Seen and noted

BEST TV
Winner: World Of Tanks 'Holiday Ops'. I'm not going to lie, I saw the 6:00 timestamp on this film before I watched it and groaned a little inside. It's the long-format version of "long-format". And yet... it's worth all 6 minutes (and precisely 2 seconds) of your time. It's great story telling, where the pace of the dialogue hums along, keeping you easily entertained with its well-timed wit and little asides (kudos to the copywriter(s)). In a sea of tug-at-your-heartstrings holiday spots, this one serves up a decidedly different - and just plain fun to watch - spin on all that 'tis-the-season content (spoiler alert: Santa ends up with a shiner).

Runner Up: KFC 'Cake'. On the topic of fun to watch, this spot (clocking in at a "short" 2:30) is exactly that, namely for its wildy bizarre premise. I'm always jealous of the team who comes up with the wacky idea and the client willing to buy (make and put into the world) said wacky idea. It's wacky done well (and it works).

BEST PRINT
Winner: So Cute 'The Luxury Pet Boutique'. Print at its best is dead simple. With a swap of just one letter, they've instantly made a simple, but clever connection. I spent some time, zooming in, just to take in all the well-crafted and choiceful details of the (adorable) pup's fashionable fit.

Runner Up: SIDACTION 'HIV is still here...Don't look away'. Although I ached for a little more craft overall, I liked the simple idea behind the ad and the true human condition it's in support of.

BEST OUTDOOR
Winner: KFC 'Kentucky Fried Carols'. I loved thinking of the moment the creatives behind this idea were looking at the KFC fried chicken bucket and thought to themselves - that's not just a bucket lid, that's a... vinyl record! It's a clever way to get more people to want to buy more fried chicken. And they did a cool job of layering in fun product details by including them in the sound design of the remixed songs.

Runner Up: Department Of Children Protection 'Foster The Feeling'. Nicely crafted, simple and up-lifting message for a typically-less-than-uplifting topic.

BEST RADIO
Winner: Virgin Media 'Every Nook And Cranny'. To steal from the title of this spot, every nook and cranny of its 30 seconds is entertainingly filled with an endless string of reimagined descriptions of the... attic. It's fun to listen to. And the casting of the equally-fun-to-listen-to voice of Brian Cox makes it a lovely execution of a medium most writers will still call their favorite.

Runner Up: Carzone 'Meteor Shower'. The dulcet tones of the voice over in this one provides a nice counter to the little wink and smile it serves up at the end. Charming.


This week's guest judge is Mel Routhier, Global CCO, Health & Wellness, VML, Chicago.

As the Chief Creative Officer for one of the largest and most awarded global health communications agencies, Routhier leads a specialist creative team spanning three continents including APAC, Europe and North America. She is also a member of the VML Health senior leadership team.

Mel is a regular juror for health at Cannes and was president of the Health and Wellness Jury for Cannes Lions in 2023. A proven leader who tirelessly works to transform brands and make them famous, Mel's work has received top honors at the major industry shows, including awards from Cannes, the London International Awards, Clios, Effies, Lurzer's Archive, Communication Arts, ADDYs, REGGIEs, and the Chicago Advertising Federation.

Routhier also retains her long-standing role as Chief Creative Officer VML Chicago, continuing, with her team, to manage clients including Kraft Heinz, Butterball, Kontoor Brands and YMCA. Her current health clients included Abbott Laboratories, Walgreens and Pfizer.

In addition to being a 24-year veteran of the ad industry, Mel is also a 10-year vet of the equally challenging and fulfilling parenthood industry, where, alongside her husband Eric, she serves as co-Chief Operating Officer to her two small children, Elliot and Faye.