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Seen and noted

Guest Judge: Susan Credle, global CCO, FCB, New York

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    June 13, 2016 09:54 (Edited: February 17, 2023 05:19)
BEST TV
Winner - TOM: The Art of TOM. I must confess, I watched the six films over a slow WiFi, which required repeated viewings. But it was on these repeated viewings that I was able to appreciate the sound design, the voice-over casting, the 2D animation and, especially, the writing in this particular film. "Salty whispers." "A life of duress reveals gems clustered candy bright." "The truth is mouthed." If it weren't first thing in the morning, I would be searching for a bottle of Church Road Tom Merlot-Cabernet Sauvignon, right now.

Runner up - I couldn't find a clear winner here. So I decided to let the tie go to the film that changed my mind about a business. While I think the film would be more magical with a tighter edit, Travel Money; Magic Money made me rethink using the post office for this service. It also went a long way toward humanizing the place.

BEST PRINT
Winner - Samsonite: Yellow. I am always amused when I watch people taping up their suitcases. Should I be doing the same to mine? The wrapping phenomenon is the start of a Samsonite brand conversation. And it is a generous idea from Samsonite. Temporarily helping people with their insecurities about their luggage, while at the same time using that vulnerability to speak to the durability of Samsonite. The idea makes a nice poster. The people-generated moving billboards posing as luggage are even better.

Runner up - Ironage: Athletics. A beautifully designed poster. In a simple, metaphorical visual, I feel the endurance needed to succeed as an athlete. While not necessarily differentiating for Ironage, it's a strong, empathetic message from a sports drink.

BEST OUTDOOR
Winner - Breast Cancer Awareness Month: Cancer Uncensored. When a company like Gollo sees legalities getting in the way of doing the right thing and realizes it can do something about it, cause marketing doesn't get more genuine, authentic or powerful. I can only imagine how many women and men will show their appreciation for Gollo by shopping there.

Runner up - Save the Children: Paper Glasses. I love the lateral thinking here. What can we do to keep kids in school? Find a real problem that can be solved easily. If you can't see what the teacher is showing you, it's very hard to succeed. Testing children's vision is the beginning of better test results in school. And better test results keep students excited about learning.

BEST INTERACTIVE
Winner - Samsung: Design Your Time. While we have seen a lot of consumer-generated content in interactive, I find myself questioning whether this is content or simply a brilliant product idea. A watch that changes every second? A watch that celebrates every second with a new piece of art? In that second, the question "Why bother wearing a watch?" is answered.

Runner up - Whiskas: Kitty Adventures. A simple idea. Care about the cat before you decide to care for the cat. Yes, we fall for the sweet pictures of animals but the more real Simon becomes through storytelling, the more likely Simon is going home with a family that truly wants him. I also like that this idea can go on forever because, unfortunately, I don't see an end in sight for the need to adopt abandoned pets.

BEST RADIO
Winner - BMW: Mark. Sometimes, nicely written dialogue pulls you in and makes you a part of the story. There was just enough curious language here to keep me interested. The words asked me to put the picture together in my head. By the time I realized what was being advertised, I had a clear vision of two guys awkwardly conversing on a BMW bike.

Runner up - Berlitz: Lingua Fantastica Cutesy Japanese. While this is so not "PC", I find myself laughing at the entire campaign. After getting over the guilt of being amused by cliches, I then find myself picturing what type of people want to learn Japanese so they will come off cuter. Maybe I just like this spot because it reminds me of one of my favorite Berlitz ads ever, which featured an American Naval Captain: "We are sinking! We are sinking!" German Desk Officer: "What are you sinking about?" Sometimes stupid humor is the best.



https://www.bestadsontv.com/news/upload/Susan Credle Headshot (1).jpg
This week's guest judge is Susan Credle, global chief creative officer, FCB, based in New York.

The creative brilliance responsible for making the iconic M&M'S "human" and for the legendary Allstate's "Mayhem" campaign once dreamed of a life outside of a suburban neighborhood in the Carolinas after watching Ridley Scott's "Share the Fantasy" spot for Chanel. Parallels are often drawn between the fictional Peggy Olson from Mad Men and Susan Credle, who started out as an intern at BBDO and moved up the ranks to become EVP, executive creative director. In 2009, she moved to Leo Burnett USA, where she was credited with the shop's creative resurgence.

As global chief creative officer at FCB, Susan furthers Carter Murray's ambition to burnish the agency's creative product and reputation. Susan is one of the industry's leading creatives and an important voice representing women. She has received numerous industry accolades, including CAF's Chicago Ad Woman of the Year in 2013, Advertising Age's 100 Most Influential Women, Business Insider's Most Creative Women in Advertising and induction into the AAF's Hall of Achievement.


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