Bestads Six of the Best Reviewed by Brad Reilly, Executive CD, McCann Enterprise, London

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 Brad Reilly, executive creative director for McCann Enterprise, based in London.

BEST TV
Winner: L’Oreal ‘Lessons of Worth with Viola Davis‘. I really like ads, but I like them even more when they’re not like ads. And this fits the bill. The message is one we’ve heard before (because it’s important), but the delivery of that message has been trimmed of any ad fat and what’s left is something that is lean, powerful and honest. To stick any music on this, or to cut once to a different frame size or angle, would only have broken the spell of honesty. So, I applaud the restraint because I know how tough it can be for ad people not to make ads. I even like the giant logos that bookend it because, well… they feel honest. And Academy Award winner, Viola Davis… well, honestly. READ ON…