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Seen and noted

Guest Judge: Chuck McBride, founder/CCO, Cutwater, San Francisco

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    August 29, 2016 09:06 (Edited: August 29, 2016 19:06)
Best: Ikea. The Ikea catalog is a bible for many and coming up with ideas that keep it fun and interesting would be a pressing challenge. What I liked about this idea the others lacked was self-deprecating humor. All the others seem to try hard to prove themselves with visual escalation where this one remained stark and simple.

Runner up: Hornbach. While this idea is good at over dramatizing home repair emotions, it tries to be smart about where these feeling of intensity need to leave you. So the little almost silly transition to the home at the end helps the audience in on the joke.

Print was harder to choose. They all had merits. But the ones that really simplified the proposition to more visual language are the ones that I’ll choose.

Best: Colgate. Any time you make an image this simple to demonstrate a product, do it.

Runner up: Irish Thoroughbreds. I think I understood it. But maybe more importantly, I wanted to figure it out.

Best: Rail Safety. Few times can you help people in a way that truly is useful. If what this said was true, I hope this idea saved a few lives as well as won this acknowledgement.

Runner up: Triathlon clothes. Interesting category for this idea, but one where at least the product could entice an emotional get.

Best: Pizza Hut. The idea was almost so dumb it's genius. It takes itself seriously even though it isn't. And it is fun. Like pizza

Runner up: Samsung Basketball.

Best: Optus. Love the idea to record the calls when athletes tell their parents they are off to the Olympics. It's pure and raw and that's what made this one stand above the rest.

Runner Up: Craigie Tavern. Simple idea and well executed, and it even included a little offer at the end. It's easy for radio to get too cute and over-produced, but this one just let the straightforward read speak for itself.
This week's guest judge is Chuck McBride, founder and chief creative officer at Cutwater, San Francisco.

With partner Christian Hughes, he co-leads the creative and cultural vision of the agency.

Chuck founded Cutwater in 2007. Under his leadership, Cutwater developed iconic work for Brawny, Peet's Coffee, Ray-Ban, Jeep, LensCrafters, and BNP Paribas. In 2011, the partners took the agency independent.

Prior, Chuck was the creative director of North America at TBWAChiatDay, where, alongside Lee Clow he won Sprint, Mars, Adidas, and Agency of the Year, twice. While running the San Francisco office, it became the most awarded agency in the world. Chuck also worked at Wieden + Kennedy running the Nike account, and at Goodby Silverstein & Partners where he worked on Isuzu and the "Got Milk?" campaign.

Chuck has been nominated five times for an Emmy, awarded one. He fared way better at the Cannes International Advertising Festival, D&AD, One Show, Clios, Communication Arts, NY Art Directors Club, Addies, and Effies. Much of his work is on permanent collection at the Museum of Modern Art. Creativity Magazine named Chuck one of the 50 most influential creative people in the industry. Adweek twice named him a creative all-star. He has served on every major award show jury and has spoken at many industry councils on talent, collaboration, strategy, media, and story.

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