Seen and noted

BEST TV
Winner: National Centre for Domestic Violence - Break the routine. Domestic abuse ads don't show the beatings. Nobody wants to watch that. The genius of this idea is portraying the abuse in a form that had my eyeballs locked on the video. The moment where the woman still seeks love from her man is very insightful. The end is surprising.

Runner up: It was a toss up between Beats and Nicorette. One had a simple, almost obvious idea (Beats 'No Strings'), brought to life by big stars reinterpreting a vintage pop culture piece. The other had a powerful premise: being able to breathe well can aid in your pursuit of greatness. The bigger idea won out. I hope they add UGC featuring everyday incredible things to the mix of big incredible things. It'll bring the idea closer home.

BEST PRINT
Winner: Jeep - Animals. Big brand. Okay idea. Fairly well crafted. If you sense I am less than enthusiastic, that's because I am. Print has largely become a visual wizardy medium. Where are the insights? Where are the solutions? Where is innovation? I suppose it's MIA this week. Hope it hasn't been shot.

Runner up: UNHCR - Rotterdam. Why? Because I had to pick a winner and in a race that has more than one contestant there has to be a runner up. God said so, in my dream. He was wearing a thong.

BEST OUTDOOR
Winner: Ronald McDonald House Charities - Gratitude. Slim pickings again. The McDonald one has an intelligent solution. People wonder where their money is going, so it's a great idea to tell them and those around, what happens with the donation. The problem is the film is too long. Does anyone really want to wait 2 minutes more get their fast food every time someone drops a few coins in the box?

Runner up: PUR - The Water Bar. Really good idea. Well executed. So why didn't it win? Am I an idiot? Well, it reminded me of the award winning anti-gun activation 'The Gun Shop', where guns used in mass shootings etc were on sale. And their histories were told to people who came to buy.

BEST INTERACTIVE
Winner: Samsung - Beat the street. Love it. Not because it is VR and the gurus say we are supposed to fall madly in love with everything virtual. It is built on a sweet insight into kids' behavior, they learn best from personal experiences. Remember how you learnt that it is not good to stuff things up your nostrils after something got stuck there.

Runner up: Lucozade Sport - Wait training. It's kinda fun. Gets people when they have nothing to do but stare at their phones. Would I do it? I am a fat, lazy son of a brisket. So no. But I'd would totally watch a bunch of folks make fools of themselves.

BEST RADIO
Radio is in a coma this week. He was found with his hand down the mouth of a large salmon. A freshly inked tattoo was emblazoned across his hairy chest. It simply said, 'WHY?' He is attended to by two nurses. One beautiful, the other handsome. They don't know which way he swings and they want him to be happy when he wakes up.




This week's guest judge is Bobby Pawar, managing director and chief creative officer at Publicis Worldwide, India.

Bobby Pawar is an accidental... screw that, I am not going to write this in third person and pretend somebody else wrote it.

Look, I am just like any of you, only I may not be as smart or as fit (weight issues). When I wake up everyday, the only thought that bounces around in my head while I navigate an electric toothbrush around my teeth is, 'God, please don't let me suck'.

Yeah, I've done some famous shit. Won a bunch of awards. Served on juries. Worked at great agencies in India, and the States. But most importantly, I managed to not suck when it mattered. Or maybe I did and I had great teammates who carried me. Who knows?

I'm just glad that I fell into this amazing profession, where I get to work some incredibly talented people, many of whom are clients, every single day. Now, there are people, with more grey in their hair than they have inside their brains, who say, creativity is dying or under threat. Idiots.

All you have to do is look at great work that is on Bestadsontv.com every week to know they are wrong. All you have to do, is do your best every day on every brief. Creativity isn't dying because the tribe of creative people is not only alive, it is growing. It now includes coders, UX designers, strategists, inventors, culture vultures and a host of talent from all fields. This not only gives me hope, it kicks my ass and inspires me to raise my game. So thank you all for not letting me, what's the word, oh yeah, SUCK.