Bestads Top 6 of the week reviewed by Graham Kelly, national ECD, Ogilvy One, India
Winner: Pacific Standard Time. Most ads that attempt to get the public to take an interest in art come across as preachy. Or worse, condescending. This spot does neither, it’s smart, entertaining and persuasive. It’s also over 4 min long but I was drawn into the story so effectively that it flew by.
Runner-up: Audi. Exceptionally well-produced, this spot makes a simple point about lightness and agility. The analogy with a hummingbird was possibly a little forced but kudos for the way this was polished.
Have to say that nothing really grabbed me here. Comforta came closest. The creatives at least had a go at communicating a persuasive benefit, rather than take the easy way out and go for superficial cleverness.
No runner up here. Sorry.
Winner: Swedish Post. When your core product is routinely dismissed as “snail mail” you know it’s going to be a struggle to convince the digitally-savvy that you’re relevant. Credit then to Swedish Post for doing just that via their “Sweden’s Safest Hands” mobile app. This challenges users to deliver a virtual package across town – the phone’s built-in accelerometer measures how safely you deliver. An innovative use of new(ish) technology to promote a staid service.
Runner-up: There was a big gap in quality between my favourite and the rest. But ‘Broerewors’ caught my eye due to its sheer cheek. They hijacked a controversial politician’s outburst and turned it into an ad for sausages. Like I said, cheeky.
WINNER: Virgin mobile Echo temple. Motion sensing technology is becoming more common in digital campaigns, however it tends to be gimmicky. However this campaign uses motion-sensing in a more relevant way by allowing crowds of festival-goers to create music together. With other brands, this might have seemed a contrived attempt at hipness, but Virgin carries it off.
Runner-up: American Horror Story was my second favourite, but to be brutally honest this was due to some respectable crafting more than anything else.