This week's Bestadsontv.com guest judge is Joji Jacob, the co-founder of independent agency BLKJ.
BEST TV
Winner: Apple 'The Whole Working From Home Thing'.
Great work usually reaches you long before you're asked to weigh in on
it. What a delight this Apple ad is. Some of my favourite ad characters
from recent times hawking some of my favourite products. The panicky but
passionate old man, the pushy but likeable project manager, the goofy
but generous designer. It's a product video wrapped in an informercial
wrapped in a commercial wrapped in a slice of my life. Everything about
the ad, like it's prequel The Underdogs, from casting to comic timing,
is perfect. Thank you, Apple.
Runner-up: The Royal Navy 'The Most Secret job in the World'.
This is a distant runner up. But if I put myself in the shoes of a
20-something year old, I can just about hear that now-distant call of
adventure. I did the think the brief was a bit too obvious, but then I'm
just a cantankerous old ad guy.
BEST PRINT
Winner: ClaroVideo 'Terminator Interrupted'.
Ads interrupting movies is annoying. Brand names interrupting
well-known movie quotes is hilarious. ClaroVideo, take my money.
Runner-up: Samsung QLED TV 'Horror'.
Take a real problem like the lights in your house ruining your
enjoyment of TV programmes. Draw attention to it with exaggeration and
humour. This campaign makes the point. And hopefully, sales too.
BEST OUTDOOR
Winner: McDonald's 'Happy Meal Senior'.
I couldn't find a winner here. Most of the work treads very
well-trodden territory. But a runner up would be McDonald's Happy Meal
Senior. My head says it's trite, the heart says it's sweet. Grandparents
and grandkids are sappy, so it sort of works. But when contrasted with
Burger King's brash output lately, the work seems to shuffle around
somewhat absent-mindedly in its PJs.
BEST INTERACTIVE
Winner: PornHub 'Big Package for Small Businesses'.
PornHub, what's not to love! Apart from their quality content, they
were one of the first brands to lend a hand during Covid-19. And they're
now helping stimulate small businesses by offering them ad space on
their site.
Runner-up: Belgian Music Fund 'Songs Without Music'.
No musicians, no music industry. No music, no songs. Simple, powerful
work that strips the music out of popular songs to create awareness for
out of work musicians during Covid-19. It does look like something made
for awards, but I do hope I'm wrong.