EVERY creative director has their own 'best ad that never ran' story. Here's mine.
The idea was simple; re-edit the iconic black monolith sequence from Stanley Kubrick's classic movie, '2001: A Space Odyssey', replacing the monolith with a huge black John Player Special pack. Unfortunately, the idea ran into all manner of licensing, legal and other issues that made it too complicated and expensive to produce. But not before we'd made a nice demo to share with MGM, the studio that financed and distributed Kubrick's film.