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Bestads Six of the Best Reviewed by Mark Fitzloff, Founder/CCO, Opinionated, Portland

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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 Mark Fitzloff, Founder/CCO, Opinionated, Portland

This week's guest judge is Mark Fitzloff, founder and chief creative officer at Opinionated in Portland.

Winner: G-Star RAW 'Say It Witcha Booty'. Once upon a time a creative team received two blessings. The first blessing was a creative brief for G-Star jeans. The second blessing was the usage rights to Snoop Dogg's Say It Witcha Booty. And they lived happily ever after. The End.

Runner-up: Belong 'It Feels Good To Belong'. Before I viewed this commercial I had never heard of this company and I had no idea what they did. Now, after viewing the commercial, I still do not know what they do, but I love them. I compare this spot favorably to most internet and D-to-C commercials where I know exactly what they do after watching their RTB-laden laundry-list spots, but I hate them.

Winner: Brook '#StopCyberflashing'. It was a tough batch of print to judge. Of the six finalists, I didn't even understand four of them. I understood this execution for Brook. It poses a simple question: if something is illegal IRL, like flashing, why shouldn't it be illegal online? The placement of the QR code requires the viewer to somewhat simulate the illicit behavior, which I thought was a smart touch.

Runner-up: Steggles 'Tribute'. I guess? I mean I had to google Steggles to understand the ad. And I
liked the dismissive nod to the cliche "here's to...” manifesto-style copy. And the layout plussed the concept in a nice way.

Winner: Stella Artois 'Noir Billboard'. This billboard stands on its merits of simplicity. The idea is simple (inspired by the name, the billboard changes as night falls) and the execution is simple (lo-fi innovation that allows light sources to shine through only at night). Nice work WILD FI team.

Runner-up: Nike 'Just Do It'. There's not much to the Nike OOH board which is why I like it. The pure emotion on Emma's face tells the whole story of the amazing win she just experienced. You feel the youthful exuberance and the shock. Anything additive would be gilding the lily and stealing from the purity of the moment.

Winner: Volkswagen 'US Soccer and Volkswagen AR Experience'.
There's not enough AR in the world. Why not? This campaign is proof that if animated is better than static, then every piece of OOH creative should have an AR component to make it even better.

Runner-up: BINGE 'SUBMABINGE'. I'm a sucker for the genre of advertising known as dumb-funny. It's advertising that knows its place in the world. This idea, for a BBC show that takes place on a submarine, let's you view the show as if you were watching it through the periscope on a submarine. Dumb? Sure. Delightful? Most definitely.

Winner: Volkswagen GTI 'Arrive Early - Hot Hubby'. First off, my apologies to the Nicaraguan, Israeli and Costa Rican entries. My limited Spanish and Hebrew prevented me from judging those
entries fairly. As for this Volkswagen winner: A nice piece of self-deprecating humor that articulates the benefit of the product as a potential unanticipated problem.

Runner-up: PUTAJABONTHEMENU. This spot did a good job of dramatizing the absolute hell restaurateurs have been through during the pandemic by comparing it to the normal hell they go through under normal circumstances. Running your own ad agency is hard. But running your own restaurant sounds terrifying.

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