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Bestads Six of the Best Reviewed by Harris Wilkinson, CCO, The Marketing Arm, Dallas, Texas

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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 Harris Wilkinson, CCO, The Marketing Arm, Dallas, Texas

This week's guest judge is Harris Wilkinson, chief creative officer at The Marketing Arm in Dallas, Texas.


BEST TV
Winner: Meow Wolf 'Convergence Station'. There were some really nice spots this week. But after going down the rabbit hole of "Convergence Station", it was impossible to climb back out and see any other work the same way. Wieden & Kennedy's mind-bending film for Meow Wolf starts with nods to Royksopp's classic "Eple" video, then goes (literally) off the rails and into a dreamlike world brought to life with impeccable craft and backed by (as far as Shazam tells me) an original 80's-infused composition that will climb into your ears while the video burns into your eyeholes.

Runner up: Prunelax 'Buried'. From the cinematography, to the setting, to the dead man's toes being licked by a dog, nothing about this macabre ad from Five by Five Global makes you think about laxatives until the Barry-White-esque sting at the end. Conversely, everything about it makes you think, "How in the hell did they sell this to the client?"

BEST PRINT
Winner: Selley's 'Succeed in Seconds'. This ad doesn’t bother with elegant design. It's a brick-to-forehead product demonstration-but its clever use of the magazine's existing gutter lands the point in an undeniably effective way. If the minds at Thinkerbell haven't created versions of this for transit or in-store yet, I certainly hope they will.

Runner up: Ikea 'Don't Let Furniture Wear You Out, 2'. I'm not sure what it means, but the art direction on this ad from Leo Burnett Saudi Arabia is so sumptuously decadent, I found myself drawn to the thumbnail, and even more absorbed in the full-blown layout. It's weird and wonderful.

BEST OUTDOOR
Winner: RNIB 'WhatsIn Store'. This clever pop-up from The&Partnership, London, makes a quick and clean point about how impossible stores would be to navigate without any information on the package-and how those with impaired vision face this challenge every time they need to buy groceries.

Runner up: Netflix, Sweet Tooth 'Real Life Hybrid Baby Surprise'. From whoisthebaldguy, New York, the best part about this stunt is the genuinely sweet reactions from all types of people who encountered this hybrid baby on the street. Certainly these moments were curated in edit to purge negative reactions, but it doesn't feel manipulative, and perfectly captures the tone and message of the show.

BEST INTERACTIVE
Winner: Neiman Marcus 'Re-Introduce Yourself'. Ultra-premium sneakers are showcased in a space-age, interactive, and beautiful showroom created by HYPEMAKER. It's simple and stylish.

Runner up: Happiness Saigon 'Recreate and Reconnect the Office'. Self-promotion pieces are hard, but the 8-bit nostalgic magic of this infectiously cheerful piece from Happiness Saigon made me miss the office, too. Sort of. 

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Bestadsontv.com, Tue, 28 Sep 2021 07:17:00 GMT