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Seen and noted

Guest judge: Tony Clewett, ECD, DraftFCB Auckland

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    November 21, 2012 01:26 (Edited: February 17, 2023 05:19)
BEST TV
Wow. Some top-shelf stuff this week. Tough choice. Which is great. Call me a big softy, but I fell in love with 'The Journey'. Beautifully shot. Beautiful soundtrack (cheers Frankie). Beautifully simple story. And not a store-front in sight. Good on you John Lewis. I promise to actually buy something from you next time I'm in the UK. That's the power of good advertising. Coming in a super-close second was 'Dumb ways to die' for Metro Trains. Ballsy strategy. Great animation. Brilliant tune. Wish I'd done this. Well done. Anything but dumb.

BEST PRINT
Wow. This one's tough. But not in such a good way. I'll pick 'Silence fixed it for Jim' for NAPAC. There's not enough topical ads these days. Maybe it's because juries don't award them. But I'm sure this one hit a raw nerve and got noticed. It needed to. Like the twist on the out-and-about celeb pages for Lindauer. Good to see the loser guys sitting at home while their other halves have all the fun. Pity the execution also seems to lack a bit of love.

BEST OUTDOOR
Nothing earth shattering here either. I'll go with the Impulse augmented reality. Not fresh, but certainly engaging. With a charming award video. Which had me humming. Plus the ladies got to choose between two blokes and some balloons. What could be better? Runner-up goes to CoppaFeel! At the movies. It used the medium well. Just not quite well enough.

BEST INTERACTIVE
Again. Pulse wasn't raised. Winner has to be the Air France 'music in the sky' app. Always wondered what was in the clouds. Now we know. Music. Which is cool. Just struggled slightly to see how Air France had closed the loop on this idea (apart from heads pointing skyward). Do people fly them because of their music? And are there some music clouds downunder? Can't wait to see. Following this is Exito's Dental Floss ad. Anyone that can do something half decent with a Facebook banner deserves a pat on the back.



https://www.bestadsontv.com/news/upload/tony-clewett.jpgThis week's guest judge is Tony Clewett, executive creative director at DraftFCB Auckland.

Tony has accumulated over 15 years experience on leading brands in New Zealand and the UK.

During his time at London-based TBWA/GGT he got his first taste of Gold - in the form of Cannes, Caples, Echoes and the UK's own Direct Awards.

Back home, Tony joined Lowe/Draft, becoming Deputy CD, before moving on to the same role at AIM Proximity. There, his client list included Air New Zealand, Vodafone, and Yellow Pages - where he helped create the globally awarded Yellow Pages Treehouse Restaurant project, which earned him a much-coveted Yellow D&AD pencil and several Cannes Lions - as well as a four course dinner 50ft up a tree.

Having returned to the Draft family first as Creative Director, then ECD, Tony now shapes some of New Zealand's favourite brands, including Air New Zealand, Mitre-10, Genesis Energy and Cerebos Gregg's.

He's also the New Zealand Chairman for Caples, and has judged at all the big shows including Cannes, D&AD, Adfest, NY Festivals, Caples, AWARD and Axis. And sometimes he even gets the chance to go home and be a dad. Which is nice.


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