Seen and noted

BEST TV
Winner: Axe 'Long Lasting'. Two ads about long-lasting deodorant went head-to-head, but Axe edged it. They say the most important thing in comedy is... jokes... but, the other secret is timing. This film let its own awkwardness breathe, stretching the discomfort just enough to land a genuine chuckle.

Runner-up: YSL Beauty 'Don't Call It Love'. This ad initially presents itself as a typical high-fashion commercial but cleverly subverts expectations by revealing the deeper context. The "see-what-you-missed" approach isn't new, but when done right, it still has the power to surprise. And this one got me.

BEST PRINT
Winner: Tesco 'Flipping Pancake Day'. A clean, clever execution for Pancake Tuesday that plays with the format and doesn't spoon-feed the audience, allowing them to close the loop themselves.

Runner-up: Mapfre 'Beautiful In Nature - Snake'. Like many Aussies, I once thought I was bulletproof to the sun. Time brings hard-earned wisdom. This campaign highlights the warning signs in a straightforward way, using the natural defenses animals have as a stark reminder of what we're missing.

BEST OUTDOOR
Winner: ASB 'Sniff Posters'. Posters with pooch pester power. A simple, effective way to get dog owners to stop, sniff, and finally get the backyard they've both been hoping for. What's not to like?

Runner-up: Department of Further and Higher Education, Research, Innovation and Science 'You built the world'. Living in Ireland, it's frustrating to see skilled workers leave for opportunities abroad. This campaign takes that conversation and amplifies it, turning a simple insight into something weighty. And if it helps me find a decent plumber, even better.

BEST INTERACTIVE
Winner: Puck 'Recipes for Change'. An initiative that doesn't just raise awareness but helps people rebuild. A way of preserving culture while offering an unexpected way to connect with those affected by war.

Runner-up: Nissan 'ANIMALERT'. If the tech works as promised, this idea has legs well beyond Japan. A smart application of innovation that could have a meaningful real-world impact.


This week's guest judge is Nick Doring, Associate Creative Director at Public Dublin.

A bit about Nick, as told by his mother, Elaine Doring...

I gave birth to Nick Doring just over 40 years ago. Nick was the last of my nine children. He was somewhat of a troublemaker when he was younger, and after so many kids, I often told him, "If you;d been the first, you'd have been the last." He insists it's just because I would have realised I got it right the first time. He's a nice kid, so I humour him. Denial isn't just a river in Egypt... that would have worked better if I said it rather than wrote it.

Nick has worn many hats in his 20 years in the creative industry. Creative director, illustrator, agency owner, generous tipper, brand specialist, underwhelming tipper, textile designer, art director, ping pong enthusiast, cheap date, graphic designer and hat wearer. As long as he's protecting his skin from the sun, I don't mind which one he's wearing. He currently wears a series of hats, caps and beanies (not at the same time) in his role as Associate Creative Director at Publicis Dublin.

Nick started his career drawing pictures for surfing magazines before he even started shaving. He was a late bloomer and doesn't like to talk about it. Although he never managed to cultivate a decent beard, he has managed to work in multiple countries, win a bunch of shiny advertising awards, rank as the Number 2 creative globally on a website called Best Ads (better luck next year), launch global campaigns for Penfold's Wines, Bravecto and Johnson & Johnson, and work with brands like Heineken, HSE, Nicorette, Virgin Media, PTSB, Kellogg's, Dell, Gas Networks Ireland, Flogas, Subway, Google and more. He's helped break up Irish icons Jedward, shot photos with Olympians and worked with Oscar winner Martin Scorsese. I know who he is!

I am proud of my son. No, no, proud isn't the right word. Maybe more astonished that he's been able to keep dressing like a 15-year-old while holding down a professional job, despite looking like an out-of-work extra from Point Break.

Although, in all seriousness, he's a good kid. If you get the opportunity, you should work with him. If you see him, you should have a chat with him. But if you do, can you remind him that he still owes me 20 bucks?

Having lived in numerous countries over the years, he now calls Ireland home. If only he'd call home more often. I still don't understand how to program the VCR.