Bestads Six of the Best Reviewed by Pierre Chan, CD, One Twenty Three West, Vancouver
This week's guest judge is Pierre Chan, creative director at One Twenty Three West, Vancouver.
BEST TV
Winner: Dos Equis 'PreGame'.
In a sea of "coming out of COVID-19" ads, this one shines. It's smart,
simple, relatable and very much based on something that will definitely
be a truth-if not already for some people. The spot is nicely acted,
melds beautifully with a great track, and doesn't require exaggeration,
clever gimmicks or crazy SFX. Best of all, it works perfectly as a
message for the product it's selling (not like most COVID-related ads
this past year). Bonus points: Loved the unforced way they introduced
the product up top-something we all know clients love.
Runner-up: Apple AirTag 'Couch'.
I really enjoyed watching this spot. It's fun, imaginative storytelling
that anyone who's ever lost their keys, remoteâor in my case, a
lint-covered potato chip when friggin' starving-can relate to. It
delivers on what the product does, why I need it, and what the brand is,
all in an entertaining package. Can't ask for much more than that.
Heineken's 'We'll Meet Again' deserves a very strong honorable mention.
BEST PRINT
Winner: Dove 'Reverse Selfie'.
This category was my least favorite. Nothing felt fresh or impactful. I
gave it to Dove more for the message it's promoting than anything else.
No runner-up in this category either.
BEST OUTDOOR
Winner: Postobon 'Bottled Masks'.
Honestly, this category was a bit underwhelming. Nothing that jumped
out to me as a clear winner, but I gave it to Bottled Masks. I would've
loved to see how many people actually cut up these bottles and made
masks out of them. Also, I felt it was a bit odd and grasping at straws
to quote AdsoftheWorld-unless the quote was from Kleenex.
No runner-up in this category for me.
BEST INTERACTIVE
Winner: Iams / National Pet ID Week 'NOSEiD'.
First off, why the hell is there a "National Pet ID Week"?! They're
just running out of obscure things to dedicate weeks to nowadays. Okay,
back on track now. This app is something I imagine any dog owner wanting
to download, use and actually keep on their phones. So, not only is
this an amazing ad, it's an amazing app. And don't worry, I googled
whether or not dogs' noses are unique like fingerprints, just to see if
this case study was full of crap. It's not full of crap.
Runner-up: Earth Day 'Earth Definition'. I was close to giving this to Saatchi's The Case Study Project,
but ultimately, as this is an Interactive category, I felt Earth
Definition was more deserving (although in a Direct or Non-Traditional
category, I think The Case Study Project will do great). I absolutely
loved the art direction and animation style of Earth Definition. It made
a boring topic easy to digest and interesting to learn about. Plus I
think it'll actually change behavior.
