A Lonely Crane Driver Finally Feels Some Love in McVitie's Delightful Animation
Grey's Latest Spot Features a Voiceover by Sally Hawkins and Direction by Smith & Foulkes
Editor's Pick
McVitie's, the U.K. snack brand, uses the story of a lonely crane driver to illustrate a new tagline, "Sweeter Together," in a delightful new animated spot out of Grey London.
The film shows how the high rise crane driver feels lonely and left out when he sees his construction worker colleagues taking a tea break way down below. He tries to signal to them, but they don't appear to see him. He's so lonely he even tries to connect with the pigeons, but they fly away too. Eventually, though, it turns out his co-workers were thinking about him after all, and have sent up some biscuits (cookies in U.S. parlance) and tea on a steel beam.
The animation on the ad is by directors Smith & Foulkes through Nexus, and the final voiceover, telling us "Sometimes the little things are actually the really big things," is by Sally Hawkins, nominated for an Oscar for "The Shape of Water."
The ad is the first in a series that will illustrate a new theme for McVitie's of bringing together disconnected people over a biscuit. It's an evolution of Grey's previous campaign, taglined "Sweeeet," that revolved around puppies, kittens and other cute creatures emerging from packs of biscuits.
Credits
- Date
- Mar 12, 2018
- Agency :
- Grey-London
- Brand :
- Barnardo's
- Client :
- Barnardo's
- Vice President, Marketing :
- Sarah Hymen
- Director, Marketing :
- Kerry Owens
- Head of McVie :
- Jonathan Bull
- Creative Director :
- Nick Rowland
- Creative Director :
- Lex Down
- Copywriter :
- Thomas Worthington
- Copywriter :
- Greg Ormrod
- Copywriter :
- Sander Vos
- Copywriter :
- Tom Reas
- Art Director :
- Thomas Worthington
- Art Director :
- Greg Ormrod
- Art Director :
- Sander Vos
- Art Director :
- Tom Reas
- Agency Producer :
- Marcus Eley
- Agency Producer :
- James Plaxton
- Creative Producer :
- Beth Sykes
- Creative Planner :
- Fiona Keyte
- Creative Planner :
- Daniel Sherrard
- Business Director :
- Sarah Quinn
- Account Director :
- Max Arkell
- Account Manager :
- Sebastian Van Driel
- Media Agency :
- Wavemaker Creative
- Media Planner :
- Sarah DeLooze
- Media Planner :
- Elizabeth Robinson
- Production Company :
- Nexus Studios
- Executive Creative Director :
- Chris O Reilly
- Director :
- Smith & Foulkes
- Executive Producer :
- Tracey Cooper
- Production Manager :
- Maiwenn Le Borgne
- Production Manager :
- Derek Walsh
- Art Director :
- Callum Strachan
- CG Supervisor :
- Florian Casper
- Lead Animator :
- Dominic Griffiths
- Character Design :
- Cecille Carre
- Character Design :
- Joao Pedro Sustelo
- Editor :
- David Slade
Need a credit fix? Contact the Creativity Editors
Related work

Barnardo's: Snarling hyenas symbolize bullies in this spot by kids' charity Barnardo's

Barnardo's: Land Rover is '70 years young' in anniversary ad with lots of kids but not a car in sight

Barnardo's: Why the Chicago Sun-Times went blank on its cover
