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NOW Taps Blinkink Directorial Duo for Stop-Motion Spot

Adeena Grubb and Andy Biddle use hand-sewn set and character to create charming ‘Hmmmingbird’ TV advert for TopCashback shopping site.

TopCashback, a cashback shopping site, unveiled a new TV spot featuring a cute hummingbird character donning the company’s logo. The campaign was the first created in partnership with NOW, a creative agency hired by TopCashback in May 2021.

With suggestive ‘hmmmmm’s’ and sweet expressions, the hummingbird gives the viewer an unusual yet friendly reminder to shop through TopCashback to save money. The ad aims to demonstrate how the cashback site is on the side of its members, lending a helping hand to get them rewards for their everyday spending.

The creative agency tapped Blinkink’s directorial duo Adeena Grubb and Andy Biddle, who used stop-motion animation, combining their signature charm and craft, painstakingly hand-sewing the set and characters for the memorable spot. Take a moment to enjoy Hmmmingbird:

The TV ad, which will initially run in the UK, is also supported by radio activity. Media planning and buying for the campaign is by Mediacom.

“Developing our first campaign for TopCashback, we were inspired by their ethos and their commitment to helping members to save money, so we created our hummingbird character with this in mind,” shared NOW chief creative officer Ben da Costa. “Using stop-motion animation was a real labor of love. We put a huge amount of care, effort, and craft into the ad, and we’re delighted with the vivid visual style, unusual humor, and originality we’ve achieved. It will hopefully stand out within a normal ad break.”

“When we read this script, we felt as though it had our names all over it!” remarked directors Grubb and Biddle. “Creating a unique look to meet the brief was a challenge. We wanted to use one or two materials that haven’t been used as much in stop motion animation, and it was hard to find references to demonstrate what we meant. The combination of matte fabric, carved wooden embellishments and super shiny glass eyes did just that and we’re very proud of the outcome.”

The duo continued, “The hummingbird (lovingly named Alfie) was a crucial part of this spot as he is the TopCashback logo in real life. We had a lot of fun designing him. He had to be the perfect balance of funny and cute and a bit of ‘stone-cold weirdo’ thrown in. He slowly took shape, feather by feather, and became the TopCashback hummingbird of everyone’s dreams! We love that he still flits about like a real hummingbird despite being a chunkier fella. This was such a genuinely brilliant project to be a part of, the guys at NOW were very trusting and awesome to work with. The whole process felt like one big old lovely collaboration!”

Source: NOW