Seen and noted

BEST TV
Winner: Under Armour: Prince of 1000 Enemies. This one takes the prize on the sheer badassness of it. Cam Newton charging through the forest, literally through the trees, as his mom reads an excerpt from Richard Adams' Watership Down. Very cool that nowhere in the spot did we see a football field, or a stadium tunnel, yet somehow this still felt like Cam's world. Also cool that the VO is pulled from a book about rabbits.

RUNNER-UP: Maltesers: Theo's Dog. Very close second here, and proof that a quiet ad can grab you just as effectively as a loud one. What I love about this spot is that it puts diversity center stage, but it doesn't make it all about that. You're far more interested in her story here than her disability, and that reminds us that we're all just people. People who like to shoot it with their friends and nosh on a bag of Maltesers from time to time.

BEST PRINT
Winner: DiaTribe: Boy. A powerful statement on the long-term effects of childhood obesity. Take a park bench, make it look like a cage in the shape of a very specific human form, and then give it a face that expresses sadness. Not easy.

Runner-up: Iberogast: Making Excuses. Good pharma can get your attention without even mentioning physical symptoms, and with IBS that's probably a good idea. They did a solid job of it here.

BEST OUTDOOR
Winner: Hansaplast: Turning Tears Into Smiles. As a frequent playground medic, this one really resonated. What an awesome way to get kids to process the sadness of a boo-boo, and then turn it into a story they'll love. Happiness/FCB, you have lived up to your name.

Runner-up: Society: Matches That Help To Quit Smoking. A simple, visual reminder to smokers that every cigarette has an effect on your lungs. It's smart the way they incorporated the message into the physical act of the behavior they're trying to change.

BEST INTERACTIVE
Winner: Google: Explore the National Parks. It seems a tall task to capture the grandeur of our national parks in a web experience, but this does a pretty darn good job of transporting you there. Tight interaction design makes it all feel very accessible, and guided tours from real-life park rangers add to the authenticity.

Runner-up: Mi Sangre es tu Vida: Blood Adventures. At some blood drives you get chocolate chip cookies and orange juice. At this one you get free days of ziplining and parasailing. That and the knowledge that you just helped Costa Rica even out the blood type disparity in their national supply. What did you do on your vacation? I had myself a Blood Adventure.




This week's guest judge is Al Patton, SVP, executive creative director at 22squared, Atlanta.

Patton oversees the creative team at independent full-service advertising agency 22squared's Atlanta office, as well as campaigns for its clients like Baskin-Robbins, Dunkin' Donuts, Mizuno, Toyota and more. Prior to 22squared, Patton was at R/GA working on clients like Samsung and Nike, ultimately serving as VP, group executive creative director. For Samsung, Patton oversaw both above and below-the-line work for multiple product and platform launches, including the multi-award winning Jay Z Magna Carta Holy Grail app and the recent launch of Samsung Pay. On Nike, he led the creation of numerous noteworthy digital initiatives, among them the Nike Football Head2Head utility and the Nike SPARQ Training app.

Patton's work has been recognized by national and international award shows including Cannes Lions, CLIO, The One Show, D&AD, London International Awards, ADC, Webby Awards, and Effies, among others. In addition to R/GA he has worked at Tribal DDB, Digitas, FCBi and Deutsch, on such global brands as American Express, Reebok, Diageo and Kraft.