Bestads Best of the Week Reviewed by Mark Elwood, Chief Creative Officer, Leo UK
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 Mark Elwood, Chief Creative Officer at Leo UK.
BEST TV
Winner: Nike ‘Why Do It?‘. Nike spots can be totally brilliant, or dare I say it, a little predictable. This feels oddly somewhere in-between. Asking the question of ‘Why Do It?’ though feels like there’s new ground being broken, which I enjoyed. ‘Just Do It’ and commitment to excellence being reframed as a choice is an exciting creative area. I hope this is the manifesto film to launch this new platform, then this extends into more campaigns driven by this strategy. It would be a shame if this was a one off. Feels like it has the legs to run and run…
Runner up: Australian Marine Conservation Society (AMCS) ‘Fragile Oceans‘. I’m just back from holiday so maybe spending time in the sea made me pick this spot. Decent post-production (particularly the Octopus), with a simple visual narrative which kept me watching to the end. All driven along by the amazing vocals of Nick Cave. Then the VO… my only niggle, not really the greatest summation of the idea, it left me a little cold. Importantly, maybe the creatives missed a trick, is there anything I could do to help? Could I participate in the idea? Awareness is great, participation could have made it stronger.