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Lucky Generals logo

advertising agency

Lucky Generals

Lucky Generals is an advertising agency that specializes in brand strategy, creative advertising, integrated marketing campaigns, and content creation for the marketing and promotion of products and services. The company defines itself as a creative company for people on a mission. Founded in 2013 by Helen Calcraft, Andy Nairn and Danny Brooke-Taylor. FrameThrower's visual library has 97 Lucky Generals commercials (2014–2026), cut shot by shot, 22 of them award-winning, for clients including Yorkshire Tea, Amazon, Taylors of Harrogate and Virgin Atlantic, directed by Wayne McClammy, Ben Strebel and Steve Reeves among others.

Visit luckygenerals.com
97
Commercials in our library
22
Award-winning
2014–2026
Active
2013
Founded

01 · Featured

Lucky Generals's most awarded commercial

Video: irnbru on YouTube

Clio Awards Gold 2026

IRN-BRU “This Is Not A Soft Drink” 2026

A young boy challenges the notion of IRN-BRU being a soft drink, leading to a series of humorous and heartfelt declarations about what the iconic Scottish beverage truly represents.

Directed by Elliott Power · Lucky Generals · Love Song

See the spot →

02 · Directors

Notable directors at Lucky Generals

Who made the work, and how much of it won awards. From the credits on every spot.

03 · Clients

Lucky Generals's clients

Every brand in the library, by award-winning work.

  • Yorkshire Tea2020–2026

    11 commercials · 6 award-winning

  • Amazon2015–2022

    9 commercials · 5 award-winning

  • Taylors of Harrogate2019–2025

    5 commercials · 2 award-winning

  • Virgin Atlantic2023–2025

    5 commercials · 2 award-winning

  • Amazon Alexa2018–2022

    2 commercials · 2 award-winning

  • Rubicon2025–2026

    5 commercials · 1 award-winning

  • Cruzcampo2024

    1 commercials · 1 award-winning

  • Absolut2014

    1 commercials · 1 award-winning

  • IRN-BRU2026

    1 commercials · 1 award-winning

  • Make My Money Matter2024

    1 commercials · 1 award-winning

  • Co-op2019–2023

    6 commercials

  • Zoopla2022–2024

    4 commercials

Also: timeTo, The Guardian, Birra Moretti®, Taylors, Paddy Power, The Co-op, Universal Resort, Pot Noodle, Premier Inn, OnePlus, Yopa, Taylor's Of Harrogate

04 · Works with

Who Lucky Generals works with

From the credits: the companies behind the spots, by number of spots.

05 · Awards

Lucky Generals's awards

Award-winning commercials in the library, by their best award, and the company honours we could source.

  • 5

    Creative Circle

    .

  • 4

    British Arrows

    .

  • 3

    Kinsale Sharks

    .

  • 2

    Epica

    .

  • 2

    Clio Awards

    .

  • 1

    shots Awards

    .

  • 1

    Ciclope

    .

  • 1

    AICP Awards

    .

Top award-winning spots

06 · Work

Commercials by Lucky Generals

Our visual library has 97 Lucky Generals commercials, cut shot by shot. Here: the latest, then the most awarded; open the library for every one.

Per year · gold = award-winning

2015
2020
2025

Latest

IRN-BRU “This Is Not A Soft Drink” (2026)© IRN-BRUIRN-BRU “This Is Not A Soft Drink” 2026Clio Awards Gold 2026
Rubicon “Big Flavour Behaviour” (2026)© RubiconRubicon “Big Flavour Behaviour” 2026Creative Circle Bronze 2026
Universal Resort “Lil Bro” (2026)© Universal ResortUniversal Resort “Lil Bro” 2026
The Guardian “The Whole Picture” (2026)© The GuardianThe Guardian “The Whole Picture” 2026
Virgin Atlantic Holidays “If Not Now - When” (2026)© Virgin Atlantic HolidaysVirgin Atlantic Holidays “If Not Now - When” 2026

Most awarded

07 · For producers

What producers use Lucky Generals's page for

  1. 01Who Lucky Generals hires

    Before a pitch, you need to know which directors and production companies an agency trusts.

    The directors and production companies behind Lucky Generals's 97 commercials, spot by spot.

    IRN-BRU “This Is Not A Soft Drink”© IRN-BRUYorkshire Tea “Pack Yer Bags”© Yorkshire TeaAmazon Alexa “Mind Reader”© Amazon AlexaAmazon “Not Everything Makes the Cut”© Amazon
    Steve Reeves · Wayne McClammy · The Perlorian Brothers

  2. 02Audit an agency's work

    Comparing companies means hunting through reels, trade press and award sites.

    Lucky Generals's work by year, brand and award in one place, and the companies with a similar body of work.

    BBDO© PETAOgilvy© DoveDroga5© The New York TimesWieden+Kennedy© DoorDash
    Similar: BBDO, Ogilvy, Droga5

08 · Questions

About Lucky Generals

What commercials has Lucky Generals made?+

97 in the library, 2014–2026, including IRN-BRU “This Is Not A Soft Drink”, Yorkshire Tea “Pack Yer Bags”, Amazon Alexa “Mind Reader” and Amazon “Not Everything Makes the Cut”.

Which directors does Lucky Generals work with?+

Steve Reeves (7), Wayne McClammy (6), The Perlorian Brothers (5), Tom Speers (4), Nicolai Fuglsig (3) and Mr Francois (3).

What awards has Lucky Generals's work won?+

22 award-winning spots, including Clio Awards Gold 2026 for IRN-BRU “This Is Not A Soft Drink”, British Arrows Gold 2024 for Yorkshire Tea “Pack Yer Bags” and British Arrows Gold 2023 for Amazon Alexa “Mind Reader”.

Who are Lucky Generals's clients?+

In the library: Yorkshire Tea (11 commercials, 2020–2026), Amazon (9 commercials, 2015–2022), Taylors of Harrogate (5 commercials, 2019–2025), Virgin Atlantic (5 commercials, 2023–2025), Amazon Alexa (2 commercials, 2018–2022) and Rubicon (5 commercials, 2025–2026).

09 · Discover

Other agencies with similar work

Not connected to Lucky Generals: matched by the ideas, tone and categories of their commercials.