Bestads Six of the Best Reviewed by Wayne Deakin, ECD EMEA, HUGE, London
This week's guest judge is Wayne Deakin, executive creative director, HUGE EMEA.
Winner: Nike 'Better'. Once again a memorable Nike ad. Love this spot with a super simple and powerful thought and a lovely crafted visual multicultural treatment. I chose this because in the arms race for attention today we don't see enough of ideas like these that just have effortless confidence and a simple unifying idea that could go anywhere. Loved the narrative, the music and the modern interplay of visual styles and casting. Congrats folks.
Runner Up: Montblanc 'Spike Lee - What Moves You, Makes You'. I didn't want to like this spot sorry. This could have been one of those awful celebrity endorsement ads you often see that had no idea but the matching of Lee and a fountain pen brand was a good partnership when you think back to the fact that Spike Lee wrote his first draft of 'Do the Right Thing' by hand. I am obviously a fan of the great Spike Lee and having spent a lot of time in Brooklyn it was hard not to like this endorsement spot (plus I know my friends in Brooklyn would give me a hard time if I didn't!).
Winner: Defence Force Recruiting 'Big Jump For Men'. This is a really smart ad. I am betting when this brief landed on the creatives desk they google 'Cryptologic Linguists'? I know I did and that's why I love this. A small ad with a lot of punch. I think the everyday behaviour of how we all use tech for translation services is a nice twist on what was a tough brief. They could have so easily gone down some other direction but I am glad they did something more intelligent. Well done!
Runner Up: McDonald's 'Happy Moving Day - Big Mac'. Classic and lovely stuff. Art Directions dream gig I am sure? I am loving it.
Winner: KFC 'Unalike'. This has a fresh (excuse the pun) guerrilla type feel to it. It's fun and you get it quickly. It has stand-out, feels modern and makes my hungry. Who says product demonstration has to be boring? I am hoping they took the idea online and made them gifs or something out of this idea. Tasty stuff KFC and I don't even like KFC chicken but I like your work.
Runner Up: Starwax 'If You Are An Influencer In The Septic Tank Category, Please Contact Us Urgently'. I don't actually know why I pick this one but I just laughed when I read the headline and that's good enough for me. Oh, by the way, I think your photo of the billboard and the empty cafe chairs is brilliant.
Winner: TietoEVRY 'The Polite Type'. Too often in digital we see shiny things built to just win awards and create buzz. I am fan of more meaningful ideas that embrace technology to change real change but the tech doesn't get in the way. This is one of those - a simple and powerful idea that flips the script with some clever code. Anything that can help nurture inclusiveness is a winner in my book.
Runner Up: Ad Council / CDC 'You Will See Me'. Sure, it might not be a beautifully crafted site but in these strange times it's a message worth me supporting. I think the core message here is so important. I hope it gets more American's thinking about their actions.
Featured Companies: HUGE London