Asking someone to pick their all-time favourite ads is like asking someone to pick their favourite child. It’s awkward and difficult. But then I realised I didn’t have kids. Hope you enjoy the works - they're a constant source of happiness and I love them all equally...
Mercedes - 'Chicken'
Agency: Jung von Matt
Production: Big Fish
Director: Daniel Warwick
Whoever thought to use a chicken (or are they roosters?) like this, is both a freak and a genius. The sultry gyration and eye contact of the birds. The impeccable set-up and craft. Diana Ross. Oh, and the pay off is just pure perfection. Like the stability of a Mercedes, I guess. I wouldn’t know, I have a Toyota.
Canal Digital - 'Silver Hand'
Production: Bacon Oslo
Director: Bart Timmer
There is nothing quite like the feeling of not being part of the club. The eight-year-old me sitting alone eating a sandwich in the playground knows all about it. They say don’t use fear-mongering in advertising. I say, whatever. If you don’t know what the Silver Hand is, you can’t sit with us.
Fedex - 'Whee'
Who knew a high-pitched sound could convey so much? There is nothing funnier and more tragic than someone suppressing their anger. This subtle yet overt communication of the importance of the product is brilliant. I’m also glad he remembers to feed the fish. It’s a nice touch.
Amazon - 'Great Shows Stay with You'Agency: Droga5 London
The insight in this spot is so relatable, and the execution is just so satisfying. Great art should have the power to move you, change you, make you feel. This ad made me feel...like I wish I’d made this ad.
Carlton Draught - 'The Big Ad'Agency: George Patterson and Partners
Director: Paul MiddleditchPost: JAM VFXEditorial: Winning Post Productions
Time to get sentimental. Perhaps a cliché choice for Aussie readers, maybe a little less known for the rest. This was one of the first ads I saw growing up that made me want to get into this industry. The self-referential, self-aware, raw honesty mixed with absolute ridiculousness made me want to pack my bags and go join whoever it was that got to make this for a job. As long as I made it back home before curfew.