaboration, not from streamlined corporate processes. To maintain the UK's global lead, he calls for protecting marketing budgets, fostering talent pipelines, and celebrating the industry's commercial impact.
A Call to Action for the Future
Looking ahead, Cooper highlights the undeniable talent emerging from programs like the Young Arrows, but warns they need support from brave boardrooms. British advertising, blending art and commerce, must be protected and invested in to drive economic growth. By prioritising creativity over convenience, the industry can continue to shape culture and export British sensibility worldwide, ensuring its legacy for the next 50 years.
