BEST TV
Winner: Waitrose '
The Perfect Gift'. Not all Christmas ads are created equal, but wow, this one is in a league of its own. Keira Knightley, playing herself, and Joe Wilkinson as the wonderfully awkward Phil, are perfectly cast in a feel-good spot that plays more like a full-scale mini movie. As entertaining as its big movie energy is, it still delivers clear product truths and integration that work extremely hard for the brand.
The moment they fall in love over a shared passion for cheese in the middle of a Waitrose is the kind of Christmas miracle we all want to believe in. The piece is well paced, well plotted and beautifully performed, with dialogue that is beautifully believable. It is completely engaging, which feels like a small festive miracle in itself. A standout piece of work that balances charm with retail messaging.
Runner up: Disney '
Best Christmas ever'. Christmas ads are notoriously difficult because they slip into predictability, but this one avoids that completely. The Potato Head voice is a smart choice and the torrent of rambling nonsense that follows is surprising and genuinely funny. It snaps you out of the usual seasonal sentimentality and gives the piece a fresher tone. The timing of the gag is spot on and it lands exactly when it needs to.
BEST PRINTI could not find something I truly loved in this category. Not very Christmassy of me, I know. I was looking for a visual idea with a fresh perspective or a piece of copy that had real bite, but nothing stood out this week.
BEST OUTDOOR 
Winner: Noli '
Skinxiety 4'. Every woman knows how confusing skincare shopping has become. In a world where influencers, blogs and product pages offer endless contradictory advice, it is refreshing to see simple, engaging copy that taps into a real human truth. It also understands the discipline of outdoor. One clear thought, cleanly delivered, nothing to hide behind. As simple as Noli promises to be.
Runner up: PlayStation Australia '
It Happens on PS5 - Aussie Arrival'. This impressive build brings the unbelievable action and unpredictable moments of PS5 gameplay into the real world. The portal device is a smart way to suggest that anything can happen, and taking it a step further by creating theatre on the ground makes the idea truly memorable. It is the kind of OOH that earns social traction and stretches far beyond the reach of a standard billboard.
BEST INTERACTIVE
Winner: Suicide Zero '
Honest Keys'. This small idea carries real emotional weight. By hacking the predictive text feature and prompting men to go beyond the usual 'I'm fine' and 'All good', it opens the door to more honest conversations that can ultimately save lives. It is a reminder that digital creativity does not always need advanced technology. Some of the best work comes from understanding real human behaviour and finding a clever way to work with it.
Runner up: Spies Rejser '
Dogcation'. A lovely insight with a playful execution. Every pet owner dreams of a vacation that is not overshadowed by guilt or worry. Dogcation removes that barrier by offering pets their own holidays. It is a clever way to reach people who may have stopped travelling altogether. A strong example of reframing a category problem into a meaningful opportunity.
This week's guest judge is
Steph Van Niekerk, Executive Creative Director at
TBWA/Hunt Lascaris, Johannesburg.
Steph has been honing her skills at some of South Africa's most iconic agencies for over 20 years. She has won every local and international award several times and her highlights include the country's first Gold Pencil for TV at the One Show, a Gold Lion for Film, a Gold Campaign Lion for Radio and a Grand Effie. She's passionate about making integrated, insight-driven work that moves people and explores the human condition in all its beauty, imperfection, fragility, and hilarity. She is currently Executive Creative Director at TBWA/Hunt Lascaris in Johannesburg.
