Bestads Best of the Week Reviewed by Daniel Lobatón, Chief Creative Officer, DAVID US, New York
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 Daniel Lobatón, Chief Creative Officer, DAVID US.
Best: Castle Milk Stout ‘Inzalo Yelanga‘. Love this insight: the fact that some countries don’t operate in “Anglo-Saxon precision time,” a.k.a. we are late sometimes. Then flipping it to serve the brand is an excellent idea. Beyond that, it’s been a while since I’ve seen a manifesto so carefully crafted. The choice of photography, where every detail and every source of light is a reminder of time moving forward or stopping, while the script itself is written with an elegance we rarely see these days. Amazing work.
Runner-up: KFC ‘Finger Lickin’ Fourth‘. Amazing brand partnership with the latest Jackass movie, finding the perfect overlap between July 4th, finger licking and pop culture. Knoxville is fantastic in his delivery, and every detail builds to the fun. An unexpected partnership executed in the best way.
Best: Castle Lager ‘Plumber & Surgeon‘. Clever and simple. The observation of a beer glass leaving a Venn diagram of connections is telegraphic while true.
Best: Gage Roads Brew Co. ‘The Beerboard‘. Love this stunt. It’s one of those “absurd yet perfectly on point” ideas, especially if you’re after the summer surf audience. The fact that the surfboard actually works as a beer tap and surf board is truly amazing. Great work.
Runner-Up: Telstra ‘Free For All‘. I’ve had the agency Bear Meets Eagle On Fire on my radar for a bit. Great name by the way. They had great wins at Cannes last year for Telstra. This work is simple, but it makes the brand and the use of media feel iconic. Imagine the alternative: a bunch of stock photography of people on the phone, or just branding. No, this makes it fun and builds more for the brand.
Best: McDonald’s ‘Sing Loud Sing Proud‘. The cultural insight is very interesting. McDonald’s as the unifier that helps everyone sing the national anthem during the World Cup feels like a great brand role. Bonus points for the clever use of the golden arches.
Runner-up: Pedigree ‘Mutts‘. A great follow-up to the Caramelo idea from a few years ago. After some Googling, the fact that the brand would champion the Vira-Lata name, especially during the World Cup, seems like an amazing win for Pedigree in Brazil.
Daniel Lobatón is Chief Creative Officer at DAVID US, overseeing the agency’s New York and Miami offices.
Originally from Lima, Peru, Daniel has worked with some of the most iconic brands in the US, helping them win Super Bowl night, hijack the Grammys or earn a spot on Jeopardy.
Before DAVID, Daniel was Partner and Chief Creative Officer at Rethink New York and Chief Creative Officer and Co-President at Saatchi & Saatchi New York.
Across campaigns for Tide, Supercell, Heinz, Goldfish, Cointreau, TikTok, Google and IKEA, his work has earned Grand Prix honors at Cannes Lions, D&AD, The One Show, Clio, Effies and WARC.
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