Advertising agency in London
HHCL
|
Formerly
| Howell Henry Chaldecott Lury and Partners
|
---|
Industry
| Advertising agency
|
---|
Founded
| 17 October 1987
; 36 years ago
(
1987-10-17
)
|
---|
Founders
| - Rupert Howell
- Steve Henry
- Axel Chaldecott
- Adam Lury
- Robin Price
|
---|
Defunct
| 2007
(
2007
)
|
---|
Fate
| Closed by
WPP plc
|
---|
Headquarters
| ,
United Kingdom
|
---|
Parent
| Chime Communications Limited
|
---|
HHCL
(formally
Howell Henry Chaldecott Lury and Partners
) was an advertising agency based in London. The agency devised campaigns for
Tango
, including the
Orange Man
commercial in 1991, and
St George
, for
Blackcurrant Tango
, in 1997.
[1]
In 1994, it created the
Does exactly what it says on the tin
campaign for
Ronseal
.
The firm was voted 'Agency of the Decade' by
Campaign
magazine in 2000.
[2]
After mergers and a name change to
United London
, the agency closed in the beginning of 2007.
[3]
History
[
edit
]
Howell Henry Chaldecott Lury & Partners was founded by Rupert Howell, Steve Henry, Axel Chaldecott, Adam Lury and Robin Price and launched on October 17, 1987.
HHCL was bought by
Chime PLC
in October 1997,
[4]
and merged into the Red Cell Network in January 2002.
[5]
The HHCL initials were dropped and the agency became United London in January 2006, before being closed down by its owner
WPP Group
in the beginning of 2007.
[3]
Philosophy
[
edit
]
HHCL believed that the quality of a company's communications could lead to a real competitive advantage and produced a book written by Adam Lury:
Marketing at a Point of Change
which expounded this view.
[6]
HHCL regarded themselves as
professional radicals
?a positioning later applied to the agency as a whole.
[7]
Campaigns
[
edit
]
In the early nineties, the agency created commercials for
Maxell
cassettes
[8]
using commonly misheard lyrics shot in the style of the video for
Subterranean Homesick Blues
by
Bob Dylan
.
HHCL devised a commercial for
Tango
in 1991, in which a young man drinks some Tango, and a large orange man then runs up to him and slaps him on the face while two astounded commentators report on the action. The commercial was voted the third best commercial of all time by Channel 4 in the United Kingdom.
[9]
After children began copying the orange man's slap, the commercial was banned and re-shot with the orange man planting a kiss on the Tango drinker. Despite the controversy, The
Orange Man
advertising campaign
was very successful at raising Tango's sales and profile.
In 1994, the agency rebranded the vehicle breakdown service
The Automobile Association
as
The Fourth Emergency Service
, and was responsible for the line 'It does exactly what it says on the tin' for
Ronseal
.
[10]
In October 1996, HHCL created the commercial
St George
for Blackcurrant Tango.
[1]
The commercial was voted one of the 100 best commercials of all time.
[11]
In 1997, HHCL and the brand consultancy,
Wolff Olins
jointly launched the airline,
Go
.
[12]
In August 2000,
Time Computer Systems
handed its advertising account to HHCL, which saw the end of the adverts featuring Leonard Nimoy of
Star Trek
.
[13]
In 2002, a campaign created by HHCL for
Easynet's
broadband services showed both male and female bosses punching their employees for wasting company money. The Advertising Standards Authority banned these adverts ruling that they could cause serious or widespread offence, and that they condoned violence and anti-social behaviour.
[14]
References
[
edit
]
External links
[
edit
]