CR Blog

How 30 Great Ads Were Made

Advertising, Books

Posted by Creative Review, 5 March 2012, 15:43    Permalink    Comments (10)

Published today by Laurence King Publishers is How 30 Great Ads Were Made: From Idea To Campaign, a new book by CR's Eliza Williams. The book takes readers behind the scenes of 30 of the last decade's most successful ad campaigns...

Featuring interviews with the key creatives, directors and clients for each campaign, the book offers an insight into how great ad campaigns get made, along with some surprising facts about some of the most popular ads of recent times: for example, did you know that the children's brows in the Cadbury's Eyebrows spot were manipulated by puppeteers rather than CGI? See the pic above for the proof.

Each campaign featured is illustrated with imagery showing the stages it went through in development – including sketches and early ideas that may have been abandoned, storyboards, animatics and photos from shoots, and shots of the final ads. Here are some spreads from the book to whet your appetite:

Cadbury's Eyebrows, by Fallon London

Carlton Draught Big Ad, by George Patterson Partners, Melbourne

HBO Voyeur, by BBDO New York

Honda Cog, by Wieden + Kennedy London

More info on the book is available on the LKP website, here.

CR subscribers should also check out an article from the March 2012 issue by Eliza, which lists ten top tips for making a great ad, compiled from the expert knowledge of the creatives she spoke to when researching the book. Read it here.


CR in Print

Thanks for visiting the CR website, but if you are not also reading CR in print you're missing out. Our March issue is an illustration special with features on Clifford Richards, Pick Me Up, the relationship between illustrators and writers, the making of the cover of the New York Times Magazine and a powerful essay by Lawrence Zeegen calling on illustrators to become more engaged with the wider world and accusing the profession of withdrawing "from the big debates of our society to focus on the chit-chat and tittle-tattle of inner-sanctum nothingness".

The best way to make sure you receive CR in print every month is to subscribe – you will also save money and receive our award-winning Monograph booklet every month. You can do so here.


Looks like a fantastic book, will have to make a purchase now I've read this!
Web Design Essex
2012-03-05 16:35:02

Definitely added to the Huemor Designs LLC wish list!
2012-03-05 20:55:49

Not to retread an old argument but it'll be interesting to see if the book is thorough enough to mention Fischli & Weiss in the section on how Honda's 'Cog' was developed.
2012-03-05 22:33:10

one for the collection
James Wallace
2012-03-06 12:33:22

Definitely added to my wish list too!!!! :)
George Vranjkovic
2012-03-06 12:53:51

Are you sure puppeteers were used as opposed to CGI manipulation?
This could be a white lie to get people talking about it again ...
A great ad all the same.

Not sure of the link to Cadbury's is clear but who cares.
Liza Whitney
2012-03-06 19:19:12

The cadbury ad is one of my favourites! Not everything has to be made with a high budget. You just need an artistic imagination and a vision.
Stylish Suds
2012-03-11 18:57:53

A must buy for aspiring commercial artist like me. Must be a great read!
2012-03-12 12:53:22

The book looks great. I may have to treat myself!
2012-03-12 17:26:18

You have overlooked probably the greatest ad ever done . Apple 1984. I was the top management executive at chiat/day on the account. Am about to publish my memoirs which has one chapter devoted to the development and production of this commercial which relays what REALLY happened. Fred Goldberg former coo and account director on apple at Chiat/day.
Fred goldberg
2012-04-17 01:24:26

Tell us what you think

What happens with my feedback?

We no longer require you to register and have a password in order to comment, simply fill in the form below. All comments are moderated so you may experience a short delay before your comment appears. CR encourages comments to be short and to the point. As a general rule, they should not run longer than the original post. Comments should show a courteous regard for the presence of other voices in the discussion. We reserve the right to edit or delete comments that do not adhere to this standard.

Get the RSS Feed