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Bestads Six of the Best Reviewed by Matt Eastwood, Global CCO at McCann Health New York

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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 Matt Eastwood, Global CCO at McCann Health New York

​This week’s guest judge is Matt Eastwood, global chief creative officer at McCann Health, based in New York.

It may be a little heavy handed on the strategy, but I thought the insight of Capita for the British Army's 'A Soldier is a Soldier' was a strong way to appeal to potential female recruits. And I applaud the fact that they didn't make the film any less adrenaline-charged for the ladies. Definitely spot of the week. DHL 'Keep Up With The Clicks' is a strong runner-up. It's nice to see (well, hear) some good old-fashioned writing in a TV commercial.

Alright, so it's not a great week for print. Not a lot of big brand work. And not a lot of astute strategy on show. But, just from a pure impact point of view, I'd have to give it to Chupa Chups 'Street Fighter'. It's simple. It stands out. It makes its point. Although, it's not exactly a tough ask to come up with a great Chupa Chups ad. The runner up is probably TietoEVRY 'Fiction to Reality', even though something does seem a bit off. No client logo? No call to action?

I wasn't blown away by any of the outdoor this week. But I'll give the top spot to SingleCut Beersmiths for producing a nicely designed, well integrated campaign with outdoor (OK, direct) at the center. The idea felt a little contrived and made me wonder if anyone would actually use a beer can to learn guitar, but the overall tone seems right for the audience. Corona's 'Plastic Fishing' comes in at second place. It's a worthy idea, but perhaps just a little overly-worthy in execution.

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