Television commercials that can be viewed on line are highlighted in red The team responsible for the production of television paid time commercials was small, numbering not more than five or six people. There were usually two Producers and around three assistants. Their work was different from the other Film Division production teams in that in was wholly derivedfrom work flowing from the COI Advertising Division who were the lead Division for all paid advertising campaigns mounted by all departments of government. As such, Advertising Division was the main contact point with the sponsoring Departments initiating a campaign. In concert with the Department, it chose and contracted an advertising agency to conduct a campaign usually involving several different media as well as television. The agency would develop a strategy for the campaign and proposed combinations of media to meet the agreed strategy. Where the agreed campaign called for television commercials the agency would prepare scripts reflecting the agreed strategy that were discussed with and approved by the Department and the COI Advertising and Film Divisions. The input by Film Division largely related to the practicalities of producing the commercial(s).The practicalities includedthe choice of the production company, the costs of production and the contracting and organisation of the production. Production budgets for television commercials were always very substantial. There was an acceptance within the industry that this was the acceptable norm. Nonetheless Film Division were ultimately responsible for ensuring that the commercial was of the required standard and madeto a budget that provided value for public money. Discussions about what was an acceptable budget were often difficult Once a production company and script were agreed Film Division negotiated a budget and contracted the production company. The Film Division producer supervised the production of the commercials in conjunction with the agency representatives. For the most part the tripartite teams of Advertising Division, Film Division and the chosen advertising agency worked well. From time to time there was friction generally on the financial implications of scripts or choice of production companies and their budgets. Problems sometimes occurred when there were personality clashes. In some cases agency personnel resented the presence of Film Division Producers on location. In some ways it was ever thus. For people new to working with theFilm Division whether in production companies, advertising agencies or in Departments many were, (as noted earlier)slow to understand the exact role of the Film Division Producer. What did the Producer bring to the Party? Getting round the problem lay, very largely, with the effort the Producer made to quickly build up good personal relationships, to demonstrate to the agency people a grasp of the subject being handled and a sound knowledge of production issues in making television commercials. In the febrile atmosphere of commercials production personal chemistry was key. The upside of making television commercials for the public service was that many of the subject areas led to campaigns that were clearly positive, and induced a feel-good attitude in those making them. When personal chemistry was in good order,it led in turn, to good relations and a smooth production. Thus all concerned benefited from the production of award winning commercials. For example road safety campaigns to encourage the use of Seat Belts, the Peach and Hammer series and the work to encourage vehicle drivers to maintain a safe distance from the vehicle in front calledThe Two Second Rule. Campaigns against drinking and driving, campaigns warning about the dangers of smoking and campaigns warning of the dangers of Aids produced a steady stream of satisfying work of very high quality that was recognised in a number of international Awards asJohn Hall Director Film Division recalled: I was a delegate, among some 2000 delegates, at the annual International Advertising Film Festival in Cannes for several years in the late 1970s and early 1980s. It was verygood to see the number of awards gained by both the COI television commercials and television fillers both of which appeared in the Public Service Section of the Festival. In the first few years that I attended the Festival, Britain, as represented by the COI, was markedly ahead of any other country in terms of the creativity being deployed to produce persuasive public service messages on social themes. In later years the creative competition increased leaving the distinct feeling that other countries, notably in Europe and Latin America had taken some account of what we were doing. What was Made 1960 to 1989 The records of television commercials produced in this period are very incomplete. It is not clear why this should so. If anyone viewing this list has more information about COI television commercials please make contact through our email address so that the information can be added to the records. The nature of television commercials produced as part of a campaign was that there were usually a number of commercials produced of varying lengths.. Therefore this list is of campaigns for which commercials were produced together with such information as there is about individual commercials.
1960
Premium Bond Campaign
Premium Bonds: Clerk (click here to view from BFI) this is one in a series of television commercials made to promote Premium Savings Bonds, which were still relatively new, having been launched in 1956. The government-guaranteed bonds were unveiled by Harold Macmillan and soon became popular.This commercial promoting the popular savings bonds is unusual in featuring a fictional character, rather than the real-life winners who generally appeared. The comic poetic commentary is probably one of comedian Cyril Fletcher's Odd Odes, which usually featured a Cockney character.
