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giffgaff “Ode To Bad” 2024

giffgaff “Ode To Bad” (2024) is a giffgaff commercial directed by Nick Ball for Neverland, produced by Blink. It won 2 awards, including Ciclope 2023 Silver Sound And Music Sound Design and British Arrows 2024 Craft Bronze — Sound Design.

A poetic ode to the bad things in life, from broken glass to goblins, ultimately revealing that bad experiences help us appreciate the good.

Video: Blink on Vimeo

Shot by shot

  1. A bright yellow car with glowing headlights and underglow speeds down a wet, dark city street at night, passing parked cars and buildings.© giffgaff0:08
  2. A young woman with dark hair in a bun, wearing a brown jacket, shouts into a green object in a dark, rainy alleyway with fires burning.© giffgaff0:40
  3. A light blue car is parked in a dark, empty underground parking garage, with a shopping cart rolling into its rear bumper.© giffgaff0:48
  4. A group of people at a dinner party are seen from a low angle, reaching for a decanter of red wine on a candlelit table.© giffgaff0:54
  5. A diverse group of people in formal wear are seated around a large dining table, eating and drinking, with a candelabra in the center.© giffgaff0:57
  6. A blurry extreme closeup of a person's mouth, slightly open, with bokeh lights in the background, in an interior setting at night.© giffgaff0:59
  7. A middle-aged man with grey hair and a white shirt smiles broadly, revealing crooked teeth, in a dimly lit interior with bokeh lights.© giffgaff1:00
  8. Two people, a man and a woman, stand under a neon green umbrella in the rain, smiling at a neon sign that reads "CONTRACT OF A LIFETIME".© giffgaff1:02
  9. A young man with dark curly hair, wearing a dark blue jacket with white striped collar, walks away from the camera down a dimly lit, narrow concrete tunnel.© giffgaff1:10
  10. A young man with blonde hair and a black hoodie looks intensely at the camera in a dimly lit, concrete tunnel.© giffgaff1:15
  11. Two men, one with blonde hair and one with dark hair, walk through a dimly lit, graffiti-covered underpass, looking around cautiously.© giffgaff1:23
  12. A young Black man in a varsity jacket walks down a city street at dusk, looking around with a thoughtful expression.© giffgaff1:30

Stills © giffgaff. Made by Neverland, Blink and Nick Ball.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Celebrating the bad to highlight the good, with a poetic voiceover and contrasting visuals.

Tagline: “we're up to good”

poetic voiceovercontrasting imageryurban decaynight to day transitionunexpected twistfound object

The cut

Length
100 s
Shots
47
Average shot
2.1 s

What creatives use giffgaff “Ode To Bad” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of giffgaff “Ode To Bad”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A bright yellow car with glowing headlights and underglow speeds down a wet, dark city street at night, passing parked cars and buildings.© giffgaffA young woman with dark hair in a bun, wearing a brown jacket, shouts into a green object in a dark, rainy alleyway with fires burning.© giffgaffA light blue car is parked in a dark, empty underground parking garage, with a shopping cart rolling into its rear bumper.© giffgaffA group of people at a dinner party are seen from a low angle, reaching for a decanter of red wine on a candlelit table.© giffgaff
    Frames from giffgaff “Ode To Bad”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of giffgaff “Ode To Bad” in order, with its length, framing and what happens in it.

    A bright yellow car with glowing headlights and underglow speeds down a wet, dark city street at night, passing parked cars and buildings.© giffgaffA young woman with dark hair in a bun, wearing a brown jacket, shouts into a green object in a dark, rainy alleyway with fires burning.© giffgaffA light blue car is parked in a dark, empty underground parking garage, with a shopping cart rolling into its rear bumper.© giffgaffA group of people at a dinner party are seen from a low angle, reaching for a decanter of red wine on a candlelit table.© giffgaffA diverse group of people in formal wear are seated around a large dining table, eating and drinking, with a candelabra in the center.© giffgaffA blurry extreme closeup of a person's mouth, slightly open, with bokeh lights in the background, in an interior setting at night.© giffgaff
    Length: 100 s · Shots: 47 · Average shot: 2.1 s

  3. 03Ad ideas: every spot built on a poetic voiceover

    Before you present an idea, you need to know who has done it, and how.

    giffgaff “Ode To Bad” is built on a poetic voiceover. Search the library by idea to see every spot that uses it.

    Channel 4 “Channel 4 Idents”© Channel 4Leica M-Monochrom “Everything in Black & White”© Leica M-MonochromTchibo “Tchibo - Poem”© TchiboSEAT “Street”© SEAT
    Channel 4 · Leica M-Monochrom · Tchibo · SEAT

More commercials by Nick Ball

More from Neverland

  • what3words "Neighbours" (2023) commercial still© what3wordswhat3words “Neighbours” 2023Dir. Tom Speers · NeverlandEpica Gold 2022
  • Ladbrokes "Drummers" (2022) commercial still© LadbrokesLadbrokes “Drummers” 2022Dir. Sam Brown · NeverlandCreative Circle Silver 2022
  • Greene King "Beer Slide" (2026) commercial still© Greene KingGreene King “Beer Slide” 2026Dir. Noah Harris · Neverland
  • Kopparberg "Bring me sunshine" (2026) commercial still© KopparbergKopparberg “Bring me sunshine” 2026Dir. Scottie Cameron · Neverland
  • innocent "Innocent - Squeeze" (2026) commercial still© innocentinnocent “Innocent - Squeeze” 2026Dir. Guy Paterson · Neverland
  • Parkdean "Mermaid Like You Mean It" (2025) commercial still© ParkdeanParkdean “Mermaid Like You Mean It” 2025Dir. Si & Ad · Neverland

Award-winning telecom commercials

  • KPN "A Piece of Me" (2024) commercial still© KPNKPN “A Piece of Me” 2024Dir. Emma Branderhorst · Dentsu CreativeEffie Awards Grand Prix 2024
  • Skinny "Friendvertising" (2022) commercial still© SkinnySkinny “Friendvertising” 2022Dir. Dave Wood · Colenso BBDOEffie Awards Grand Prix 2022
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • STC "What Are We Allowing" (2019) commercial still© STCSTC “What Are We Allowing” 2019J. Walter ThompsonDubai Lynx Grand Prix 2019
  • BT "It's Good to Talk" (1996) commercial still© BTBT “It's Good to Talk” 1996AMV BBDOIPA Effectiveness Awards Grand Prix 1996
  • Spark New Zealand "It's Better With Spark" (2026) commercial still© Spark New ZealandSpark New Zealand “It's Better With Spark” 2026Dir. Damien Shatford · Colenso BBDOCiclope Gold 2026

Questions

Who directed the giffgaff “Ode To Bad” commercial?

Nick Ball directed it, produced by Blink, for the agency Neverland.

Which agency made giffgaff “Ode To Bad”?

Neverland created it for giffgaff (2024).

What awards did giffgaff “Ode To Bad” win?

2 awards, including Ciclope 2023 Silver Sound And Music Sound Design and British Arrows 2024 Craft Bronze — Sound Design.

What is the tagline of giffgaff “Ode To Bad”?

“we're up to good”

Sources for the credits and awards

britisharrows.comawards.ciclopefestival.com