Commercials once launched careers from Ridley Scott to Guy Ritchie, now automated production is cutting costs – and the chance to learn by doing

When Ridley Scott was awarded the UK’s highest accolade for a glittering career directing films from Alien and Blade Runner to Gladiator and The Martian, he reminded those attending the Bafta event eight years ago that making commercials had been his “film school”.

The advertising industry has long been a breeding ground for British film and TV talent who have gone on to make the jump to Hollywood productions, including Guy Ritchie, who started out making music videos and commercials, and Paddington in Peru director Dougal Wilson, whose credits include a number of John Lewis’s famous Christmas ads.