Sunday 21 January 2018

Restored ads reel in the years

Among the restored film were adverts for Odlums
Among the restored film were adverts for Odlums

Some are only a few seconds long, but the power of advertising means that they are ingrained in our memories for life.

A "rich treasure trove" of more than 200 television adverts from the 1960s, 1970s and 1980s has been restored by the Irish Film Institute (IFI) from almost 8,000 rolls of film.

The advertisements include classics from leading brands such as Cadbury and Calor, along with state organisations Dublin Corporation and the ESB.

The move comes as part of the Irish Adverts Project.

Most of the film had been held in a number of damp warehouses for decades with poor storage conditions and had suffered physical deterioration and contracted mould infestation before being transferred to the IFI film archive in the mid-1990s.

The film was salvaged by the IFI through frame-by frame assessment, extensive physical and chemical conservation, followed by scanning and digital restoration. Currently, 200 adverts can now be viewed on the IFI Player. Some of the most memorable advertisements in the archives include Jacobs biscuits, Calor Kosangas gas, Odlums and Meccano.

The IFI says the collection provides a unique window into Irish society and consumer habits over the course of three decades, telling much about the communities and the era they were produced in.

Director Ross Keane said the material is "critically important".

"This project has been a huge undertaking for the organisation and we are particularly pleased to be able to share the results with the public through our new IFI Player, which provides access to many parts of our vast collection to audiences right around the world, free of charge."

The 18-month project was funded by the Broadcasting Authority of Ireland (BAI), with CEO Michael O'Keeffe saying: "The preservation aspects of the project, together with the historical and cultural value of the advertising material, are commendable.

"It epitomises the aims of the BAI's archiving scheme by contributing to the preservation of Ireland's broadcasting heritage, and record of Irish culture," he said.

The IFI's Film Archive comprises over 30,000 cans of film and 10,000 broadcast tapes - running from 1897 to the present day.

Irish Independent

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