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The Immortal Awards in association withJSM
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My Most Immortal Ad: Vicki Maguire on Nike's Parklife

31/07/2024
Award Show
London, UK
765
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Ahead of this year’s Immortal Awards deadline, the CCO of Havas London revisits one her favourite ads 'of all freaking time'
In the run up to this year’s Immortal Awards deadline, our jurors have been taking it in turns to select the ads and campaigns that have stood the test of time in their minds, revealing the reasons why they’ve stayed with them through the years as their Most Immortal Ads.

Vicki Maguire, chief creative officer of Havas London, channels the true spirit of the Immortals by opting - again - for a '90s Nike film with a cracking opening shot.

The entry system for The Immortal Awards’ 2024 competition is now open. As always, entry is free for Little Black Book members and more information on how you can enter - and start your path to creative immortality - can be found at the bottom of the article.


Nike - Parklife

This is one of my favourite ads. Of all freaking time. Yes, still. I first wrote these words in 2020, when I was asked the same question. My opinion hasn’t changed. But that’s the point of the Immortals, right?

I was on my first placement and wading through a ton of Femcare radio ads. I was about to tell my bosses they could shove their tampon briefs up their arse, so to speak, then this came out.

I fell in love with advertising all over again. The pure joy of this ad still takes my breath away. Yes the format is dated, yes the haircuts are ridic, but look at the young Cantona's face. They’re playing for the thrill of it. It still gives me chills.

Yes, Guinness 'Surfer' cost more, Superhumans had a better track (arguably), and Cog is better choreographed… but this ad changed the game. Nike was a basketball brand before this. And, come on, I defy you to watch a better six-second opening shot than egg cracking pan.


The Immortal Awards entry system is now open and entries into competition will be accepted until September 5th 2024. 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.  

Every member of LBB is entitled to up to five entries. The full list of rules, including eligibility dates, can be found here.

If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today.

If you have any questions about The Immortal Awards or need any help with your entries, please contact awards directors Paul Monan (paulm@lbbonline.com) and Emma Wilkie (emma@lbbonline.com)


 
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