Bestads Best of the Week Reviewed by Claudi Potter, Executive CD, Joe Public, London
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 Claudi Potter, Executive Creative Director at Joe Public, London.
Winner: whoscall ‘We’re Begging You‘. I get it. I love it. I pictured my own pile of denied callers. I watched it again.
Runner-up: The Fair Treatment ‘Directors‘. I love how sincerely the male directors deliver these lines. I knew I was being set up when Steve Rogers says: “I’ve been told that I don’t really look like a director”, but I wanted to stick around to see more. The message lands clearly and simply.
Winner: Asociacion Brillo Interno ‘Napoleon Bonaparte‘. We all like learning new things, and also learning new things about things we thought we already knew most things about. This is a sharp insight, executed well.
Runner-up: IKEA ‘FRAKTA‘. Ikea has a way of reminding us that they know their consumers well and understand how they use their products. Not as conceptual as some of their other print work, but still a worthy runner-up.
Winner: Zeekr ‘Spotlight – Sunburn‘. What a way to demo a standard feature, and make it interesting. I know nothing about a Zeekr yet, but this makes me want to see the whole car, and I immediately like the brand for doing something disruptive in a category that has become quite dull.
Runner-up: The School Food Project ‘Centena‘. My kids get school food. I don’t want it to look like the dishes served at Centena. The point is made simply, and will be the start of a good dinner time conversation tonight.
Winner: St John’s WA Ambulances ‘Need More‘. I’m not going to forget St John’s. I’m not going to forget what they need more of. It all happened in 15″. It’s stupidly simple and sticky, and the slightly unenthused delivery makes me like it more.
Runner-up: There wasn’t much in it from in the rest of the top six. KFC ‘Christmas in July Carol‘, would be my pick for the runner-up. A real choir, produced really well, and stand-out for its soaring festive spirit, during a month when we haven’t even whiffed the eggnog yet.
This week’s guest judge is Claudi Potter, Executive Creative Director at Joe Public London, with 21 years’ experience spanning copywriting, strategy and creative leadership. Her multinational experience includes senior roles in South Africa and the UK, working with brands including Google, Roche, AB InBev, Carlsberg Britvic, Energizer and Unilever. Ranked the number one Creative Director in Africa and the Middle East in both 2020 and 2021, she has previously judged for Cannes, The Drum Awards and Ciclope Global.
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