Seen and noted

BEST TV
Winner: Under Armour: I will what I want. A nice simple idea that's been beautifully shot and neatly edited - in fact the editing is one of the stars of this ad. The other is the VO. It's so hard to get a good/convincing kid read, but here I believe the words are true. The end line, upon first hearing it, doesn't make sense but then ping! It makes perfect sense.

Runner up: Citizen Watches: Better Start Now. I enjoyed being thrown by the words 'The End' only a few seconds into the film. The set up is repeated but decades later. You soon get the gist of the film and are drawn into the detail. It perfectly sets up a platform to announce 'What if every ending is a chance to start something better?' I also liked that the titles have been considered and add to the idea of the film, which is rare.

BEST PRINT
Winner: Dulcolax: Desperate Turds. Anyone who has ever needed this product will look at this ad and say that's how it feels to be constipated. Shit waiting to get out. Brilliant. The more you study the illustration the better it gets - in an Escher-type way the story unfolds. Which I guess is perfect for a laxative.

Runner up: CJFE: Defend Press Freedom.
Does it draw you in? Yes.
Does it make you read the headline? Yes.
Have I seen it before? Yes.
Does that stop it being a simple, powerful and effective ad? No.

BEST OUTDOOR
Winner: Amnesty International: Portraits. A simple idea and a simple photographic technique are used to land a powerful point - To highlight a report that demands the truth about 152 missing people in Uruguay since the military regime took over. Using a semi-exposed photographic paper the mailer literally makes people disappear into black when the mailer is exposed to light. Simple and powerful.

Runner up: TD Canada Trust ATMS: Sometimes You Just Want To Say Thank You. A bank that gives something back to its customers, is an advertising/marketing trend that's on the rise. Canada Trust have taken that approach but executed it in a way that genuinely tugs at the emotions rather than opting for the more corporate approach. Of course Coke got there first with their Giveaway Happiness machines but this still works well nonetheless.

BEST INTERACTIVE
Winner: Prime TV: Favourite Child Detector. Parents will never tell you who their favourite child is - partly because they genuinely don't have a favourite and partly because they know what a shit-storm it would cause if they confessed to the truth. So, in promoting the politically incorrect comedy 'Modern Family', Prime TV invited you to use an app that can detect who your favourite child is. A perfect fit with the disruptive nature of the programme.

Runner Up: Grolsch: Movie Unlocker. A great bit of technology - to be able to bang your beer against your Mac and get a free film of your choice. Hopefully it will get a bit of a following but there are many portals when it comes to choosing how to watch a film and I'm not sure I'd want to be tied to a brand/bottle in order to enjoy that experience. However would I give it a go? Definitely.



This week's guest judge is Gary Robinson, joint executive creative director at FCB Inferno, London.

Before joining FCB Inferno Gary was one of the founders and creative director of Farm Communications, a top 50 advertising agency with clients including Daimler Chrysler, the COI, Heinz and Nestle which sold to Cello PLC in 2006.

His creative campaigns for Tango and The Co-operative Bank were featured in the 'Brand New' exhibition at the V&A and his work for Harley Davidson was recited in Lance Armstrong's autobiography.

Gary, together with his partner Owen, was one of the original members of the Coolbrands Council which he served on for five years and is currently on the council for Superbrands.