Bestads Six of the Best Reviewed by Jason Romeyko, Worldwide ECD, Serviceplan Group

04/08/2020

lbbonline.com

ADD TO COLLECTION

04/08/2020

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 Bestadsontv.com guest judge is Jason Romeyko, worldwide chief creative officer at Serviceplan Group.

BEST TV
Winner: Heineken 'Back To The Bars'.
Runner-up: KIA Sorrento 'One of Us'.

In reviewing this week's entries, I gravitated to the stuff which made me smile. Heineken pokes fun at our new realities in such a charming way. The script is a product of awkward observations. Nicely directed without ignoring any of the new socially responsible mandatories. I relate to the scene with the guy at the sink remembering to wash his hands for longer. In all of this doom and gloom, this spot gave me a break. It brought me joy.

Kia Sorrento gets runner up as I just love the script- particularly the mom and adult baby in the shopping trolley.

But I prefer bars over parking lots.

BEST PRINT
No Winner.
Runner-up: Marevivo 'Virus'.

To be really honest, I feel a bit let down print work lately. I know we live in Screen Age but I just do not feel we are taking advantage of the UberCreativity that this category can still generate. This week's work isn't the best I have seen and definitely did not bring a smile to my face. I do the Marevivo visual and message is worth singling it out. There are other world problems beside Corona.

BEST OUTDOOR
Winner: Nestle 'Nestle Nutrition Cart'.
Runner-up: B Honey 'Purple Hive Project'.

I think it is hardest to innovate in the supermarket industry and Nestle's low-budget ambient piece on obesity is remarkable. Considering how much I eat when I visit Dubai, I may have to take the trolley as my cabin baggage.

On the other end of the budget spectrum is the highly UberCreative innovation for B Honey. I am fascinated about cameras inside the hive serving as an intruder alert against destructive mites.

Special Mention: Assupol 'Eagan's Story'. This is one of the only pieces to sit naturally within the traditional definition of outdoor. Although I have seen this mechanic before, I love the idea of celebrating the hard-working health workers of beautiful South Africa and beyond.

BEST INTERACTIVE
Winner: Burger King 'Whoppa Anthem'.
Runner-up: Canon 'Truthmark'.

Very often interactive work is for selected, niche targets. That's why I love the simplicity of how Burger King made this a joyful experience for the masses. In a world where concerts have been cancelled, Tinie became the "Tiny Dancer" of the Whopper.

One of the biggest challenges for humankind will be how we process truth. In a world of fake news, Canon's piece is important for our times. I am not sure of the innovation comes from the client or agency and the search function is a little clunky. That said, we need clients and ideas like this!