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Bestads Six of the Best Reviewed by Axel Tagg, Art Director, Forsman & Bodenfors Gothenburg

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Each week Bestads picks the very best advertising in the world, in every medium – which is reviewed by a top creative director or team to select their own personal favourites

Bestads Six of the Best Reviewed by Axel Tagg, Art Director, Forsman & Bodenfors Gothenburg

This week's guest judge is Axel Tagg, an art director at Forsman & Bodenfors Gothenburg.

Winner: Amazon Alexa 'Mind Reader'. In a time where people constantly debate over how much information our smart devices store about us, this one takes it to the extreme with a nice humorous twist to it. It's a winner for me since it's actually Amazon themselves who's fooling around about the consequences of Alexa knowing too much about you.

Runner up: Michelob Ultra 'Welcome to Superior Bowl'. The craft in this is just spectacular. The lights and colors, the music, the bowling in slow motion and add to that a bunch of celebrities and finishing it off with Momma Smash. What's not to like about that?

Winner: World Vision / International Day of Zero Tolerance for FGM 'Every Ten Seconds, 1'. Extremely strong visual concept for this print ad which immediately sends you to the back of your chair. It's a given favorite for me since you can't avoid it, nor the message, and it's executed in such a powerful way that it makes you go "Ooooh shit!"

Runner up: Royal Australian Air Force 'Flying's More Exciting - Stealth Mission'. Using the look of airline tickets to communicate your message isn't something new but in this case it really makes sense. It actually took me a little time to decode the letters "STLTH MSSN" into "Stealth Mission" which I guess is the purpose of this ad, and for this client it's spot on.

Winner: McDonald's 'The First Order After The Last Order, 1'. This is just on another level. The insight, The copy, The photography, The everything. This is one of my favorite print ads in a long time and I'm really jealous for not coming up with this idea myself. Hats off, well done!

Runner up: AAMI 'Bargain Regret'. We've all been there, you think you made a great deal on something that ended up costing you a fortune. And in this piece I really like how they turn the media into the message to get that point across. Sometimes it's just as simple as breaking a billboard on top of your own.

Winner: BMW Middle East 'Museum of Sound'. I'm a big electric car fan but I have to admit half of the feeling of driving a fast car is to hear the engine roar. So for a brand like BMW who pride themselves in making high performance cars this campaign just makes a lot of sense to me and I also like the whole NFT layer and how it's visualized with the sound waves.

Runner up: International Committee of the Red Cross / TikTok 'In The Dark'. This campaign really gets you to start thinking about how extremely privileged you are with just having stable electricity compared to others. To challenge people to perform their crafts in the dark is a nice way of visualizing the problem which taps in perfectly to the whole TikTok culture.

Winner: Mountain Goat Beer 'You Can't Tame a Goat'. You just have to love a radio spot that features an untamed pet goat named Randy. When it comes to radio it doesn't have to be harder to get the listeners attention than to just be entertaining. And to sign it off with "You can't tame a goat" is just brilliant since you obviously can't argue with that.

Runner up: Repco 'Hot Lap'. Nice use of radio as a media here. To time the spot to the actual race track in real time and to air it while people are sitting in the cars just shows off great knowledge about the medium which made this my second choice here.

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