A beloved chocolate commercial featuring a drumming gorilla has officially been crowned the UK’s favourite TV advert of all time, according to a new public vote celebrating the legacy of British advertising.
The 2007 Cadbury campaign, widely remembered for its unexpected and playful concept, topped the poll thanks to its unforgettable combination of music and visual storytelling. The advert shows a gorilla passionately playing drums to Phil Collins’ iconic track In the Air Tonight, building suspense before delivering the famous drum break. Its blend of humour, surprise, and cinematic flair has ensured its place in popular culture for nearly two decades.
Coming in second place was the classic Hamlet Cigars “Photobooth” advert from 1986. The spot follows a man struggling repeatedly to take a satisfactory passport photo, only to give up and find solace in a cigar. Paired with the soothing strains of Bach and the memorable tagline, it became one of the most recognisable adverts of its era.
Third place went to Guinness’ visually striking 1999 “Surfer” advert. Set against a dramatic seascape, it depicts a surfer waiting patiently for the perfect wave, reinforcing the brand’s enduring message about patience and reward.
More recent campaigns also featured prominently in the rankings. Bodyform’s 2024 “Never Just A Period” advert took fourth place for its bold and honest portrayal of menstruation, tackling stigma and sparking important conversations. Meanwhile, the energetic and surreal Tango “St George” advert from 1996 rounded out the top five with its over-the-top humour and memorable catchphrases.
Other entries in the top ten reflect the diversity and creativity of British advertising across decades, including Nike’s “Nothing Beats A Londoner,” Channel 4’s innovative 2023 idents, Sony Bravia’s colourful “Paint” explosion campaign, Levi’s stylish 1995 “Drugstore” advert, and Honda’s meticulously crafted “Cog.”
Industry figures say the results highlight the lasting emotional connection audiences have with standout advertising. “Great advertising enters the cultural conscience and stays there,” one spokesperson noted, emphasising how these campaigns go beyond selling products to become shared cultural moments.
The poll was conducted as part of a retrospective celebrating 50 years of British advertising excellence. Organisers hope the list not only honours past achievements but also inspires future creatives. As one representative put it, “These adverts show the power of storytelling to entertain, challenge perceptions, and leave a lasting impression.”
