Editing Creature Comforts (section)

===Influences===
The ''Creature Comforts'' advertisements were produced in the period 1990 to 1992 and in some ways they were indicative of the shape of things to come in British television advertising. Many commentators believe that there was a fundamental shift in television advertising from the unbridled consumerism and egoism of the 1980s to what is sometimes termed a more "caring" approach in the 1990s. The ''Creature Comforts'' advertisements are cited as an early example of this phenomenon.<ref>{{cite book | title=British television advertising : cultural identity and communication | last=Dickason| first=Renée| year=2005| page=92| publisher=University of Luton Press| isbn=1-86020-571-2}}</ref>

The format of the ''Creature Comforts'' advertisements was so successful that it was replicated in other campaigns in the following decades. In later years, however, members of the public became increasingly conscious of the potential uses of their ''vox pop'' interviews.<ref>{{cite book| title=Cracking animation : the Aardman book of 3-D animation| last1=Lord| first1=Peter| last2=Sibley| first2=Brian| year=1998| publisher=Thames & Hudson| isbn=0-500-01881-2| url-access=registration| url=https://archive.org/details/crackinganimatio0000lord}}</ref> This made it difficult to recapture the spontaneity and innocence of the early ''Creature Comforts'' advertisements. Although lookalike animations became relatively commonplace in television advertisements, they were usually scripted and rarely possessed the painstaking attention to detail of the original advertisements.{{Citation needed|date=October 2011}}