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18 March 2020

Enter the dragon.

by Andrew MacGregor


Very: “Princess Party (Director's Cut)” - 50s

Dragons typically get a bad rap when princesses are involved. Not so in this charming Very.co.uk ad, which handily reinforces the retailer’s progressive approach to playtime.

A girl is crestfallen when she’s invited to a ‘princess party’, as she prefers the scaly, fire-breathing type. Luckily, her dad is a supportive bloke… and a demon with a sewing machine.

This works both as a knock against wasteful, single-use party costumes, and a reminder that men can also stitch, seam, and hem when the occasion arises. The fruits of his labour are a treat to behold.

Furthermore, the ad suggests there are more ways than ever for parents to support their offspring's point of view. Here be dragons, and all the better for it.


Creative Agency: St Luke's Ⓟ Ⓦ
CCO: Al Young
Creative Director: Julian Vizard
Creative: Jo Boyle ♀ Ⓟ / Hannah Talbut ♀ Ⓟ
Account Director: Emily Gill-Heginbotham
Business Team: Laura Harris
Planner: Lydia Jones
Agency Producer: Chloe London
Film Production: Riff Raff Films Ⓟ Ⓦ
Director: Ben Liam Jones Ⓟ Ⓦ
Producer: Jay Lovelock
Cinematographer: James Blann Ⓦ (Vision Ⓟ Ⓦ)
Editor: Rachael Spann ♀ Ⓟ Ⓦ (Work Ⓟ Ⓦ)
VFX: Electric Theatre Collective Ⓟ Ⓦ
Sound Designer: Tom Pugh Ⓦ @ Grand Central Ⓟ Ⓦ
Music Supervision: Native Ⓟ Ⓦ
Composer: Fred Ashworth

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