1964is the first year for which information is available. Don’t Drink and Drive Campaign for the Department of Transport: Office Party a commercial made by the animation company Halas and Batchelor and directed by John Halas. It was in the form of a collage of still pictures of an office party. A montage of still images, some collaged onto backgrounds, show the passage of an office Christmas party with men and women drinking. A male voice-over and diagrams give details of the increased risk of car accidents after drinking different quantities of alcohol. A man and a woman leave the party, but the woman stops the man driving and they hail a taxi. End slogan: Don't ask a man to drink and drive. 1965 Don’t Drink and Drive Campaign for the Department of Transport: Bus driver anewcommercial for this campaignfrom the perspective of a bus driver 1966 Earning Related Benefits Campaign Revised Benefitsan announcement to advise the public about this revision to the new benefit. Crime Prevention Campaign Car Thief-Lock Your Car a commercial giving advice to motorists about the need to lock their car doors 1967No Information 1968 Export Intelligence Campaign Export Intelligence Small firmsananimation commercial about the Export Intelligence Unit at the Board of Trade. A rich industrialist next to a large union jack marked box says he owns a large firm and gets advice from Export Intelligence at the Board of Trade. A less illustrious man with a smaller box says the same of his medium sized firm. A man with a work-jacket over his suit and a very small box doubts that there is anyone to give him advice on export from his small firm. The voiceover contradicts him saying that Export Intelligence will help him grow. Production by Wyat-Cattaneo NFA ID 767869 Phoneanimationcommercial on the Export Intelligence unit at the Board of Trade. A man from Export Intelligence goes to use the phone and ends up giving advice to a telephone factory owner about selling his phones abroad. The factory owner does phone and ask and ask for advice causing all of his phones to ring with orders. Winner of the TV Mail Animation Award. Production by Wyat-Cattaneo Anti smoking Campaign Smoking and Health-Man no further information Smoking and Health –Woman no further information Smoking and Health –teenager no further information Decimal Currency Campaign DecimalCoinagewas being introduced into the UK. This was one of a number of commercials and Television Fillers explaining the introduction of the new 5p and 10p coins.
Department of Employment
On Course a commercial to promote vocational training. Little Higgins who wants a job goes to see a careers advisor at the Youth Employment Service who provides advice and arranges for him to go on a vocational course. NFA ID 767859 1969 Home Improvement Grants Lavatoriesanimation commercial about building grants. A man in a nightshirt carrying an umbrella walks out to his outside loo in the middle of the night grumbling to himself. The voiceover (John Le Mesurier) tells him about the £50 grant available to get an inside toilet. End slogan: "Ask at Your Town Hall or Local Council Offices." Production by Wyat-Cattaneo NFA ID 767863 Bathroomsas above 1970 Ulster Defence Volunteer was screened only in Northern Ireland and was a call for volunteers to join the force. Brigadier Scott Bowden explains the aims of the newly formed Ulster Defence Regiment and canvasses for recruits Decimal Currency Campaign Sweetshopa commercial that was part of the on going introduction of decimal currency Demise of old pennycommercial telling people to spend their pennies and threepenny bits before they cease to be legal tender. Road Safety Campaign Hugh Fishinganimation commercial about driving safely. Hugh fishes on the banks of a river and explains that he is a patient man - the voiceover questions him to see if it is also true of his driving. He says that he is but the visuals show evidence contradicting his claims, resulting in an accident through his impatient actions. Production by Wyat-Cattaneo Seat Belt Slow Motion one of the first commercials advising people to wear a seat belt presented by Jimmy Savile. A test dummy without seatbelt shown flying through windscreen during crash test 1971 Road Safety Campaign Driving-Too Close for Comfort wasabout the dangers of driving too close to the vehicle in front
Census 1971Campaign
Census a television commercial encouraging the public to take part in the Census
Decimal Currency Campaign
Decimal Currency - System a commercial that was part of a campaign explaining the new currency
