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Seen and noted

Guest Judge: Malcolm Poynton, Global CCO, Cheil Worldwide, UK

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    January 19, 2016 09:16 (Edited: February 17, 2023 05:19)
BEST TV
Best: Reporters Without Borders: War Reporters. The issue at the heart of this film makes me a fan no matter what. That aside, in a rather surprising way, it opens our eyes to the increasingly crucial and unsung role independent reporters play. And with every other nation arming up and 'politely' displaying their military might these days, more than ever, we truly need to support those men and women that expose what really goes down on this fragile, pale blue dot we call home.

Runner up: Cillit Bang: The Mechanic. I didn't want to like this spot for the simple fact we've had more than our share of song and dance spots in recent years. That said, the more I watched it, the more it entertained in its 100% cheesy way. And that's saying something for a Cillit Bang ad.

BEST PRINT
Best: Equinox. They're at it again. Equinox - last year's campaign stood out for all the wrong reasons, and this year's is no different. And by 'all the wrong reasons', I don't mean in terms of the advertising. They've got that spot on with an idea that flies in the face of social norms. It's got attitude, it's got personality, it's got craft and for that, it's got Equinox noticed. Congrats all for committing to the idea.

Runner up: NIKOL - Anti Bacterial Toilet Seat Wipes: Every toilet has a history. A truly repulsive ad, but I like it. Nothing more to say.

BEST OUTDOOR
Best: Quebec City Magic Festival: The Magician. The only non-digital Outdoor of the week. Sure, it's a stunt in one location - it's a hugely surprising stunt in one location that will be sure to spread to many other locations via word of mouth and I dare say, social if not broadcast coverage too. Magic.

Runner up: Homeless Extras. I'm not sure this is even an Outdoor or Ambient idea - I just like the thought that someone has come up with a way of giving helping homeless people rather than telling everyone else to. Will it work? If it inspires others to do the same, perhaps it will.

BEST INTERACTIVE
Best: Record Bank: Get this car app. Interactive tends to be either useful, hugely entertaining or a waste of pixels. Increasingly, I'm afraid to say, a waste of pixels. Based on the huge success of the not-too-disimliar AutoTrader app of a few years back, Record Bank's app will be useful. It's incredibly simple and so not just for serious car buyers - it'll also appeal to a bunch of car obsessives that 'just want to know what that new car will cost'.

Runner up: Vaseline: The Vaseline Healing Project. This piece is on trend for using the split screen, parallel story technique however, in this case the technique is put to good use. And who knew Vaseline cared about or could even help people in a much more desperate situation than you were when you last reached for the Vaseline.



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This week's guest judge is Malcolm Poynton, global chief creative officer, Cheil Worldwide, London.

Malcolm joined Cheil Worldwide in 2015 as the Network's first global chief creative officer.

Having led teams responsible for award-winning firsts as diverse as Unilever's smile activated ice cream vending machine, Foot Locker's Sneakerpedia, Dove's Campaign For Real Beauty and CRUK's Together we will beat Cancer, Malcolm is a recognized industry influencer and speaker, former Cannes and Clio awards jury president and was recently named by TechCity Insider as one of the UK's Top 100 Digital innovators and one of AdAge magazine's "World's Top 10 Digital minds". With over 200 international industry accolades, Malcolm's work has been recognized by Cannes Lions Film, Print, Innovation, Outdoor, Cyber, and Media, SXSW Interactive, and more.

Before joining Cheil, Malcolm was a member of Sapient's global leadership team serving as SapientNitro's European Chief Creative Officer. M&C Saatchi, Saatchi & Saatchi, Ogilvy and SapientNitro have all won Agency of the Year titles during his creative leadership.


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