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Bestads Six of the Best Reviewed by Fabio Seidl, Director, Global Creative Development, Facebook

Trends and Insight 73 Add to collection

Each week, Bestads picks the world's best advertising to be reviewed by a top creative director or team who select their personal favourites

Bestads Six of the Best Reviewed by Fabio Seidl, Director, Global Creative Development, Facebook

This week's guest judge is Fabio Seidl, director of global creative development at Facebook.

Favourite: Nike/Shelflife 'Weird'.

Fantastic work - also in the 'surreal' meaning of the expression, from director Marc Sidelsky. It's fashion, it's retail, it's to announce a collaboration between Nike and Stussy, but it's nothing that you'd expect. Great acting with two actors that un-act it with zero emotion, great product shots that are not product shots, packaged around a non-sense story. Wait, they said: weird. Yes, weird story.

Runner-up: Optus 'Amazing Race'.

This one probably got me for the nostalgia. It's classic TV advertising, and for a classic category: telecom. Everything is really well thought: from the Hot Wheels/Matchbox cars that speak to the parent's audience, to the kids using gadgets to create a plan to play even when they're stuck at home, without making us feel bad for the quarantine, again. Extra points for the soundtrack, Rock Lobster from B-52's.

Favourite: Tupperware '#StayHome'.

The concept ties perfectly to the product, and the moment we're living. Straightforward and simple.

Runner-up: Cadbury 'Fill In The Thanks'.

You have to understand a little bit how India's society works to get this one. But the most important part to me is that the brand is promoting gratitude and sponsoring daily wagers during the pandemic.

Favourite: Almacenes Exito 'Prouducts'.

Coming from Latin America, I know the importance of creating ideas that cost nothing or almost nothing. The rainbow made with products in the aisle of a supermarket is so simple that it makes you wonder why nobody thought about it before. Well done, Sancho, well done.

Runner-up: Barilla 'Rooftop Match With Federer'.

Before seeing this idea, I saw it all over the internet, and in almost every sports show I watch. So, hats off to the team from We Are Social, who turned something that was already viral (the girls playing tennis in their rooftops) into something much more viral (enter Federer). They almost lost me with the "hidden celeb watching the fans, nobody knew he's there" play, but they came back for the win adding Nadal in the tiebreaker.

Favourite: Tencent 'Micro Universe'.

Digital craft, digital craft, digital craft. What a beautiful, elegant experience from China. Who said tech needs to produce only complicated things? This one is effortless, point, shoot, create, share a unique micro-universe created out of any image in the World.

Runner-up: Lebanese Army 'Peace Camo'.

I don't know why this idea is in the Interactive category (shouldn't it be outdoor?), but here I go. Advertising is also about changing perception, and what a bold statement and commitment is for an army to add scenes of care and solidarity on their camouflage patterns. I love the pacifist symbolism, and I hope it is here to stay and to inspire.

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