1972 Road Safety Campaign – Seat Belts Clunk click – Loose objects about an individual who is not wearing a seat belt in a car to be much like an egg in a large box - a loose object. Tagline: 'Clunk, Click Every Trip Clunk click- Shopping no further information Thesecommercials saw the launch of the campaign to encourage the wearing of seat belts presented by Jimmy Savilea well known television personality. While it had been compulsory for car makers to fit seat beltsby1965, by 1972 only around 30% of drivers did so regularly. Considerable efforts had been made to encourage the public to wear seatbelts with only modest success. The 1972 campaign with Jimmy Savile aimed to raise this figure. The commercials listed above, very probably with some others were given a high rate of transmissions for a 13 week period. Memory of the research at the time showed that the observed frequency of seat belt wearing rose during the 13 weeks from around 30% to around 39%. After transmissions ceased wearing of seat belts fell back to 30%.Not until 1983 when new legislation was brought in to make seatbelts compulsory. was the level of of wearing seatbelts rapidly raised to around 90%. Crime Prevention Campaign Watch out! Ticking Clocka commercialpromoting home security. With the slogan: "Watch out! There's a thief about". Prison Officer Recruitment Campaign Prison Officer Recruitment television commercial aimed at recruiting Prison Officers 1973 Road Safety: Separation Distances Campaign Separation Distances- Football Fanswaspart of campaign to encourage drivers to maintain safe distances between them and the car in front. Production by James Garrett Films Separation Distances - Honeymoon part of a trial campaign to judge the effectiveness of the message “keep your distance from the car in front” by concentrating a heavy rate of transmissions in one regional television station area. Observations of driving too close were made before, during and after transmissions. The results of the research showed clearly that the target drivers, those that did drive too close to the car in front, were not receptive to this message. Production by James Garrett Films Pedestrian Safety Campaign Peach and Hammer- Carol Hill commercialencouraging the use of pedestrian crossings by juxtaposing a schoolgirl being hit by a car crossing a busy road with a peach being hit by a hammer. Production by Illustra Films directed b John Krish Peach and Hammer- Mancommercial encouraging the use of pedestrian crossings by juxtaposing a middle-aged man crossing a busy road and hit by a car with a peach being hit by a hammer. Production by Illustra Films directed b John Krish. Research showed they were very effective. Fire Prevention Campaign Fire Prevention - Sarah Michael Aspel advertises a Home Office booklet on domestic fire precautions. He introduces six year old Sarah who has spent a great deal of time in hospital due to severe facial burns. Campaign tag line 'Keep matches away from children' Production by GPA Films 1974 Save It Campaign was mounted to encourage everyone save energy during the strike by coal miners that started in the early part of 1974. Save It Delia Smith: Little Thingsthe cook Delia Smith was then the cookery correspondent of the Evening Standard newspaper. She made suggestions about how to make energy savings when cooking. Strap line was "Energy Sense is Common Sense". Save It Delia Smith - Sunday Lunchas above,making suggestions about Sunday lunch. Save It Barry Bucknell - Water Heaterdemonstrated fuel savings in the airing cupboard, lagging a hot water tank with a 3inch that jacket cuts out 80% of heat loss. Saving money with good insulation. Save It -Oil Tankerno further information Save It -Industrial Townno further information
Save It - Paddy Hopkirk Under the Bonnet Paddy explains that regular car service and making sure that tyres ar pumped up will save petrol and money.Tag line is "Energy Sense Is Common Sense" Road Safety Seat Belts Campaign Clunk click –Seat Belts Dina Gibbsno further information Clunk Click – Seat Belts Deadly Weapons no further information Clunk click – Broken Bottles no further information These three commercials formed the television campaign for 1974 which was transmitted for 13 weeks. Pedestrian Safety Campaign Peach and Hammer- David Kilburn was another commercial in the series as the campaign entered a second year. Production by Illustra Films directed by John Krish Road Safety -Drink and Drive Campaign. Mike commercial made by Illustra Films no further information NFA ID N-422960 Fire Prevention Campaign Fire Prevention- Houseno further information
Fireworks - Eyes (click here to view from BFI)part of the annual campaign to promote the safe use of fireworks,
