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Bestads Six of the Best Reviewed by Richard Denney, ECD, St Luke’s, 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 Richard Denney, ECD, St Luke’s, London

This week's guest judge is Richard Denney, executive creative director at St Luke's, London.

Fave: iPhone 12 'Fumble'. I'm pretty sure all of us at some point has played keepy uppy in order to stop our phone's from hitting the deck, so this simple product demonstration for the tough new iPhone 12 is bang on. As always, the direction is top drawer and Kim Gehrig's take on this simple idea doesn't disappoint. The music is a genius touch too and really pushes the idea all the way to the end. I won't forget this ad in a hurry.

Runner Up: P&G 'Widen the Screen'. I love this powerful new initiative from P&G which not only offers a strong call to action in its TV spot but takes it further by creating an important and informative platform. Watching the interviews and opinions from the cast and crew was really compelling. I do hope it's taken on board by others to help it grow, educate and create change. Well done to all involved.

Fave: Honda 'Break Assist'. Seeing a product benefit in Honda's logo is a clever observation. Well spotted.

Runner up: Mais que Auga 'Getting together is still dangerous'. Again a simple yet powerful visual to hammer home that we still need to keep our distance.

Fave: KFC 'Until we finger lick again'. This is my favourite campaign from this week's selection of work. KFC have become masters of clever creative PR driven work. Effortlessly simple and bang on brand, this clever hijack of other brands slogans has spread like wildfire across social media. An absolute belter of an idea to capitalise on the need for COVID hygiene as we come out of lockdown and done with the wit that KFC is becoming synonymous for. Genius

Runner Up: Droit De Regard 'The eye-opening test'. I love the idea of using competitor's downfalls to demonstrate how much better one's service is in comparison. The only thing that niggles me is the amount of people that actually got to experience it, but overall a cracking idea done with a smile.

Fave: CJR 'The inevitable news'. The creative industry has done some outstanding work over the last few years to try and tackle Gun Crime and without doubt it is a tough issue to try and drive change. This idea is a strong one bringing together some of the biggest names in journalism to have a go, and the idea of a news-stand handing out free copies of 'The inevitable news' is clever too and hugely PR able. It's a huge problem that clearly isn't going away any time soon but as a society we have to keep knocking on the door to try. Well done to all involved.

Runner Up: Burger King 'The Menu Court'. Burger King's new brand identity works a treat in this fun new promotional drive. I like the playful concept of earning free food from scoring from different parts of the court. Who knows, some epic new gamers might be born from all the practice put in for a free whopper and fries, but I do hope that the BK Coach tells the fans that playing outside will burn more calories from all that free food, than playing indoors on the virtual court.

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