Bestads Best of the Week Reviewed by Thasorn “Pete” Boonyanate, CCO, Ogilvy Thailand
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 Thasorn “Pete” Boonyanate, Chief Creative Officer at Ogilvy Thailand.
Winner: Optus ‘There’s always a way‘. I’m always a fan of Aussie ads. And Nonnas in ads.
So when the story is about a coach dropping out before the semi-final, and Nonna taking over the job, I’m already in.
She has no idea how to be a coach, but with a little help from Optus mobile internet, she finds her way.
I love the storytelling and the quirkiness throughout the whole story, all the way to the twist ending. (I’ve already spoiled way too much).
The way we make commercials is changing. Think consumer. Think about what consumers actually want to watch. And this ad shows exactly that.
P.S. When I looked at the credits, I had no doubt – Steve Ayson is the director! Holy moly! Could you direct one of my ads, please?!
Runner-up: Flipkart, Netflix ‘Nosy Neighbours‘. It is a tough competition between Tinder ‘The Real Finds The One‘ and Flipkart, but here’s my pick ‘Nosy Neighbours’.
Since the very beginning of the film, you see how disruption this film is, when you are commenting your neighbourhood like they’re not there. The home window turn into Cinema screen. I love how Flipkart find the way to collab with Netflix by using a cultural finding that houses in India are so close to each other, until your neighbourhood story became your new favorite tv series. So simple and clever.
Winner: Ford ‘Water – Ford Explorer Platinium‘. I’m a fan of smart, simple and stunt print. It took me a while to understand it and it’s connected me. Then it made me think I want to see the whole picture of what kind of hill this Ford is conquering. Well done.
No runner-up.
Winner: Health Equals ‘Shelf Life‘. Smart, simple, stunning idea.
They found that people in some parts of the UK can expect to live up to 18 years less than those in the healthiest communities.
So they turned that fact into a powerful metaphor: product shelf life in a supermarket, but replacing the products with humans.
A very simple message: your shelf life is being reduced.
Simple idea. Powerful execution.
Runner-up: KFC ‘Kwench Trap‘. I picked this work because I want my clients – and every client – to know that this kind of idea can actually happen!
It is fun. It is Gen Z. It is photogenic. It is shareable.
Stop thinking an idea like this wouldn’t work. Stop thinking it would be too difficult for the media team.
This is proof that it can happen.
Thank you, guys! Thank you!
Winner: Liquid Death / Garage Beer ‘We Want Your Pee‘. Hahahahahahahaha. If someone asks, “Hey mate! How successful was your campaign?” you can reply, “Well, we built a giant pool full of pee so AI data centres can be chilled”.
Fucking brilliant! This is a fucking great example of what a recruitment campaign should be: an idea that people actually want to participate in.
Sending your pee? Yay!
I love the film too.
Runner-up: Eric Whipp ‘The Wildfire Filter‘. It’s very difficult to make people actually feel something in digital, apart from through a film.
But this idea shows how you can turn a dystopian reality into a digital filter.
Simple, disturbing, powerful.
I love it.
This week’s guest judge is Thasorn “Pete” Boonyanate, Chief Creative Officer at Ogilvy Thailand.
Pete is a storyteller, songwriter, and film director who believes entertainment is the future of advertising. His work has earned 250+ global awards, including Cannes Lions, D&AD, ANDYs, and Grand Prix at ADFEST, LIA, and AdStars. Named to Adweek’s Creative 100, Pete is known to clients simply as “Crazy Pete”.
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