Lida executive creative director Nicky Bullard has described the inspiration behind the tongue-in-cheek Carte D'or He's Not Your Dad TV commercial, as part of The Drum’s Dream Awards that will champion how the big idea rather than the channel are underpinning the strongest marketing in a multi-channel world.
Bullard is the latest creative force to sit in with The Drum’s resident psychiatrist Dr Sarracenia, following Wieden + Kennedy's Freddie Powell and BBH's Rosie Arnold, where she explained the dream that inspired the famous ice-cream ad.
"It was like any other dream really," she recounted. "It was Sunday lunch and we were all sitting around the table, just me and my family and I asked a simple question, 'can you pass the potatoes please Dad?' when my Nan said, 'He's not your dad, we don't know who your dad was'."
While some things, like ice cream, are meant for sharing Bullard added, perhaps revelations around parternity are best left alone.
The video is part of a wider Lost Boys-created campaign that features photography by Julian Hanford. Other creative visionaries will also visit Dr Sarracenia’s couch in the video series alongside press and social media activity.
It is this focus on how the big idea encapsulates everything about marketing that forms the basis for The Drum’s most eclectic awards to date. Launching this week, The Drum is calling out all creatives – from publishers to production companies, technology makers to PR agencies – to contest its Dream Awards.
The Dream Awards will be judged by leading industry figures including Rosie Arnold, deputy executive creative director at BBH London, Guy Duncan, global creative director at Coca-Cola and Trevor Beattie, founder of Beattie McGuinness Bungay. The awards boast a broad range of vertical sector and medium-based categories, covering everything from TV and outdoor to experiential and creative technology.
The deadline for the Dream Awards is Friday 19 June. To find out more and enter the awards visit the dedicated website.