Bestads Best of the Week Reviewed by Prerna Mehra, ECD and Head of Art, Mullenlowe MENA

Each week Bestadsontv.com [the global arm of Campaign Brief] 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 Prerna Mehra, Executive Creative Director and Head of Art at Mullenlowe MENA.

BEST TV

Winner: Uber “Teddy Bear“. We have all been there. Trying to save a little money, only to lose much more in the end. Penny wise, pound foolish.
That is what makes this spot work. The insight is simple, relatable, and instantly understood. What I liked is that the execution does not over-explain. It stays subtle. You can almost imagine the rest of the story after they get home. A story well told.

Runner-up: Pizza Hut “How Bad Do You Want Good – Beach“. A fun one, the idea is strong because it taps into something very human.
We have all had that tiny little monster in our head. The one that says the selfish thing. The bad thing. The thing we know we should not do, but still think about for a second. This campaign brings that inner voice to life. It shows the extent people will go to when they really want something.
It is exaggerated, but the feeling is familiar. And that is what makes it work.

BEST PRINT

Winner: Corona “Sun Shadows“. A campaign like this doesn’t just need a perfect idea – it needs the perfect place, perfect copy, and the simplest art direction. And this has it all.
This looks effortless, which is exactly why it’s hard.
Great use of context and timing, and a lot of restraint, nothing here feels pushed or forced. It just sits naturally where it is.

No runner-up.

BEST OUTDOOR

Winner: The Economist “Think Outside the Bot“. Classic Economist work. A smart line, a sharp thought, and a simple twist that makes you stop for a second. It does what good copy has always done. It makes you think, then makes you smile because you know it is true.
What I liked most is the thought behind it. Cognitive surrender is something we do not talk about enough. Today, so much of what we read feels like it has been written by AI. After seeing this campaign, I will probably pause more often and question the output in front of me. The point is not that AI is bad. The point is that we should think with it, not stop thinking because of it.

Runner-up: UAE Government Media Office “Bring The Idea“. UAE has been on a good run these past few years, work that’s proud, considered, and genuinely well done and this keeps that streak going.
What I like about this campaign is that it works on more than one level. On the surface, it is a recruitment campaign. But underneath, it is also a proud UAE campaign. For a long time, many people may not have seen the UAE as a place to build a creative career. But with the UAE’s presence on stages like Cannes, that perception has changed. People are not just considering the UAE now. Many are choosing to make it home.

Prerna Mehra is an award-winning Executive Creative Director whose work sits at the intersection of culture, creativity, design, and technology. Known for bold storytelling and ideas that challenge convention, she has built a reputation for creating work that not only captures attention but drives meaningful impact.

With over 18 years of experience across some of the world’s leading agencies including MullenLowe, Ogilvy, Cheil, and JWT, Prerna has developed an extensive body of work spanning Asia and the Middle East. Her portfolio includes global and regional brands such as Unilever, Samsung, Sprite, Honda, Yum Foods, Philips, Eicher Volvo, Morris Garages, Majid Al Futtaim, MBRGI, Shamal, Dubai Municipality, First Abu Dhabi Bank, Dubai Harbour, and Dubai Safari Park.

As Executive Creative Director and Head of Art & Design at MullenLowe MENA, Prerna has helped shape the agency’s creative vision and standards, leading multidisciplinary teams to deliver work that combines strategic thinking with exceptional craft. Her campaigns have sparked conversations, influenced culture, and in some cases contributed to wider social and policy change – from tackling stigma around women’s health to pioneering conversations around gender-conscious AI and representation.

Her work has been recognised by Cannes Lions, The One Show, Clio Awards, The Webby Awards, London International Awards, Cresta, Caples, Dubai Lynx, ADFEST, Gerety Awards, and many others. She was named among MENA’s Women to Watch and the region’s Most Influential Youth Marketing Professionals, while her campaigns have earned accolades including Campaign of the Year at various Awards.

A respected voice within the global creative community, Prerna is a frequent juror for some of the industry’s most prestigious awards, including Cannes Lions, The One Show, Clio Awards, London International Awards, Dubai Lynx, ADFEST, and Gerety Awards, where she served as Jury President for the Middle East and Africa region in 2025.

Beyond the industry, Prerna is passionate about nurturing the next generation of creative talent through mentoring, guest lectures, and speaking engagements at leading universities and design institutions.

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