Bestads Six of the Best Reviewed by Mikołaj Sadowski, CCO/Partner, 180heartbeats + JVM

09/02/2021

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Sydney, Australia

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09/02/2021

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

This week's guest judge is Mikolaj Sadowski, chief creative officer & partner at 180heartbeats + JUNG v MATT, Warsaw.

BEST TV
Winner: General Motors 'No Way, Norway'. I'm not a big fan of Will Ferrell nor the typical Super Bowl ads. But this one somehow made it to my newsfeed. Mostly because the teaser was shared by my Norwegian friend. He seemed slightly irritated with this ad. Not sure if Norwegians were the target group for GM but surely they got their attention.

Runner-up: Huggies 'Welcome to the World, Baby'. Probably because I'm a father of a 3-year-old this spot somehow grabs my attention. Mostly because it revives these not so distant memories of sleepless nights. The narrative has its funny moments and the whole film is nice to watch.

BEST PRINT
Winner: Burger King 'We're Keeping French Farmers Feeling Chipper'. Funny in a way that only Burger King can be funny. But also very helpful. "Jokes for good" would be a suitable category on a festival. Really love it and hope to see more like this from BK.

Runner-up: Fire & Emergency New Zealand 'The 3 Minute Print Ad'. Surely the longest body copy I have seen in a long time. Not sure if people will read the whole thing but that's not the point I guess. What is interesting is the link between reading time and the time that fire consumes your house. I hope it will make people remember what can happen during three minutes.

BEST OUTDOOR
Winner: Halls 'Checkmate'. Actually more of a smart product design than great outdoor, this one stands out as a clever way to monetize a hit miniseries you are not sponsoring. The brand stands for focus, the chess is about focus - it all makes sense.

Runner-up: Dole 'Malnutrition Labels'. Very good cause and quite a good idea. Projecting small labels on buildings surely makes it big in a way. The case study is well done and I especially like the consistency in that every citizen seems to be wearing the exact same kind of mask.

BEST INTERACTIVE
Winner: Danish Crown 'The Big Danish Bacon Pre-roll'. Another interesting attempt to dethrone the king of never-ending pre-rolls - the Geico Dog. This time with bacon. It's somehow useful and very hypnotizing. So much that you might even forget what movie you were actually going to watch.

Runner-up: Color Of Change 'The Pedestal Project'. Projects about statues are usually good. There is something moving and timeless about them. Adding an interactive layer makes it more personal and communicates well the change that is happening in the world.