High Five: Boundary-Breaking Surprises
The criteria for choosing my favourite ads of all time was finding some work that breaks the inertia, the work that makes people stop and think: "What the hell?" or "Why didn’t I think of this before?". Always with great craft, great storytelling and a powerful idea behind it...
MACMA - 'Man Boobs for Boobs'
Agency: DAVID Buenos Aires
Production: LANDIA
Director: Nicolas Hardy
Sound: Porta Estudio
I love this one because it is so powerful and breaks a taboo. Boobs are just boobs, and with good humour this ad managed to reach the target audience. It is so simple, disruptive and has hacked the internet's rules.
RC Cola - 'Band'
Agency: GIGIL Philippines
Production: Arcade Film Factory
Director: Marius Talampas
This is a great example of courage, creativity, strategy and good work. The ad invaded and took part in pop culture, with focus on gen-Z. The film grows through the storytelling, and there are so many surprises in a row that it is hard to stop watching.
Reddit - 'Wow, That Actually Worked'
Agency: R/GA
Idea 1 x Big Budget 0. Super Bowl, one of the most expensive spaces on earth to place an ad. And it's not a fight to see who has more money, but who can make people stop their time on social media and go "What is this?", and then go back to social media again to say "Did you see this?". It's one of the best examples to show that a powerful idea can make much more noise than a great production.
Porao CrossFit - 'Challenges'
Agency: Agencia Hokma
Production: Bluz Films
Director: Artur Luz
One of the most recent works of Agencia Hokma was for Porao CrossFit. Everyone knows there are so many challenges in CrossFit training, such as the life of LGBTQIA+ community people. Despite all the challenges, they are always ready to overcome it. Simple, powerful and beautiful, this ad makes them proud and represented.
Kia - 'One of Us'
Agency: Innocean Berlin
Production: Cyclone Films
Director: Bjorn Ruhmann
Post: Room Berlin
Sound: Zauberberg
Who's never got lost on a big parking lot? It's more common than we think, and take this fact and mix it with great storytelling - taking care with all details of craft - it makes a very fun ad. It makes me remember the movies i used to watch when i was a kid like Realm of Dungeons & Dragons.
