Seen and noted

BEST TV
Winner: MTN 'Big Things'. This spot had me smiling from the very start. The cheeky look on the little girl's face as she dials the random mobile number sets up the following mayhem perfectly. What I didn't realise until later was that all the scenarios end up positive. And maybe that's because I spent most of my first viewing thinking the payoff would be about mobile phone security. It isn't. As such, I felt a little let down by the ending. But that's me overthinking it. And it's such an over-the-top and fun ad, it doesn't deserve too much thinking. It's likeable and it makes me feel good about the brand. Job done.

Runner-up: iPhone 15's Ceramic Shield 'Swoop'. This ad gave me chills. As someone who grew up in Australia and rode my bike to school every day, swooping season is very familiar to me. I've lived in the UK for quite a while now, so I can't be 100% sure, but to the best of my knowledge this scenario has never been used to advertise a product before. Which, given the immediate understanding by most of the Australian population, seems an incredible oversight. But it's a fitting use of the situation. It's shot really well - I love the slow-mo as the product bounces toward camera. And it gives me a clear understanding of the benefits of the phone in a way that I can (unfortunately) relate to. I just need the follow-up ads to feature 20c lolly bags from the Milk Bar and speckies with my mates at recess, and that's pretty much my whole childhood.

BEST PRINT
Winner: Telstra Network 'Bike'. I love big wide open spaces. Plenty of air. Minimal clutter. Time to just think. I am, of course, talking about ads that don't feel the need to over-explain or fill every available centimetre with messaging. Ads like this one. I look at it and I can put myself there instantly. The isolation. The temperature dropping rapidly as the sun sets. The impending danger. A glance to the top right of the layout explains the message simply but clearly. He'll be able to check the footy scores. Crisis averted. Noice.

Runner-up: McDonald's 24 hours 'The Security's Night'. I ummed and ahhed about picking this ad. I feel like there's something there but I'm not sure if it's super-obvious or if I'm missing something really clever (and probably equally obvious). On the face of it, it's a security guard finishing a shift at a time when everything else is closed, dark and lifeless, yeah? But the inviting light projecting on the wall behind him lets us all know that McDonald's offers salvation, yeah? I keep searching for some additional meaning and I wonder if the clue is in his shadow on the wall interacting with the handlebars on the bike - or whether that was just unfortunate placement. I wish I could claim early morning brain as I write this, but it's midday. I like the composition and the grade on it, though.

BEST OUTDOOR
Winner: Samsung NZ 'different'. I'm not the most patient person going around. Despite how I earn my living, I still find the 'skip in five seconds' pre-roll buttons five seconds too long. So it's refreshing - and very much appreciated – when I can judge a piece of outdoor without having to watch a case study to understand its meaning. The Samsung work is a simple example of a challenger brand challenging the category leader. Nothing surprising there. But doing it in a way that sticks two fingers up to the iconic Apple line and art direction? I'm guessing the creatives were pretty chuffed when they got that idea across the line.

No runner-up.

BEST INTERACTIVE
Winner: Egale Canada 'Help Us Remain'. If I'm being completely honest, I'm not sure how this campaign qualifies as 'interactive' but the film is so beautifully moving - it just stayed with me. And that counts for a lot in my book. The pacing is lovely. The casting is absolutely spot on. The editing between the different time periods helps the story unfold in just the right way. And the performances are wonderfully understated and really draw you into the emotion and importance of the subject. An excellent piece of awareness communication.

Runner-up: Stella Artois 'Steal Artois Collection'. Who hasn't stolen a pint glass from a pub at one time or another? Not me, officer. Nothing to see here. 'Steal' Artois is a nice bit of thinking, nicely executed. To be fair, if I had more than 'free trial' Duolingo Spanish under my belt, I'd have applied for a couple of the items on their website. I guess, what's more pleasing is seeing a client willing to lean into an existing behaviour in a fun and creative way. Salud!





This week's guest judge is Vince McSweeney, chief creative officer, McCann Central, UK.

Originally from Melbourne, Vince moved to the UK with his family in 2010, and in the blink of an eye, now finds himself quite a bit older and chief creative officer of six McCann offices across the country. With brand experience in all sectors and disciplines, and a long list of national and international client wins to his name, Vince has also seen his work recognised at all major international award shows. Including Gold in Radio at Cannes for the Dexcom 'No More Pricks' campaign.

Before moving to the UK, he was creative director of McCann Melbourne and McCann Sydney working on brands such as Holden, Mastercard and L'Oreal. And prior to that, he was working in the hospitality industry as a fully-qualified chef. A trade he freely admits is completely different to advertising and yet, the perfect training for a life full of tight deadlines and creative expression.