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Seen and noted

Guest Judge: Doerte Spengler-Ahrens, CCO, Jung von Matt/Elbe

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    September 20, 2016 10:41 (Edited: September 20, 2016 20:41)
BEST TV
Winner: Adidas. After all the TV ads to celebrate the handicapped sportsmen, running with one foot I must say this is a very honest one because it mirrors the thoughts of the viewer. It focuses on the word "odd" which is exactly what people think when they see handicapped people performing as athletes. The TV spot turns around the meaning of the word "odd" and disarms it. As a result you feel odd finding running with one leg, odd. So it not only motivates the handicapped to keep on performing but also the regular sportsmen to stop finding it odd.

Runner-up: Old Spice. Yes, this is another Old Spice ad. Yes it has to compete with all the former Old Spice ads. Is it as good? Is it better? Is it fresh? Isn't it a quite regular gag with a classic build up? Yes it is. But it is really funny.

BEST PRINT
Winner: McDonald's. It is a very simple and striking idea which focuses on the popularity that McDonald's has. Not more and not less. This pureness makes it so outstanding - say it like it is. But in a way that feels fresh. No food porn. No arguments. No decoration. Just great.

Runner-up: McCafe. To Toucan ad is just beautiful and clearly nailing down the message as well. Yes, it's not the first time we've seen this idea of painting something on hands and using it as strong pictures. But in this tradition it's a very nice one.

BEST OUTDOOR
Winner: Volvo Test Drive. What a great idea to convince test drivers to test the competitor. In such a simple and sympathetic way. You can immediately understand why people would follow the message.

Runner-up: Smart Ice Cube. This was a tough one. Because to be honest, none of the examples felt really fresh and appealing like they tried to appear in the case film. Martini is just a nice product idea. Not more and not less. But if it works, it is great.

BEST INTERACTIVE
Winner: Bear Driver. Entertain children on long road trips and make them control the speed their parents drive? What a great idea. And really nicely done at the same time. Congratulations!

Runner-up: Mastercard Priceless Delivery. If this a real- this is great, A smart simple idea that was also probably super tough to get realised. I hope it was. Because it plays with human feelings.



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This week's guest judge is Doerte Spengler-Ahrens, chief creative officer at Jung von Matt/Elbe in Hamburg, Germany.

Doerte studied visual communications and started her career as an art director then switched to copywriting.

After working for several agencies, she started as a copywriter at Jung von Matt in 1995 where she became a CD after only three years.

In 2000, she founded her own company MARIA.

In 2001 she came back to Jung von Matt and established the agency Jung von Matt/Spree in Berlin as CCO with two partners.

Afterwards she founded the first international branch of Jung von Matt: Jung von Matt/9.

Eight years later she founded Jung von Matt/Fleet with clients like Zalando, Sixt, Mercedes-Benz and DER SPIEGEL.

In November 2013 she has taken on the direction of Jung von Matt/Elbe with partners and additional clients such as NIVEA, OBI, Techniker Krankenkasse, EIS.de, Otto, MAN, Netto, 1&1, Depot, Jim Beam and many more.

Doerte is one of the most awarded German creatives.

She is presidium member of the Art Director's Club (ADC), board member of the ADC Festival and Congress Hamburg, and was a judge for the most important international and national award juries within the communication sector (Cannes 2x, Clio 2x, Eurobest - jury president, LIAA 6x including jury president, The New York Festival, ADC New York, One Show, D&AD 2x, ADC Europe 5x, ADC Germany every year, etc. etc.)

She loves her work, her husband, and her son Bela. She also loves to travel and to meet people - if possible, everything at the same time.


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