Bestads Best of the Week Reviewed by Erica Henderson, Creative Director, INNOCEAN USA
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 Erica Henderson, Creative Director, INNOCEAN USA.
Winner: Lyft “Save The Money“. I didn’t know where this was going and that’s why I loved it. So often, the punchline or the product is obvious a mile away, and you tune out just a few seconds in because why bother? Not so here. The agency Zulu Alpha Kilo crafted a bleak world that pulls you in before deftly pivoting in the final moments. Cinematography was beautiful and the attention to detail, such as the worn crease running through the dollar bill was fantastic.
Runner up: KFC “Go Full Chicken“. This was absurd and I loved it. Beautifully shot. Never knew I needed a giant drumstick and ice skating acrobatics in my life, but apparently I did.
Winner: Cochez “Dad’s Manual / Skate Board“. Hot take! More is more when it comes to copy. I can hear all my AD friends groan. But hear me out. If done well, a manual is a great visual device and the team at Star5 Ogilvy cleverly pulled this one off. Even better, the strategy was on point. They leaned into the core of their client’s brand, Cochez, a hardware company to create a sentimental Father’s Day series in the language of their customer: an assembly manual. I especially love this line: There are things dad builds that stay with you for life.
Graphically, it’s clean, clear and invites the viewer to lean in. The copy stays in the vein of a manual but gets to the heart of the message-that you can turn every moment into a moment of connection that will last with your child.
Runner up: Gerens “Father’s Day – Meeting“. Simple and direct. This clever ad communicates that while your career is important, family is more important. Cropping tightly on just the hands of a father and child creates a directness that is hard to ignore.
Winner: Uber Eats “Bag It“. Bagging up other brands’ ads in giant Uber Eats takeout bags is a clever marketing stunt made more clever with the strategic insight that “almost every outdoor ad you pass is an ad for something you can get on Uber Eats.” Loved this one.
Runner up: nudie “Embrace the Squish“. This visual is just irresistible. Bold and eye-catching, it makes an impact and makes me crave a glass of cold, fresh-squeezed orange juice.
Winner: Lactantia “The Ultimate Butter Churning Vest“. Definitely not what I was expecting to see today! This is one of those stunts that whether you love the idea of using your body’s own movement to churn butter or you hate it, it will stay with you.
Rethink tapped into a relevant social trend and gave their client a chance to chime in and add their voice to the conversation in a way that actually added value (a rarity in social marketing, unfortunately.)
Runner up: Mercado Libre “Discount Chants“. I think the best interactive campaigns are the ones where the audience doesn’t have to work too hard, and Discount Chants is one of those. This campaign leaned into fan behavior and rewarded them for it, all the while playfully integrating their brand into the experience for a captive audience. A clean layup. Oops, wrong sport.
This week’s guest judge is Erica Henderson, Creative Director, INNOCEAN USA.
Erica once single-handedly completed a 1,000-piece puzzle in an afternoon. While many would balk at the challenge, she eagerly tackled it until the last piece clicked into place. That same attention to detail, strategic thinking, and dedication define the way she approaches every creative challenge.
As a Creative Director at INNOCEAN USA, Erica helps oversee social, brand partnership, and influencer creative for Genesis. Nothing excites her more than solving a creative puzzle, from developing Hyundai’s SUV Picker on Instagram and Put Your Profile on the Line for Facebook to launching Genesis on TikTok and leading its award-winning Artist Series campaigns. Her work has been recognized by the Clios, The One Show, the Shorty Awards, and the Webbys.
Erica has worked across a diverse range of brands and industries, collaborating with everyone from A-list talent and musicians to fashion and spirits brands. Her background in journalism sharpened her instinct for trends and storytelling, giving her a unique perspective on building creative that fosters culture, conversation, and community.
When she’s not cracking a campaign brief, Erica can be found discovering underground dinner clubs, international workshops, and pop-up art shows in search of her next source of inspiration.
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