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Seen and noted

Guest judge: Roger Baldacci, ECD, Arnold, Boston

 GUEST JUDGE /BEST AD OF THE WEEK   USA    January 13, 2010 07:08 (Edited: April 12, 2011 07:29)
http://www.bestadsontv.com/news/upload/Roger%20has%20an%20idea-USE-THIS.JPGThis week's guest judge is Roger Baldacci, EVP, Executive Creative Director at Arnold, Boston. Roger is a Creative Director on all of ESPN's interactive business including fantasy football, fantasy baseball and ESPN360.com. While Roger manages teams of creatives, he also serves as a senior writer who works on several of Arnold's accounts.
Prior to joining Arnold Roger worked at Fallon in Minneapolis. At Fallon, Roger worked on many high-profile national brands including BMW, Miller Lite, Nikon, Starbucks and International trucks.
A Boston native, Roger began his career working at several New England agencies. Roger has devoted much of his career to working on youth-oriented brands. At Arnold, Roger ran the 'truth' anti smoking campaign for three years and has written some of truth's more iconic spots such as the Emmy-winning 'Shards O' Glass' Super Bowl spot and 'Singing Cowboy'. Roger has also worked on VW, Timberland, and TAG body spray.
Roger is the most awarded creative at Arnold. His shelf is full of Communication Arts, One Show pencils, Cannes lions, Clios, MPA Kelly Awards, New York Art Directors Club, British Design & Art Direction, Radio Mercury awards, London International as well as several goofy props from past commercial shoots.

Best TV: Leica Anti Shake cameras. I'm a sucker for simple. When everyone else is trying to invent new media and project their tweets on a live manatee, Leica comes out with a brilliantly simple product demonstration....

BEST TV
Best TV: Leica Anti Shake cameras. I'm a sucker for simple. When everyone else is trying to invent new media and project their tweets on a live manatee, Leica comes out with a brilliantly simple product demonstration.
Runner Up: Twix 'Crooked Face'. I was going to go with Praja.org spot for the craft of it alone, but I knew where it was going straight away and didn't feel rewarded at the end. For Twix, I had no idea where it was going so I was captivated til the end. Love the way it was filmed and it's just a really interesting way to sell a goofy candy bar.

BEST PRINT
Best Print: Magielle lingerie. Just when you thought you've seen all the lingerie ads, you get this. I love this because it's conceptual, simple, well photographed, and features a hot model with an amazing rack.
Runner Up: Scitech 'Bed of Nails'. I wanted to like the Cannon ad but didn't really get it. If it's the Playboy icon from a different angle, I like it - but where's the bow tie? So that left me with 'Bed of Nails'.
It must be an award show season for a junior team somewhere. But this 'pro bono' effort is still funny and well executed. But better make sure it ran before you enter it into The One Show, otherwise you're screwed.

BEST OUTDOOR
Best Outdoor: McDonalds 'Steam Transit Shelter'. Simple. Captivating. Brilliant. My only complaint is that there's a bit too much 'steam' - making it feel like a smoke-filled coffee shop in Paris. But very memorable.
Runner-up: Heineken 'Stadium of Dreams'. I'm not exactly sure what was going on here, but these people seemed to go through a lot of effort and they used the web to make a live sculpture of sorts, so this must be great. It would probably be more clear to me after shot-gunning a few Heineken keg cans.


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