A Guide to Irish Immortal Creativity
Today (September 12th) is the last day you can get your entry into The Immortal Awards entry system, so if you haven’t yet, waste no time! All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between September 1st 2023 and August 31st 2024.
In line with this, to mark the start of the Immortal Awards 2025, LBB is showcasing some creative work from around the world that truly shows us what an ‘immortal’ piece of advertising looks like.
Having already visited a few countries, today we’re diving into a world of Irish creativity, handpicked by local industry leaders – some, who have judged the Immortal Awards before, and others set to be part of the juries this year.
The work is genuinely exceptional – heart-wrenching, unforgettable, hard-hitting, warm and hilariously Irish, there’s something from everything. With a healthy dose of ‘creative envy’, creatives from across the scene present to us ads that used AI long before it was the talk of the town, ads that lodge into a child’s brain as a permanent lesson, ads showing us what being Irish is truly about and ads that run for election.
So, what are you waiting for? Get watching. And, of course, if we’ve forgotten something – don’t hesitate to let us know
DOE - Shame
“I will never forget this ad,” says Dermot Malone, director at Banjoman. “When I think of my childhood and work I recall from growing up, this one immediately comes to mind. Before I ever knew what my future held, this demonstrated the power of the moving image to land a message.
“It is the perfect mini drama and is heart-stopping. I still think about this when I drive or when I am walking behind a hedge beside a main road. This is an example of great work really working.”
Electric Ireland - Major Moments
“This film launched as I was about to begin my career as a commercials director. It inspired me then and it inspires me now,” explains Dermot. “It is edgy, gritty and cinematic, but most of all, everything in it feels real. I had never seen an Irish commercial realised in this way and it nailed me. The cinematography, the performances and the tone of the piece were totally new to me.
“I recognised the world I grew up in and my life as a teenager in Ireland.”
East Digifone - Guy From the Bar
When recalling what she believes to be the country’s immortal work, Eilis Fitzgerals, head of marketing communications at Three Mobile Ireland, likes to stay within ‘her category’.
“My pick for a stone-cold classic is Esat Digifone’s, ‘The Guy from the Bar’,” she says. “It has all the ingredients of a brilliant ad – a great track, storytelling and suspense, an awesome rug pull, and ensures hilarity. Using a cultural insight to sell a product feature – every marketeer's dream! Even 25 years later, the line is still instantly recognisable and has remained a steadfast part of Irish culture.”
Failte Ireland - Wild Atlantic Way
“This is a perfect example of an execution that makes me green with envy, so it is my second pick,” tells us Eilis. “‘Wild Atlantic Way’, delivered by Failte Ireland, is now in its 10th year. So much more than an ad, this project helped to reimagine and reshape Ireland’s tourism.
“Taking in everything from naming, experience, wayfinding signage, TV and film appearance, PR as well as ads across the world – the scope and breath of the execution is truly exceptional. I mean, if getting your ‘product’ featured in a Star Wars film isn’t immortal, I don’t know what is!”
Guinness - Anticipation
“Yeah, yeah, I know. A Guinness ad in an Irish Best Advertising list. How original,” begins Aoife McCleary, senior creative at Forsman & Bodenfors Dublin. But she promises this one is particularly immortal. “While adland will be familiar with brilliant ‘dancing’ ads like this one from Kenzo, and this from Belvedere, before them, there was this.
“You could say that its star, actor Joe Mc Kinney walked, so Daniel Craig could… sashay.
“Created by (now closed) agency Arks and directed by Richie Smyth, it is one minute of pure joy. And very Irish. From the awkward dance moves, to the smug head on the barman, to the wardrobe, it’s so subtly, but heavily nuanced, in a way that only an Irish agency could dream up.
“The editing is fantastic, with jump-cutting transforming a very simple scene to one that completely draws you in. Then there’s the icing on the cake - or should I say the cream on top of the pint (sorry): the track. ‘Guaglione’ by Perez Prado was so loved in Ireland, it made it to the top of the charts, showing the power great advertising can have on culture.”
RSA - Michael
“My second choice is ‘immortal’ in a different way,” says Aoife. “While it’s not the most interesting, or even most creative TV ad of yesteryear, it is deeply immortalised in the mind of every Irish person over the age of 30. According to research, public awareness of this film was 85-90%. Impressive. In a collective trauma kinda way.
Sing the chorus of Samantha Mumba’s pop hit ‘Body To Body’ to this demographic and I can almost guarantee they’ll shudder at the memory it will invoke. Namely this film from the RSA.
“In a nutshell, it’s a PSA about the importance of wearing a seatbelt. And it doesn’t hold back on the consequences of not doing so. The SFX alone in this piece would be enough to send shivers down your spine. Nevermind ‘shock-vertising’, this is the ‘stuff-of-nightmares-vertising’, and ‘Michael’ is one of many harrowing road safety ads by now closed agency, Lyle Bailey.
“In fairness, as grim as it is, the message has been so permanently lodged in my own brain since childhood, I would rather walk home in five inch stiletto heels (you know what I’m talking about gals) than not wear a seatbelt or share a backseat with someone who’s not wearing a seatbelt. Effective.”
The Times - JFK Unsilenced
Karl Waters, chief creative officer at Folk VML takes us back to a time before AI tech took over and made it easy for adland to “scrape data, create and recreate images, sounds, videos, music and voices.”
