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Valio “Ian Wright - the Lick-Hiker's Guide to Inner Strength” 2016

Valio “Ian Wright - the Lick-Hiker's Guide to Inner Strength” (2016) is a Valio commercial for HASAN & PAR. It won one award: Eurobest 2016 Bronze Film C02: Branded Content & Entertainment Film.

Ian Wright embarks on a daring journey to lick the dirtiest places in Europe, challenging conventional hygiene norms to promote inner strength and good bacteria.

Video: Valio on YouTube

Shot by shot

  1. A man in a green jacket and hat stands in the middle of a busy city street, looking directly at the camera.© Valio0:00
  2. Two men, one in a suit and one in casual clothes, shake hands in a modern, brightly lit interior space with reflective ceilings.© Valio0:04
  3. A wide shot from a moving train shows a large, grey industrial building with many windows, several train tracks, and yellow trains covered in graffiti under a grey sky.© Valio0:09
  4. A man in a green jacket and black hat licks a blue phone receiver in a graffiti-covered phone booth.© Valio0:12
  5. A male scientist in a lab coat looks down, then up, in a bright laboratory with large windows.© Valio0:15
  6. A person in blue gloves holds a petri dish with a grid pattern under a magnifying glass, revealing bacteria colonies in a lab.© Valio0:19
  7. An aerial view of a bustling city with a river, bridges, and train tracks, showcasing urban infrastructure on a cloudy day.© Valio0:22
  8. A low-angle shot of people walking through a busy train station, with a focus on the legs and luggage of a person in the foreground.© Valio0:23
  9. A man in a blue shirt is overwhelmed by several young children climbing on him and grabbing a phone, in a playful, chaotic scene indoors.© Valio0:26
  10. A man in a hat and green coat turns to face the camera, then turns away to walk down a crowded subway station escalator.© Valio0:32
  11. A macro shot shows purple rod-shaped bacteria moving and multiplying on a light blue background.© Valio0:38
  12. A man in a green coat and black hat sits on the ground, talking to the camera in a busy outdoor plaza with people walking around.© Valio0:43

Stills © Valio. Made by HASAN & PAR.

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

The idea

Ian Wright licks dirty places to prove good bacteria builds inner strength.

Tagline: “I'm gonna find the dirtiest places in Europe. And lick them.”

celebrity endorsementgross-out humorscientific explanationtraveloguechallenge acceptedreversal of expectations

The cut

Length
53 s
Shots
38
Average shot
1.4 s

What creatives use Valio “Ian Wright - the Lick-Hiker's Guide to Inner Strength” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Valio “Ian Wright - the Lick-Hiker's Guide to Inner Strength”? 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 man in a green jacket and hat stands in the middle of a busy city street, looking directly at the camera.© ValioTwo men, one in a suit and one in casual clothes, shake hands in a modern, brightly lit interior space with reflective ceilings.© ValioA wide shot from a moving train shows a large, grey industrial building with many windows, several train tracks, and yellow trains covered in graffiti under a grey sky.© ValioA man in a green jacket and black hat licks a blue phone receiver in a graffiti-covered phone booth.© Valio
    Frames from Valio “Ian Wright - the Lick-Hiker's Guide to Inner Strength”

  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 Valio “Ian Wright - the Lick-Hiker's Guide to Inner Strength” in order, with its length, framing and what happens in it.

    A man in a green jacket and hat stands in the middle of a busy city street, looking directly at the camera.© ValioTwo men, one in a suit and one in casual clothes, shake hands in a modern, brightly lit interior space with reflective ceilings.© ValioA wide shot from a moving train shows a large, grey industrial building with many windows, several train tracks, and yellow trains covered in graffiti under a grey sky.© ValioA man in a green jacket and black hat licks a blue phone receiver in a graffiti-covered phone booth.© ValioA male scientist in a lab coat looks down, then up, in a bright laboratory with large windows.© ValioA person in blue gloves holds a petri dish with a grid pattern under a magnifying glass, revealing bacteria colonies in a lab.© Valio
    Length: 53 s · Shots: 38 · Average shot: 1.4 s

  3. 03Ad ideas: every spot built on a celebrity endorsement

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

    Valio “Ian Wright - the Lick-Hiker's Guide to Inner Strength” is built on a celebrity endorsement. Search the library by idea to see every spot that uses it.

    Novartis “Relax Your Tight End”© NovartisUber Eats “A Century of Cravings”© Uber EatsUber Eats + Special US “Football is for Food”© Uber Eats + Special USCadbury Celebrations “My SRK Ad”© Cadbury Celebrations
    Novartis · Uber Eats · Uber Eats + Special US · Cadbury Celebrations

Award-winning health & pharma commercials

  • Novartis "Relax Your Tight End" (2026) commercial still© NovartisNovartis “Relax Your Tight End” 2026Dir. Eric Wareheim · FallonClio Awards Grand Prix 2026
  • Psp "Birds Never Forget To Fly" (2025) commercial still© PspPsp “Birds Never Forget To Fly” 2025Dir. Giorgi Okmelashvili · PlaymakersADC Europe Grand Prix 2025
  • Viatris "Make Love Last" (2025) commercial still© ViatrisViatris “Make Love Last” 2025OgilvyClio Awards Grand Prix 2025
  • Biogen "Friedreich and I" (2026) commercial still© BiogenBiogen “Friedreich and I” 2026Dir. Pablo Arreba · VML Health SpainADC Awards Gold 2026
  • Kaiser Permanente "Moving All To One" (2026) commercial still© Kaiser PermanenteKaiser Permanente “Moving All To One” 2026Dir. The Sacred Egg · Droga5shots Awards Gold 2026
  • Healthline "For All I Know" (2026) commercial still© HealthlineHealthline “For All I Know” 2026Dir. Sam SabawiiWebby Awards 2026

Questions

Which agency made Valio “Ian Wright - the Lick-Hiker's Guide to Inner Strength”?

HASAN & PAR created it for Valio (2016).

What awards did Valio “Ian Wright - the Lick-Hiker's Guide to Inner Strength” win?

1 awards, including Eurobest 2016 Bronze Film C02: Branded Content & Entertainment Film.

What is the tagline of Valio “Ian Wright - the Lick-Hiker's Guide to Inner Strength”?

“I'm gonna find the dirtiest places in Europe. And lick them.”

Sources for the credits and awards

The Work