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Bestads Six of the Best Reviewed by Marcelo Rizerio, Creative Director, CP+B Brazil

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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 Marcelo Rizerio, Creative Director, CP+B Brazil

This week's guest judge is Marcelo Rizerio, creative director at CP+B Brazil.

BEST TV
Winner: IKEA Russia 'Waste'. First of all, this spot TV was just fantastically produced and directed. It draws the viewers in, and it's a perfect example of a campaign that really entertains the audience. Furthermore, it managed to address a serious topic in the most unexpected way: giant pieces of foods falling from the sky set to an awesome soundtrack which made the whole spot feel like some sort of cinematic poetry. The subject matter of food wastage is something that can be being talked about all year round, but the idea to choose Christmas to educate people on this issue was a smart choice as it escaped the cliche of the "happy family" that we associate with most Christmas ad campaigns, which is why IKEA's posture was even more unique and relevant.

Runner-up: xfinity 'The Greatest Gift'. Let's be frank: this year has been pretty damn crappy. A lot of bad things have happened and not every brand has had the courage to touch on the subject of the pandemic because the fact is, these really have been delicate times. However, I really feel that this campaign from xfinity managed to bring a little bit of humor whilst addressing this tough topic (of course, they had Steve Carell to count on, who can make anything funny, but the script was also excellent).
There is really no better time of the year to focus on the positive than Christmas. The campaign was the fruit of a fantastic idea. In a year of hardships, it's great to be able to see such a light campaign.

BEST PRINT
Winner: Blackboard 'Black lives don't matter'. An image and some text, that's it. If done well, these two elements are all you need for a good print ad. That's exactly what happened here. At a time in advertising when print ads are increasingly rare, this one reminded me of some of the most iconic print ads, in which a strong idea was the backbone of the ad, and not photoshop. Good times. Furthermore, the message that this print ad brings home to the advertising industry is really very important. I believe that we do have social responsibility, and accountability, in the messages we create for brands. Creativity can be used for any purpose, but it is great to see it being used for the general good.

Runner-up: I didn't think that the other print ads had anything that interesting behind them. Thus, I'd prefer not to comment on them.

BEST OUTDOOR
Unfortunately I didn't see any outdoor ad this week that caught my eye. Thus, I'd prefer not to comment on this category.

BEST INTERACTIVE
Winner: Call of Duty 'Moment of Truth'. For want of a better expression, Influencers are a bit of a necessary evil, and it looks like they are here to stay in the world of advertising. The main problem is that many brands end up using them in superficial and repetitive formats, not least because very often the influencers themselves end up calling the shots on the content. But in the case of the Call of Duty interactive campaign, I thought the influencers were used as part of a very cool idea. After all, they were put on the spot with a polygraph test which made it possible for consumers to see them in a different light to which they are used to seeing them, and furthermore, there was the opportunity for real interaction. Nowadays, much of what we see on social media is an embellishment of the truth, so being able to play with a polygraph test was a great idea, not to mention that it makes a lot of sense for the launch of a game.

Runner-up: Pony Malta '#AdoptABreak'. First of all, the name of the campaign is interesting, because #AdoptABreak is a name that makes you stop and think. Believe it or not, I watched this video with three kids jumping up and down on me. How could I not identify with it?! Certainly thousands of people are experiencing the same problem and will identify with it too. What I like most about #AdoptABreak is that it is a solution with an unusual approach that solves two problems at once. Whether the dogs were adopted or not, I couldn't tell you; but I can't deny that it's a very cool piece of advertising.

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Bestadsontv.com, Wed, 09 Dec 2020 02:12:13 GMT