High Five: Sara Eolin

There may never be a more perfect spot ever created. For a kid who thought all her stuffed animals came to life, this spot struck me. It’s a masterclass in camera movement, pacing, music, framing and light. Together, they create this richly emotional path that we get immediately caught up in. It’s also a reminder that even a lamp can be deserving of a great spot. There’s no end of possibilities for creativity.

I defy you to watch this spot and then go to a European beach and not replay this in your head. My husband and I can be heard mumbling "Togs togs togs, UNDIES" to ourselves without fail. A few years ago, a friend of mine mumbled it, too. I looked at her, all excited that she knew the reference, and she said: “You shared it with me, weirdo.” Oh yeah. The truck passing through at the end is true brilliance.

Comedy is a dance. It’s perfect choreography. The pauses. The heavy, silent reactions. We have known this boss for five seconds, and yet we feel for him and know his dread. It’s fantastically ridiculous without being improbable. Subtly powerful!

Perhaps the first true long-form branded content. The Sony Dreams project showcased commercial directors telling a longer story focused on a common theme. One year, it was 'dreams'. The films were all vastly different, but this piece has always been my favourite. It’s one that I share with every dog lover...and Tony Hale fan. He’s so charming, and you never cease to uncover new details every time you watch.

This is the holy grail of perfection for me. From the cinematography to the performance, it harnesses all the greatness in that original script and the ever-so-clever payoff. It’s a great idea that was executed perfectly. Again, it’s the details and the performance. The little gestures of the bear are what make this sing.