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Bestads Six of the Best Reviewed by Toby Talbot, Chief Creative Officer, C14torce, Barcelona


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 Toby Talbot, Chief Creative Officer, C14torce, Barcelona

This week’s guest judge is Toby Talbot, newly appointed chief creative officer of DDB’s bespoke agency, C14torce, in Barcelona.

This is the fourth time I’ve judged Bestads and I’m beginning to think there’s some kind of conspiracy afoot. Last week’s work was great. Next week’s work will no doubt be great. This week? Not exactly vintage. It happens every time I judge.

Of course this week It doesn’t help that every brand on earth is doing something in the whole post-COVID-life-will-never-be-the-same space.

And that, judging by this week’s contenders, is not an easy brief to get right. Especially as right now, no one can film live action spots. We’re all limited to 3D/2D animation, existing footage, stock imagery or user generated stuff. So this week, I judged the work through the ‘innovative execution’ filter.

Hate to sound like a cold bastard, but I’m getting a little over the whole-user-gen vignettes of frontline people set to a syrupy manifesto voiceover. And is it me or does it feel like all the instruments in the world have been put in quarantine except Lang Lang’s bloody piano.

Thus the unusual winner in that, technically speaking, it is no more than a cut-down of a supremely good Super Bowl ad, is Jeep. Best use of existing footage for sure. It had me in its first five seconds when I heard the first chords of “You got me babe” and Bill Murray opens his eyes in bed. Cut to titles. Lovely economy of edit and strong message. I like Jeep for this. No voice. No piano. Job done. Continue reading on…

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