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Bestads Six of the Best Reviewed by Jason Schragger, CCO, Saatchi & Saatchi LA / Dallas



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

Bestads Six of the Best Reviewed by Jason Schragger, CCO, Saatchi & Saatchi LA / Dallas

This week's guest judge is Jason Schragger, chief creative officer at Saatchi & Saatchi, overseeing offices in Los Angeles and Dallas.

Winner: B&Q 'Flip'. I am always incredibly inspired when creative groups push each other to bring something different to every aspect of film. When we poetically use all of the tools at our disposal, the advertising industry gets as close to art as it possibly can. In this spot, the music, the technique, the acting, the story, the hero, every bit of it perfectly works together. I have seen scripts like this presented several times but it takes a brave agency and client to make this happen and be able to pull it off. It makes it easier for all of us to push our own work even further.

Runner-up: Lalcec 'Don't Fear the Finger'. Maybe it's just because my yearly health check-up is around the corner, but I am petrified of the finger. This is a hard subject to talk about, and this film will totally change the conversation. I truly believe it will save someone's life. This would have been a labor of love and an example that every brief is a great opportunity. Whether the budget is big or small. Now I just need to try and get rid of the fear of my doctor examining me with a talking finger puppet of a balding lumberjack.

Winner: Renault 'Do try this at home'. Beautifully created. It just makes you feel the joy in imagination. A lovely way to sell toys that are nostalgic and meaningful.

Runner-up: ilume 'Give Your Dog Longer - Open Letter'. How can you not love ilume after this. Sometimes you have to say what you have to say. No matter how long it takes. But when you do, its a treat to make it engaging and thought provoking.

Winner: Path Forward 'The Mother of All Reviews'. People have tried - and not always succeeded - in acknowledging hero mothers, especially during Covid. I like this, it was sincere, brought in the toughest critics and was not just an empty statement. It's backed up with actual help for women.

Runner-up: Irish Heart Foundation 'The Sticky Problem'. Edible eyes. I want them so bad. The things I could get my kids to eat. Thought this was a great idea. The execution looked well done. The only critique is that maybe people are like me and want the eyes, rather than to take a stand against marketing pester power.

Winner: Samsoe Samsoe 'The Resell Tag'. This is a great idea. It speaks volumes about the brand by being purposeful, high quality and in touch. My only concern is that it comes and goes. I would love to see resell tags that are simpler and more broad reaching.

Runner-up: McDonald's 'Macca's Delicious Distractions'. This is just great listening. Such a simple concept that allows a big brand to live alongside content creators. They looked really well done without becoming over produced.

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