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Bestads Six of the Best Reviewed by Stephan Schwarz, Creative Director, BETC Paris

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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 Stephan Schwarz, Creative Director, BETC Paris

This week's guest judge is Stephan Schwarz, creative director at BETC, Paris.

Winner: Arsenal FC / Don't Stab Your Future 'No More Red'. It's hard not to choose this campaign and not to feel jealous about it, in the best possible way. The insight is deeply rooted in North London, home of the club, and it's so much more than a TV campaign. The influencers used are legitimate fans that bring gravitas rather than glamour. Beautifully shot and extremely moving, 'don't stab your future' resonates deeply and most importantly, truthfully.

Runner up: Mercedes-Benz 'Perfect Bliss'. Good and entertaining car commercials are hard to come by. Especially in the luxury segment where you often have a lofty (and forgettable) voice and shots of a driving car. Here, and although the idea of the gender reveal might seem a bit farfetched to the Gallic creative I have become, it's a lighthearted and entertaining product demo that left me with a smile.

Winner: Navy 'Nan'.
Runner up: Australian Royal Navy 'Make a Long Story Short - 'Blood Donor'.
Same client, two different ideas and executions. In Navy Nan, it's brave to show what could go wrong. Pointing it out with humor makes it fun, but the stakes of the job are made clear and obvious.

And mixing vampires and the Australian Royal Navy is in itself an unexpected and refreshing take. If a good print ad surprises you and tells you a story quickly, it's a good ad.

No winner or runner-up in Outdoor, however a special mention to Observatoire des Inegalites 'Monopoly of Inequalities'. This is a fresh take on an idea that the brand produced four years ago. But this time, they partnered up with the game makers and the French ministry to push the idea further with official data to make it a concrete learning tool. There is nothing better than to educate children and this game does that. Kudos.

Winner: Geberit AquaClean 'Handbutts - How To'. These last two years have been tough on all of us. A global pandemic, global warming, science deniers, and Novax Djokovic. So not sorry, #Handbutts is what I didn't know I needed. While the agency could have made it even sillier and simpler, this is funny, engaging and explains what the product does. Also, it had hand butts.

Runner-up: NHS Food Scanner App 'Good Choice'. While the launch film is very conventional, the app in itself is brilliant. We all know (or at least have a serious hunch) what isn't good for us. And this app allows you find alternatives that you wouldn't have imagined.

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