Bestads Best of the Week Reviewed by Hélio Maffia, Creative Director, BBDO, 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 Helio Maffia, Creative Director at BBDO New York.

BEST TV
Winner: Visit Turku Archipelago ‘Get a Nose Job in Saaristo‘. “The best-smelling place in the world.” What a nice claim for a travel destination. We’re so used to seeing places talk about how beautiful they are, how amazing the food is, and blah blah blah. This one feels like a breath of fresh air. Literally. Great humor, beautifully shot, and just the right amount of dumb jokes. Loved it.

Runner-up: Oura ‘Wear Your Best Life‘. Loved the visuals, especially the hand choreography and the clever way they’ve integrated hands into different scenarios. Beautifully crafted, with some really nice transitions. One of those films that makes you appreciate the execution as much as the idea.

BEST PRINT
Winner: SsangYong ‘Move Up a Class – Valet Parking‘. Reminds me of those classic print ads. One attribute, one smart visual idea. Funny. Simple as that.

No runner-up.

BEST OUTDOOR
Winner: Wet Ones ‘Just For Hands‘. Simplicity at its best. I actually saw this one in the wild here in New York, and it caught my attention immediately. Such a simple and clever visual idea. Happy to see it here too.

No runner-up.

BEST INTERACTIVE
Winner: Kia ‘Your First Sponsor‘. Such a smart observation. Instead of spending millions sponsoring one big gaming star, why not sponsor thousands of amateur players and turn their usernames into advertising space? Love how they turned something gamers were already doing into a new media opportunity. Really clever.

Runner-up: Takealot ‘Check Your Package‘. “Check your package” is so stupid. Loved it. Sometimes a dumb joke is all you need.

BEST RADIO
Winner: Hansa Pilsner ‘You Deserve A Beer – Healing Era‘. The power of great writing. Loved the script, the acting, and the comedic timing. So funny. A great reminder that sometimes all you need is a really good script and someone who knows how to deliver it.

Runner-up: Alberta Cancer Foundation / Alberta Society of Radiologists ‘Life Saving Spoilers‘. Such a clever insight. We usually hate spoilers, but sometimes knowing what happens before it happens can save your life. A really smart way to make the importance of early detection feel immediately relatable.

This week’s guest judge Helio Maffia, a Brazilian Creative Director at BBDO New York, working with brands including Michelob ULTRA, Hyundai, and Spotify Advertising. His work has earned 27 Cannes Lions, including a Titanium Lion and a Grand Prix, as well as a Latin Grammy nomination for a long-form music video. On the side, he creates content for TikTok and Instagram.

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