1975 Save It Campaignwas mounted to encourage everyone save energy. Save It -Homes no further information 1976 Road Safety Drink and Drive Campaign Drink and Drive -Stratford Johnwaspart of the annual campaign.Usually transmitted around the Xmas period. This commercial featured actor Stratford John. Road Safety Child Safety Campaign Children's Heroes Joe Bugnerno further information Foster Parent Recruitment Campaign Fostering Gran a campaign to encourage people to become foster carers. A woman reflects on her decision to foster Chris after her own children have grown-up and left home. 1977 Television Licence Evasion Campaign Television Licence Evasion acommercial warning the public about the penalties for evading payment for this licence. Production by Moo Movie Films and directed by Ian Moo Road Safety - Drink and Drive Campaign Drink and Drive - What Do We Do?A commercial about the penalties for drinking and driving featuring the song "What do we do with a drunken driver" the list of penalties for a sentence are listed - the fine, loss of licence, higher insurance payments, inability to hire a car. Slogan: Think before you drink before you drive. Production by James Garrett Films Drink and Drive- The Difference a series of driving situations are shown twice, with a mistake or accident occurring the second time with each. The voiceover asks what is the difference between each, and then shows a half pint of beer which contains as much alcohol as a single scotch. Slogan: Think before you drink before you drive. Production by James Garrett Films Road Safety - Pedestrian Safety Campaign Pelican Crossing –Dad’s Armya commercial featuring Dad's Army platoon on patrol across a Pelican Crossing. They are confused by the flashing amber warning light. Sergeant Wilson explains the procedure. Production by Brooks Fulford Films
Army Recruitment Campaign
Army ll. Ticking recruitment for the UDR. A clock ticks down to midnight. the narrator speaks of there UDR looking for planted bombs in Northern Ireland. Tag Line "The more men who do their bit the quicker we'll get back to normal - Join the the UDR. Ring Freephone 700 now" Made by James Garrett and Partners. NFA ID N-3684199 1978 Road Safety –Pedestrian Safety Campaign Road Safety - Mark AngelaDuvitski plays a young mother who gets distracted by the milkman after forgetting to purchase eggs. A door that isn't shut properly, a every day distraction and a gate left open are all highlighted as Mark her under five year old boy gets out on to the street. The sound of screeching tyre's is followed by smashing of eggs as they fall to the floor. Directed by John Krish NFA ID 755521 Road Safety - Drink Drive Campaign Drink and Drive- Parallelswas a cinema advertisement for the annual drink-driving campaign during the Xmas period. Production by Park Village Films Drink and Drive -Crosscut Young Couple cinema commercial promoting the dangers of drinking and driving. Footage of a young couple getting ready to meet is intercut with the man drinking in a pub, the woman dressing, applying make-up and checking her appearance. He picks her up but they are involved in an accident - the crosscutting continues as he is taken off by the police, and she by an ambulance. Department of Employment - Youth Opportunities Campaign Pinballatelevision commercial promoting the benefits of Youth Opportunities Programme for young adults. A young man is trapped on a giant pinball machine, bouncing off the obstacles of no vacancies, no jobs and no experience until he lands in the youth opportunities programme and lands in a job. Production by Sid Robertson Swimming Poolvariation on the above Ministry of Defence Army Recruitment Campaign I’m Dead a recruitment commercial. A voice over describes the first night training mission having to make it back to base after their officer told that the bad news was that he was dead. Production by Spots Films The Professionalsatelevision commercial for army recruitment. The qualities of officers, instructors and a cook of the army are described over footage of them in action. End slogan: "The Professionals - if you've got it in you, we'll bring it out. Production by Spots Films Army Top Team through a new recruit training process a group of soldiers have become a strong team. Tagline(narration) "Want to make something of yourself? We're in the phone book under Army." Tagline (on screen) "The Professionals. If you've got it in you well bring it out" NFA ID N-3649309 Road Safety - Seat Belts Campaign Seat Belts - Human Cannonball (click here to view from BFI) television commercial on the dangers of not wearing seatbelts A man gets into a cannon to be a human cannonball, as the voiceover says that you would have to be a fool to agree to be shot through a plate glass window at 30mph, but that is what happens to those who do not wear their seat belts on trips around town where most accidents happen. End slogan: On a short trip Clunk Click Every Trip. Production by Park Village Films Television Licence Evasion Campaign Television Licence Evasion - Coffee Morning No further information The difference in the numbers of commercials inproduction as between 1977 and 1978 reflects dates of completion of projects that may have run over two years. 1979 Road Safety - Seat Belts Campaign Seat Belts - Billy Blunders a commercial featuring Billy Blunders This is an incomplete list of the Television Commercials produced between 1960 and 1979. If any viewers have further information about any commercials not included in this list please write in through "Contact Us"