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Bestads Six of the Best Reviewed by Paul Chan, Chief Creative Officer, Cheil Hong Kong

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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 Paul Chan, Chief Creative Officer, Cheil Hong Kong

This week’s Bestadsontv.com guest judge is Paul Chan, chief creative officer of Cheil, Hong Kong.

BEST TV
Winner: Born Free Foundation 'Creature Discomforts: Life in Lockdown'. I'm a big fan of the original 'Creature Comforts' campaign. So thankfully, this spot does justice to the legacy of Nick Park and Aardman's mockumentary classic. The heart-wrenching twist at the end punches you right in the gut. It's poignant, timely and thought-provoking. Bravo.

Runner-up: Apple 'A Climate Change Promise from Apple'. There's very little going on in this film. And it's all the better for it. No music. No fanfare. No product. Just a baby called Idan, sleeping peacefully in bed, lulled by the sounds of street traffic and chirping birds from outside. Meanwhile, a soothing voiceover promises that Apple will make its entire carbon footprint non-existent by the time he turns ten. It's a planet-sized promise, delivered in a way that's so pared back and restrained, it's hypnotic. And it works.

BEST PRINT
Sorry. Not a great week for print, I'm afraid.

BEST OUTDOOR
It's slim pickings in outdoor too. I couldn't find a winner. If I'm forced to pick a runner up, I'll give it to Pizza Hut 'Soccer Box'. It's not great. And it's not very 'outdoor'. But now that we all have a little more time on our hands, they've at least tried to do something to help us pass the time.

BEST INTERACTIVE
Winner: ASB 'Borrow The All Blacks'. Now this is a big idea. To kickstart the economy again, ASB is donating its New Zealand Rugby sponsorship to help promote SMEs across the country. So 100 lucky business owners will have their own adverts written, produced and starring real players from the All Blacks. These ads will put the businesses in front of millions of New Zealanders through digital media, out-of-home billboards and social media. Genius. I can't wait to see the actual ads. (I just hope the final scripts do justice to the bigger idea).

Runner-up: NZ Human Rights Commission 'Voice of Racism'. Featuring the voice of celebrated filmmaker and anti-racism advocate, Taika Waititi, Voice of Racism is a website that challenges people to experience racism for themselves by listening to a barrage of racist snipes. Unfortunately, while the website is well executed, the experience itself doesn't hit home hard enough. Which is a shame. It feels like a missed opportunity.

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Bestadsontv.com, Tue, 28 Jul 2020 02:06:49 GMT