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Seen and noted

Guest judge: Ewan Paterson, chief creative officer, DDB Chicago

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    August 25, 2010 06:56 (Edited: February 17, 2023 05:19)
https://www.bestadsontv.com/news/upload/EWAN-PATTERSON-DDB-CHICAGO-web.jpgThis week's guest judge is Ewan Paterson, Chief Creative Officer of DDB Chicago. Most recently, Ewan served as Executive Creative Director and Managing Partner of CHI+Partners in London; where he helped create a company with a diverse mix of talent from all disciplines working as one team. The agency's award-winning creative reputation was built on multi-media integrated campaigns for major clients like Toyota, Britvic, The Carphone Warehouse and The Times Newspaper.

Prior to CHI+Partners Ewan led creative for the British Airways, Unilever and InBev accounts at BBH London. He also wrote global campaigns for clients including Vodafone.

Ewan previously spent 10 years at DDB London writing award-winning campaigns for Sony, Volkswagen, Unilever and the Guardian newspaper. For three years, he was the agency's Joint Creative Director during a time when the agency won the Cannes Print Grand Prix for Volkswagen and was runner-up for Cannes Agency of the Year.

Ewan was born in East Africa to Scottish parents and now lives in Wilmette, Chicago with his wife, 6-year-old twins and their dog.

BEST TV
There's an un-written rule, or is it written, that you can't review your own work. Stops one being outrageously biased. And the like.
With that in mind I won't comment on the great addition to Drench water 'brains perform best when hydrated' campaign, featuring the great 80s track 'Oops Up-Side Your Head', accompanying a man who cleverly sorts his head out on his way to work while drinking the increasingly popular mineral water and instead say how much I enjoyed the craft and humor in the latest addition to the Carlton Draught campaign.

BEST PRINT
Print?

BEST OUTDOOR
Thank god for the outdoor and interactive sections. Both are full of inventive work. People trying to solve client's marketing needs in a different way. The Levi's stitches, real stitches down the road that takes you to the new store, is an idea that comes straight out of the product. (Oldies, like me, will remember the great Levi's 'stitches' cinema commercial by BBH.) And an idea so much more impactful than the standard answer: the half page 'we have a new store on the High Street' press ad.

BEST INTERACTIVE
And in interactive? Well, that un-written rule really stops me commenting on the completely engaging (my kids can't stop playing it) truly interactive, straight out of the product idea that is Spin Art for McDonald's real fruit smoothies - as it was beautifully created by our friends at Tribal DDB - and instead say how much I liked the virtual orchestra conductor idea for the Colombia National Symphony. Everyone loves being a conductor. Watch the 'Last Night of the Proms' if you're not nodding in agreement. Again an idea that offers enough of a reward to get people involved. Which is an un-written rule of successful interactive ideas.


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