The following are some of Bartle Bogle Hegarty's best-known ads and achievements:
The “Three Little Pigs” fairytale reimagined to show The Guardian’s model for journalism in a new age. It won Lions awards at Cannes in the Film and Film Craft categories.
BBH has done plenty of amusing – and sometimes slightly offensive – work for the Axe brand (Lynx in the U.K.) But it was this spot, “Susan Glenn,” in which Kiefer Sutherland narrated a story about a high school crush, that leaves a lasting impression for its surprising sweetness and the point of view of a hopeless crush all grown up.
In the years following BBH’s founding, Mr. Hegarty made his mark as an art director, creating such iconic ads as the “Launderette” spot for Levi’s in 1985, featuring model Nick Kamen making sure his jeans were properly stonewashed – and stripping down in public. In another Levi’s spot, a young actor and model named Brad Pitt made an early appearance.
Also for Levi’s, BBH created the slogan, “when the world zigs, zag” – and liked it so much that it became the agency’s own tagline as well.
BBH won Cannes first every agency of the year award in 1993, Mr. Hegarty was honoured with the first ever “Lion of St. Mark” at Cannes in 2011, honouring “a long and outstanding contribution to creativity in communications.”
The agency’s ads for Boddington’s in the 1990s are among Mr. Hegarty’s own favourites. They sold the beer based on its creamy froth. He tells the story in his book, Hegarty on Advertising: “Perceived wisdom said creaminess wasn't an attribute that sold beer. We disagreed. It was - and is - what made it different. It was the truth of the brand. So, we created the slogan ‘The cream of Manchester’ and exaggerated the creamy aspect of the beer, showing it as an ice-cream cone, shaving-cream, hair-cream and many more executions. We captured the consumer's imagination with irreverent images and, in doing so, turned Boddingtons into a cult brand. You can see the lineage in this campaign all the way back to that original Volkswagen work, by Doyle Dane Bernbach, in the early '60s. So, as society changes and as brands and products innovate, it becomes the responsibility of the creative person to capture the essence of that change and the opportunity it offers.”
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