It’s no secret that British advertisements are among the best in the world.

The UK market has long cultivated a spirit of storytelling in advertising and brand development, often more bold and daring than many other markets (see this old – but great – article for reference). Perhaps it has to do with the fact that the advertising legacy is stronger in the UK. In fact, one of the very first production companies (RSA) was first established in the UK in the late 1960s.

To borrow a line from Richard Silverstein of GSP, “TV advertising has always been a high form of public art in the UK.” And that sentiment shows in the craft and attention to detail brought on every level of that advertising. Whereas in the US market, creatives froth over the chance to direct a Super Bowl spot that can truly allow for the breadth (and budget) of creativity, that same attention is brought yearlong in the UK.

Or perhaps it has to do with the division of resources. In the UK, the advertising industry is far larger than the filmmaking industry, but that is the reverse in the US market. While the US might have easier access to key talent to make their ads go viral or become a trending topic, that same talent is otherwise occupied in more coveted roles in film and television. So you have often the same caliber of directors that are directing for film, television, etc. focused in on advertising in a community that allows for more visionary leeway than most, with forward thinkers that are constantly challenging how the industry operates. As Somesuch co-founder Sally Campbell describes for Campaign, “We’re entering a new environment where there’s no borders – and the opportunities are endless. If we’re not too dumb, not too exclusive, there’s room for everyone.”

That’s why you have ads like the above, that can push boundaries a bit more, that don’t have to cower at the power of suggestion and can tell a beautiful story. Take the spot above that we serviced earlier this year for Rattling Stick. A sweet story told in a moment’s time, uninhibited by strict guidelines but perfectly fitting into Levi’s signature style. We are always excited to collaborate with our many partners in the UK, and the proof is in the beauty of the spot.