St George (advertisement)
| Agency | HHCL + partners |
|---|---|
| Client | Britvic |
| Language | English |
| Running time | 90 seconds |
| Product |
|
| Release date(s) | 1 October 1996 (television) |
| Directed by | Colin Gregg |
| Music by | Felix ("Don't You Want Me") |
| Starring |
|
| Production company | Eclipse |
| Country |
 United Kingdom |
| Budget | £400,000(campaign) |
St George is a multi award winning commercial for the British soft drink, Blackcurrant Tango.[1] The commercial was created by Chas Bayfield and Jim Bolton at the UK advertising agency, HHCL + Partners and was directed by Colin Gregg at the production company, Eclipse, for the client David Atter at Britvic.
The advert only appeared on national television ten times, mostly in advert breaks during the Channel 4 series TFI Friday. It won several major advertising awards in 1998, notably a Cannes Gold Lion and a Silver Pencil from D&AD in London. It has been voted one of the 100 best commercials of all time[2] and was popular for its latent jingoism and the fact that it appears to have been filmed in one continuous shot.
The advert also saw the re-release of "Don't You Want Me" by Felix, which features in the advert, as a CD and cassette release, which also featured the Tango Blackcurrant logo. It reached number 17 in the UK Singles Chart.
Sequence
St George opens with Tango spokesman, Ray Gardner, in his office in the headquarters of Tango. He appears to be doing a corporate video. He has a letter in his hand from a French exchange student, Sebastien, who is critical of new blackcurrant flavoured Tango. Ray walks forward, bumping into the camera before continuing his rant through the office. He is joined by some colleagues who follow him out into the car park where, now in full flow, he begins stripping off. Ray is joined by more staff who help him off with the rest of his clothes, revealing some bright purple boxing shorts under his trousers. Ray and his entourage arrive seamlessly on the White Cliffs of Dover where a flag waving army of supporters have gathered to cheer on their leader. The commercial is now fully widescreen and the action is accompanied by rousing anthemic dance music - "Don't You Want Me" by Felix. As they help him into some purple boxing gloves and place a purple cloak around his shoulders, Ray continues his rant against Sebastien. On the edge of the cliffs is a boxing ring which Ray climbs into, before challenging Sebastian, France, Europe and the world to a fight. In the sky behind him, three Harrier Jump Jets appear and tilt menacingly.
Production
The commercial was originally planned to be only 30 seconds long and was intended to be an attack on Coca Cola. The decision to make it longer came from Tango's desire to surprise its customers and because the only soft drinks brand that could afford to do such a long commercial was Coke. Using so much of the budget on the production (rather than airtime) and only airing it 10 times was a risk that Tango believed was worth taking. Prior to St George, Tango had already an advertisement for the same flavour.
The commercial was filmed in three days in April 1996 by the TV drama director, Colin Gregg. There are several tricks in St George. The style moves from a corporate video style - Gardner bumps the camera at the beginning – to epic widescreen whilst he is running towards the White Cliffs. Gardner also moves from a 20th storey office to the ground floor, then to the office car park and the White Cliffs, all apparently in one take. In fact, Gardner passes a white wall on leaving his office and his position is matched exactly against a white wall on the ground floor. Similarly, Gardner’s position as he passes a Tango truck in the car park had to be replicated exactly to match his actions as he passes the truck on the White Cliffs. Not only that, Gardner needed to step out of his trousers, something which needed nearly 30 takes to get right.
The office section was shot in a new high rise development overlooking East Croydon railway station, the car park was in a business park in Welwyn Garden City and the White Cliffs filmed at St Margaret's at Cliffe, Kent. Ray's office and the White Cliffs were filmed first and the car park sequence was shot to link the two together. It didn't help that on the first two days of filming, the weather was fine but on the third, it snowed. Due to health and safety regulations, the crew weren't allowed to use real Harrier jets on the day – the planes were computer generated afterwards by the digital visual effects company, Framestore CFC.
St George was not the first advertisement for Tango Blackcurrant, as one had previously aired in 1995 when the flavour was launched with different packaging. Nonetheless, St George remains the better known advertisement, and won a D&AD "Silver Pencil" design award in May 1998, a Cannes "Gold Lion" in June 1998 and won the Film Four "Best Long Commercial 1956-2001" in June 2007. Ray Gardner later won the "ITV Best Actor In A Commercial" Award for his performance.
The advert itself features numerous Tango branded items, such as the "Tango doll", vending machine, Still Tango poster, Tango door sticker, a Tango Blackcurrant delivery lorry and Tango Blackcurrant flags as well as numerous members of staff from Britvic, the makers of Blackcurrant Tango.
Legacy
The "'96 Pugilist Mix" of the Felix song "Don't You Want Me" features samples of the Tango advert. An earlier unreleased and unfinished version of the mix features in the advert. The single release of the "'96 Pugilist Mix" features the Tango Blackcurrant logo on the packaging, and it reached number 17 on the UK Singles Chart in October 1996.[3] The song later featured on the hits compilation Hits 97.
In March 1997 in the run up to the General Election, Tango started an unusual campaign called "Vote Orange Tango" whose singular television advertisement featured someone portraying Ray Gardner. The advert featured four flavours of Tango competing in an "election", and the advert is presented as a party political broadcast for the Orange flavour, featuring an Orange spokesperson firstly talking about the four flavours of the drink, and before encouraging the audience 'Vote Orange Tango'. He adds negative remarks about the apple, blackcurrant and lemon flavours, with the Blackcurrant remarks seeing him walk to the roof of a building where the character of Ray Gardner (played by someone other than Gardner) is still shown expressing his anger, before falling, tired, into a puddle. The spokesperson criticises "Blackcurrant Tango" as "stinky wind".
Despite the ties to the blackcurrant flavour, Gardner later appeared in two advertisements for the orange flavour. The first of these, Clowns, aired between late 1997 and early 1998 and showed him encouraging a colleague at an event where clowns were being run over by giant trucks. The advertisement was released to promote the send-away Tango Horn toy, but Tango themselves appeared to deem the advert a failure when an advertisement from early 1998 humorously dismissed the advert as such. Gardner's second subsequent Tango advert aired in mid-1998 during the 1998 FIFA World Cup and showed Gardner advertising a competition to win television sets as part of the drink's World Cup promotions. He sported the same uniform as in the start of St George. Additionally, Gardner appeared in several wraparound stings (break bumpers) during ITV's coverage of the World Cup where he is shown exploring Paris between games, although these stings are free of any Tango branding.
Campaign Live also ranked St George at number 2 in their 2008 list of the "Top 10 Funniest TV Ads of All Time".[4] Despite the advert's success, there were no further advertisements for Tango Blackcurrant and the flavour was discontinued after several years, although it was relaunched as an Asda-exclusive flavour in 2011, and by late 2012, other retailers were selling the flavour. Nonetheless, St George remains the final advertisement for the drink.
See also
References
- ↑ "Blackcurrant Tango 'St. George'". FrameStore-CFC.
- ↑ Kanner, Bernice. 100 Best TV Commercials: And Why They Worked. (Times Books, 1999).
- ↑ http://zobbel.de/cluk/CLUK_F.HTM
- ↑ http://www.campaignlive.co.uk/news/865453/