Each week Bestads 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 Marcus Tesoriero, executive creative director, The Brand Agency, Perth, Australia.
Winner: Sandy Hook Promise ‘Back-to-School‘. This spot got me good. Emotion is everything in film, and this work certainly made me feel something. At first, I settled in to yet another mind-numbing back-to-school promotion thinking “What the hell am I judging here?” And just as I gave-in to the chirpy music and cute kids talking about back-to-school products, the reveal began. We see the chaos of a school shooting unfold in the background. So powerful. Totally caught me off guard. Suddenly the back-to-school products became lifesaving tools at the shooting. Wow. And the hiding girl texting her mum at the end completed the full twist of emotion. The spot had my full attention. Amazing idea and incredible direction, landing a huge message. READ ON…