What are the British Arrows and why do we love them?

A curious holiday tradition at the Walker Art Center began 40 years ago. In January of 1985, the first screening of advertising awards began. Since then, every year has sold out, and this year’s British Arrows is no exception. So, what is the origin of this tradition and why are we so drawn to them?

In 1984, the Walker’s Film and Video Department became aware of a screening opportunity for The Clio Awards. Begun in 1959, The Clios recognizes excellence in the advertising industry across the globe. The Walker predicted that with a large advertising sector and several multinational corporations based in the Twin Cities, including General Mills, 3M, and Target, a presentation of The Clios would draw a crowd. Indeed, there was interest, and The Clio Awards for 1984 were shown to a sold-out audience on January 6, 1985. It was so successful that five screenings were added in March, followed by a presentation of the 1985 awards at the Walker in November.

For several years, the Walker became a regular tour stop for The Clios. Beginning in 1986, the awards featured a bonus screening of the British Advertising Awards (BAA). Billed as quirky and inventive, the BAA screening quickly developed its own loyal following. When The Clios stopped touring in 1991, the BAA filled the void. In Minneapolis, “the Brits,” as they came to be known, had a screening run through November. Bruce Jenkins, curator of the Walker’s Film and Video Department, wrote to Larry Kardish, film curator at the Museum of Modern Art, expressing his relief at being able to continue the awards—“a fall season mainstay for nearly a decade at the Walker.” Now known as the British Arrows, this year’s screenings run on-site from November 28, 2025, through January 3, 2026, with online-screening availability in December.

The British Arrows began in 1976 originally named the London Television Advertising Awards. The name changed to the British Television Advertising Awards before being rebranded as the British Arrows in 2017. Now in its 50th year, the Arrows are the Oscars for advertising in the United Kingdom, complete with a glamorous awards show.

Commenting on the changes reflected in advertising over the years, Lizzie Gower, founder of Academy Films and the 50th-anniversary jury president for Craft Arrows, remarked:

“In 1976 the advertising agencies and production companies were predominately male, white, middle class and the work reflected this, with the dominant male breadwinner and the female subservient housewife. Fifty years ago the awarded commercials were 30-second ads. We now have a much broader range of voices to reflect today’s society, and there are multiple opportunities to view the work, from mobiles to social media, as well as streaming, interactive and experiential platforms. (Shots Magazine)”

But why do we love the British Arrows? At first, the press betrayed some skepticism: Why pay to sit through an evening of commercials when they are so annoying on the television? But the award screenings seemed to benefit from culling the good from the bad. And the ads are not only for corporate products, nor are they all funny: the awards run a gamut of emotions. As one audience member described it, you can be laughing one second, in tears the next.

Technological advancements over the last 50 years have also given rise to more sophisticated graphics and storytelling, with some commercials running for several minutes. The result is an even greater creativity to sell products and share ideas via public service announcements.

Another reason? Production quality. Successful British directors such as Ridley Scott, legendary director of Blade Runner and the Alien movies, have produced award-winning advertisements. For example, in 1987  several of Scott’s commercials for Barclays Bank won awards. Since 2022, the British Arrows established the Young Arrows, providing a platform for emerging directors.

Though the Arrows don’t seem to need promotion, the Walker’s designers have created memorable graphic imagery and swag for the series, including British-influenced scarves and hats, promotional stills for British food served during the award season, and a montage of past and present award winners in a clever trailer for the 2020 awards.

Over the years, the British Arrows have been shown in various cities across the United States, but the Walker has continuously hosted the awards for 40 years (39 as a series starting in 1986; first presented at the Walker in 1985 by the University Film Society as part of a British Festival series).

Today, the British Arrows have become a holiday tradition at the Walker for many families, much like the annual family trip to see A Christmas Carol or The Nutcracker. If you live outside the region, you might ask why. Maybe because watching them together is a familiar ritual, and yet every year is different, much like the Guthrie Theater’s productions of A Christmas Carol. It’s also a fun thing to do with visiting family and out-of-town guests. Whatever the reason, the annual holiday-season screenings of the British Arrows continues to draw a dedicated flock to the Walker.▪︎

If you are interested in watching past advertising award winners, check out Moviecraft for The Clios, particularly the compilation for 1960s-1970s.

Experience the British Arrows Awards in-person and online. Learn more and get tickets here.