You may notice that Grey London is spruiking its new credentials: Adweek’s Global Agency of the Year and Euro Effies Agency of the Year. It’s a shame, then, that it’s not spruiking its Gillette spot, 100 Years of Hair, because 7,878,132 YouTube views in 10 days is something to crow about.

Clearly, someone at Grey is old enough to have lived through a few truly horrid hair fads. That’s a good thing, because nearly 8 million people have also wanted to have a giggle down memory lane already. The spot is for Gillette’s body razor – for men. [You have to be as brave as a girl to wax.] I bet you watch it with a grin on your face.

Creative credits:

Creative Agency: Grey London

Creative Director: Will Adam

Copywriter: Dominic Butler

Art director: Liam Riddler

Agency producer: Emma Fasson

Production company: Caviar Brussels

Director: Oh Yeah Wow

Editor: Helena Overlaet-Michiels

Producer: Geert De Wachter

DOP: Steven Frederick

We come then to Grey’s newest ad, Big Holidays for Small Change. This promotional ad is to sell the idea that you can afford one of The Sun’s getaways even with pocket money saved up from the tooth fairy.

Clearly, someone at Grey is also old enough to have kids in middle school and knows, therefore, that the way to a parent’s undivided attention is to show a really cute kid doing something his/her own kids do – in this case, pulling a baby tooth out for financial gain.

And…go, The Sweet Shop. Yes, The Sweet Shop was begun in New Zealand, but Australians hug New Zealanders when it suits their purpose and The Sweet Shop has two Australian offices. So, it’s our Sweet Shop. And The Sweet Shop has helped Grey turn a people-pleasing idea into a people-pleasing commercial.

“Every year The Sun sends over two million readers on a holiday from £9.50. Running for over 20 years, the programme is so successful that The Sun is now incredibly the UK’s biggest domestic tour operator. Celebrating the July £9.50 outing, Grey London has once again nailed it with an ad full of charm and humour – bang on for The Sun,” David Robinson, marketing and sales director, The Sun, explained.

Colin is intent on getting his front tooth out. Nothing can distract him from the job – school, food, friends, even football. He just keeps wobbling it. Eventually, he gets whacked on the head by a football and it pops out in his hand. He’s pretty chuffed about that. He has a jar full of tooth fairy rewards for his £9.50 family holiday with The Sun.

“The idea that ‘everyone deserves’ a holiday is the reason that this promotion exists. It’s such a generous sentiment. We thought the idea of a kid being able to pay for one of these holidays simply by flogging their milk teeth to a tooth fairy was a funny one,” stated Dave Monk, deputy executive creative director, Grey London.

Creative credits:

Advertising agency: Grey London

Deputy executive creative director: Dave Monk

Creative team: Andrew Singleton, Ben Buswell

Agency producer: Amy Cracknell

Creative producer: Sarah Benson

Production company: The Sweet Shop

Director: James Haworth