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Bestads Six of the Best Reviewed by Nicholas Hulley, ECD, AMV BBDO, London

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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 Nicholas Hulley, ECD, AMV BBDO, London

This week's guest judge is Nicholas Hulley, ECD at AMV BBDO in London.

July. The month after Cannes and the beginning of the awards calendar year. So, is anybody setting the early pace? Are there any early contenders?

BEST TV
In TV the first runner to take the lead in the marathon is Heineken's "The Night is Young". It's a lovely and fun demonstration that the people who will be having all the fun are the vaccinated. And they happen to be people of a certain age. It made me smile (while also giving me anxiety that soon I'll have to get out of my tracksuit trousers and do socialising again).

The runner up is "Let's be clear" from Sprite. The message is polemical- this is the first generation educating the older one - however, the execution is light and amusing. It wears its politics well.

BEST PRINT
In press McDonald's continues to show the power of their branding with another logo-less, unbranded advert. Playing with brand icons is a rich seam.

If dogs have historians, I wonder how they will write about the pandemic:
"'twas a golden age, much walkies, much togetherness." So the subversion of Land of Strays from social distancing to social approaching amused me.

BEST OUTDOOR
In outdoor the adidas liquid billboard cuts through the clutter and grabs your attention.

As runner up, the sand sculptures in memory of the drowned on the Zeebrugge beach is very stark and moving.

BEST INTERACTIVE
Magnum is nothing if not indulgent, so I love the write up for their painting by Roberto Ferri which finally gives Dante a kiss with his muse Beatrice: "In Ferri's 'Kiss' the powerful drama of Caravaggio's chiaroscuro meets the aesthetic plasticity of Antonio Canova's 'Psyche Revived by Cupid's Kiss' and the heart-breaking narration of Hayez's famous 'Bacio'." A worthy indulgence and my interactive best of.

Boston Pizza comes in as the runner-up with something a little more timely than eternal unrequited love, with their funny training videos of how to correctly enjoy their restaurant patios.

That'€™s it. Will any last the distance? Time will tell.

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Bestadsontv.com, Wed, 14 Jul 2021 00:53:01 GMT