From Gorillas to comb-overs: Brits vote for top TV ads

Cadbury’s 2007 “Gorilla” ad – already the most-awarded in the world back in the day – has now been voted the nation’s favourite TV commercial of all time, in a new consumer poll in celebration of the 50th anniversary of the British Arrows awards programme.

The 90-second film, devised by Fallon London, featured animal actor Garon Michael – who had never held a drumstick before he got the gig – rocking out Phil Collins’ In the Air Tonight. Interestingly, Cadbury’s hardly got a mention.

The Hamlet Cigars “Photobooth” ad (1986), created by CDP, featuring Gregor Fisher, who later achieved fame as Rab C Nesbitt, came second. The ad sees Fisher battling to get his “comb-over” in the right place as he tries to get his picture taken before giving up and striking up a cigar as Johann Sebastian Bach’s Air on a G String plays and a voiceover announces, “Happiness is a cigar called Hamlet”.

In third place is the Guinness “Surfer” ad, by AMV, released on St Patrick’s Day in 1999. The Jonathan Glazer (Sexy Beast, Under the Skin, Zone of Interest) epic, set to a thumping Phat Planet by Leftfield soundtrack, shows a surfer staring into the sea waiting for the perfect “white horse” wave, capturing the brand’s “Good Things Come to Those Who Wait” tagline.

Number four on the list is Bodyform (UK) whose “It’s Never Just A Period” spot (2024) was lauded for its no-holds-barred approach to breaking the taboo of menstruation. It also highlighted a lack of education and how women, particularly younger females, cope with periods.

The top five was completed by 1996’s Blackcurrant Tango skit which initially pokes fun at a French exchange student called Sebastian, who writes to the makers complaining about the drink. Clutching the letter, actor Ray Gardner hits back at Sebastian, branding him “all hair gel and fancy loafers” and a “Jonny French” as he makes his way out of the office he is joined in a steady stream of fellow workers, and passers-by. Eventually reaching a boxing ring atop the White Cliffs of Dover, Gardner vows to take on France, Europe, and the world, declaring “because I drink Blackcurrant Tango”.

Nike’s “Nothing beats a Londoner” campaign made number six in the ranking. The star-studded ad (2018) featured Mo Farah, Harry Kane, Skepta, Dina Asher-Smith, Jorja Smith, Little Simz, Michael Dapaah, Giggs and Gareth Southgate. It focused on the intense competitive training lives of London’s youth.

Channel 4’s ground-breaking Idents (2023) came in seventh place. The campaign involved a collaboration between independent filmmakers and creatives and artists who built a tapestry of 25 looping scenes depicting life in modern Britain.

Eighth place went to the Sony Bravia advert from 2006 in which massive, real paint explosions decorated a Glasgow housing estate to showcase colour vibrancy.

In ninth place was the 1995 Levi’s Jeans drug store commercial directed by Michel Gondry. The black and white spot featured a Levi’s-wearing young man buying condoms from a pharmacist who turns out to be the father of his date.

And in tenth is the Rude Goldberg-inspired “Cog” from Honda (2003), notable for its practical, non-GCI chain reaction of car parts and ending with the line: “Isn’t it nice when things just work?”

British Arrows chairman Simon Cooper said: “The 90 seconds of pure joy in Cadbury’s Gorilla is still fondly remembered nearly two decades on, the anticipation of waiting for the perfect wave or pint nearly, and for those long enough in the tooth, a man’s frustration with a photobooth is still a favourite four decades later.

“Great advertising enters the cultural conscience and stays there. There are plenty of recent classics in the top 10 too, and all demonstrate the impact of iconic advertising, able to entertain the masses, challenge taboos, and transform the fortunes of brands and companies, often all in one 30, 60 or 90 second spot. They also act as a reminder of the sheer creative excellence of British advertising, and with the sector more culturally and economically important to the UK than ever before, we hope this list not only celebrates the legacy of great British advertising, but inspires a new generation of creatives, craftspeople and innovators.”

Jessica Dracup-Holland, chief marketing officer at the Outernet, the sponsor of the British Arrows People’s Award, added: “The response to the People’s Award shows how deeply great advertising connects with audiences, not just as marketing, but as culture. Cadbury’s ‘Gorilla’ remains a perfect example, it is joyful, surprising, and utterly unforgettable. We’re proud to help bring these moments back to life for new generations, and to celebrate the extraordinary creative talent that keeps the UK at the forefront of global storytelling.”

The Top 10 Nation’s Favourite TV Ads are:

Cadbury, ‘Gorilla’ (2007) with 26% all votes cast
Hamlet Cigars ‘Photobooth’ (1986) with 19%
Guinness, ‘Surfer (1999) with 16%
Bodyform, ‘Never Just A Period’ (2024) with 14%
Tango, ‘St George’ (1996) with 13%
Nike, ‘Nothing Beats A Londoner’ (2018) 13%
Channel 4, ‘Idents 2023’ (2023) with 12%
Sony Bravia, ‘Paint’ (2006) with 11%
Levi’s, ‘Drugstore’ (1995) with 10%
Honda, ‘Cog’ (2003) with 10%