“The year is 2018 and The Times and Rothco used AI technology to create something brilliant, before AI technology really was a thing. ‘JFK Unsilenced’ brought to life John F. Kennedy’s voice to deliver the speech he was supposed to deliver the day he was assassinated. This would take a matter of seconds today, but in 2018 it took real innovation and months of research. It beckoned in a new era for what was possible in Irish advertising, and is deserving of the word ‘immortal’ for that.”
NIO - I Wanna Be Like You
“This ad from the early ‘90s covers a dark topic and time period in Irish history. It aired during ‘The Troubles’ in the north of Ireland and encouraged people to share any information they might have,” explains Karl. “The spot itself plays out like a dark, dramatic film, showing the devastating intergenerational effects of the troubles.
“Incredibly they managed to write the spot to the lyrics of Ugly Kid Joe’s ‘Cats in the Cradle’ and give the words new meaning. It was as shocking as it is powerful. It’s the ad I remember most from my childhood, so I feel compelled to give it the immortal title.”
Carlsberg - Dreams
Ger Roe, board creative director at Publicis Dublin points us to an ad that tells the story of Ireland somehow winning the World Cup, having defeated Brazil in the tournament’s final.
“Some of you might argue, if this ad ran now it just wouldn't land the same way. It’s probably too much of a stretch. But back then, we actually had some game lads, so as a premise, it wasn't totally beyond belief.
“Sure, look at the Olympics, and Team Ireland’s performance. I’m listening to punters chatting about pummel horses and smiling, because as a small country there is nothing more Irish than an underdog tag and a bandwagon to jump on. This ad written by Alan Kelly had it all.
“It was funny, topical and emotional – typical Kellyer. Super zeitgeisty. We so wanted it to be true. Alan Kelly – who, if we’re being honest, was Ireland’s greatest ever creative – didn’t just have the habit of writing incredibly relatable funny work, he also made sure his ideas were perfectly measured with brilliant executions and perfectly judged performances.
“His choice of director was spot on too. He chose to work with Lenny Abrahamson to pull it off, pre-Oscar nomination, who was a commercial director prior to movie fame. Some of the moments captured in the ad are the things that make it immortal for me. Just so relatable. Why? Because we know all these people.
“Whether it’s the ole fella with his understated celebration, shovelling into a bowl of cornflakes or the ‘wobbly faced’ lad who completely loses his shit when we score. We love these people, because they are each and every one of us. Nowadays, some troll on social media would probably cancel this type of work, saying ‘it’s ridiculous’ or ‘it could never happen’.
“Well, I’m glad it happened. And I’m glad Alan set a standard back then for the rest of us to follow.”
Tayto (Largo Foods) - Mr Tayto Runs for Election
“This is one of the first ‘fame’ campaigns I remember in Ireland (besides the free Ryanair flights for people called Ryan). This campaign didn’t just go ‘viral’ (the industry keyword of the 2000s) it demonstrated the power of earned media,” remembers Catriona Campbell, managing director at The Public House.
“What stands out about it is the absolute commitment from all involved - the campaign didn’t stop when they announced Mr Tayto’s candidacy as a spoof candidate. Rather, they went all in - battle bus, election posters, campaign website, even a theme tune. The copywriters had even developed responses to the key campaign issues. My personal favourite, when asked about ‘the North’, Mr Tayto responded "It's a lovely spot. Especially Malahide". The lesson I learned was when you have a great idea, don’t stop there, instead, push it as far as you can.”
Three Ireland - The Connected Island
“I’m not sure I can name another Irish commercial creative idea in recent years that has changed lives in the way that the Connected Island has,” explains Catriona. “A genuine demonstration of a brand advantage in action – a permanent brand experience rather than a ‘campaign’.
“Clearly a colossal undertaking from client and agency, it’s truly world-class, an example of tenacity, collaboration and the pure power of creativity to solve problems. I know some of the individuals involved in making this happen and the recognition and plaudits are so well deserved. Pure creative envy.”
Heineken Ireland - Transformers
"In the early '00s Heineken Ireland got behind music in a big way, hosting bank holiday weekends of music in Dublin and around Ireland," reminds us Peter Snodden, creative director at The Brill Building. "To go with this, The Heineken Green Energy campaign ‘Transformers’, for me, was a properly homegrown and inspiring campaign and one that showed that the best campaigns, through craft and ambition could live beyond spots on the TV and immerse itself in culture, being something people are organically interested in it so that the lines are almost indivisible.
"At The Brill Building we believe work that is truly excellent disrupts the category norms, meets consumers in their world, is delivered with insane attention to craft and detail, is true for the brand - and in an Irish context - is true for something 'of Ireland' , whether that's who we are or where we're going as a people or island.
"It's still part of how I encourage our team to approach every brief. The campaign told the story of a band with big dreams, getting themselves summer festival ready. It featured tv spots that told of their trials and tribulations. From tricking out the tour bus (Toyota Hi-Ace van) to having an awkward band meeting in the drummer's mother’s kitchen, telling him he's “out of the band”.
"It was perfectly written and art directed by Jason Hynes and Keith Doyle, as if the ‘Fast Show’ had met Roddy Doyle. It stands out because it’s the first Irish campaign I really remember that transcended spots on the TV. I’m still not entirely sure if the band existed before the campaign or the other way around, I’ve asked both Keith and Jason since but keen to maintain the mystique of the campaign neither directly answered. Treading the streets of Dublin the band members could be seen, dressed as they appeared in the promos accepting pints from well wishers months after the campaign started. I’m not sure the ’Transformers’ ever got to make a difficult second album but their first remains an Irish classic."
