My Most Immortal Ad: Toby Allen

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In the run-up to this year’s Immortal Awards, LBB’s jurors will each select an ad that they believe deserves the title of Immortal. With the entry system now open, LBB’s esteemed jurors will take it in turns to select an ad that’s iconic to them, revealing the reasons why it’s stayed with them until this day.


The next ad in this year’s series comes from Toby Allen, the double Immortal Award winning deputy executive creative director at AMV BBDO, who opts for a classic Guardian commercial that is as relevant today as it was when it launched…

Guardian ‘Points of View’ (BMP, 1986)

Says Allen: “This was the ad that led me into the industry because it showed me what advertising could achieve as a cultural form.

“It takes a mere 30 seconds to demonstrate what William Faulkner and Kurosawa took a whole novel or film to do: the unreliability of any one narrative. I love its marriage of simplicity and profundity – a universal truth, told in the barest way possible.

“It was written by Frank Budgen and directed by Paul Weiland; both masters of their form: no padding, no unnecessary action, or redundant endline. And as with all immortal ads, it is genuinely timeless.

“If anything it is more relevant in today’s hyperpartisan culture than it was in 1986: with a fresh voice and updated logo it could run tomorrow and would hit home. It’s 30 seconds that has stayed with me for years.”

The Immortal Awards entry system is now open. Every member of Little Black Book is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive two entries, whilst Silver and Gold members get 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, contact Lynchy here:

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AIRBAG, Alt.VFX, ARC EDIT, Clockwork Films, Collider, Curious, Cutting Edge, The Editors, Exit Films, Filmgraphics, Fin Design + Effects, Final Sound, FINCH, Flying Fish, Good Oil, Heckler, Jumbla, Passion Pictures, Photoplay, Plaza Films, The Producers, Revolver/Will O’Rourke, Rumble Studios, Scoundrel, Sedona Productions, Sweetshop, Taxi, //Thirteen & Co, Uncanny Valley, Velvet, Winifred.