Bestads Best of the Week Reviewed by Freddie Coltart, Creative Director, McCann New Zealand
Each week Bestadsontv.com [the global arm of Campaign Brief] 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.
This week’s guest judge is Freddie Coltart, Creative Director at McCann New Zealand.
A week of big budget, over 60 second films. Famous directors and beautifully crafted pictures out the wazoo. But which did this insignificant creative on the bottom of the planet, think was best?
Winner: Flipkart ‘SASA LELE 2.0‘. This casting is amazing. I’m truly jealous of the talent options in a nation of nearly 1.5 billion compared to our measly 5 mil. This is paired with fantastic direction and beautiful, considered set design.
Songs can be annoying (especially a minute long) but this one was absolutely not.
Wish the end frame was as sexy as the rest but still a fun, detailed, rewatchable film. Nice work.
Runner-up: Budweiser ‘Let It Pour‘. It’s a familiar brief most creatives have worked on but this one not only had scale galore but also a believable, unforced customer/product insight (unlike most World Cup ads.) Really liked the second half when Ayson’s signature weirdness kicked in. I had two questions. Could it have been a stronger 90? Could the song choice have been more unexpected? No. No. OK, I’ll shut up.
Winner: Persil ‘Boxing‘. Smart, fresh insight and strategic way to reframe an unnecessary societal taboo. Really makes you reassess.
Runner-up: Misu ‘Marriage‘. Very pessimistic view on marriage but VERY fresh take on cat ownership. I wonder if the cat side of frame could’ve been a bit more fun? Cats are awesome.
Winner: Carling Black Label ‘Injury Time‘. Tough one. It’s sadly a familiar problem, this happens the world over but it’s been brought to life in a fresh, relevant way. But I really wish it was coming from a different brand (or even their 0% version!) Bit of a moral quandary for me as the campaign is a powerful, important initiative.
Runner-up: Mercado Libre ‘Custom Billboards‘. Very Minority Report but ultimate personalisation is definitely the direction advertising is heading. Is this future good? Is it bad? I don’t know but it’s certainly happening.
Freddie’s timesheets for his 33,632 hours in advertising look like a medley of mostly necessary meetings, presentations in rooms with too little or too much air conditioning, thinking, actually making ads, and, of course, doing timesheets.
He’s been recognised by nearly every major award show, yet remains unrecognised by his dog when it’s time to leave the park.
Since you’re already on the internet, you can apply approximately 20 grams of force here – www.freddiecoltart.com. Now that he’s judged your ads, you can return the favour.
Blah, blah, blah. By this point, surely no one is still reading except his mum. Hi Mum! He looks forward to your call with questions like, “If it’s Best Ads on TV, why is it on the internet?”
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