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Seen and noted

Guest Judge: Merlee Jayme, chairmom/CCO, Dentsu Jayme Syfu

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    November 13, 2017 12:56 (Edited: November 13, 2017 23:56)
Best: The North Face Imagination. I loved the insight. The story naturally celebrates what the brand stands for. With the awesome free-skiing moves and shots, going outdoors has never been so exhilarating.

Runner-up: ACV The Dummy. I found the car crash test dummy as a credible endorser for this new insurance offer for bike safety. His "life problems" add charm to the spot.

I really don't have a "best" in this category.

Best: TrackSAFE NZ and KiwiRail Trackstoppers. This band will literally "stop you in your tracks". I've seen many public service spots on road/railway safety but I found this funny, fresh and cool.

Runner-up: CNBC The Job Interview. It's as if a job interview in one of the big networks is not nerve-racking enough, this idea brings it out in the middle of The Rockefeller center amidst passersby. This stunt definitely succeeded in pressuring applicants all the more to bring out the best (or worse) in them.

Best: IKEA True View Ads. Long, boring, totally senseless. But, that's the whole point. I felt like a peeping Tom and somehow, I wanted to get involved. And just when I'm drawn into nothingness, I see the price of the IKEA stuff one at the time. This messes up with our viewing behavior and I love it.

Runner-up: Christie's The Last da Vinci - The World is Watching. This spot is beautiful and surprising. It could have been a little bit shorter. (1).jpg
This week's guest judge is Merlee Jayme, chairmom and chief creative officer at Dentsu Jayme Syfu in the Philippines.

Merlee is the first Filipino to be awarded Campaign Asia Pacific's Creative of the Year for Southeast Asia, the only woman in Campaign Brief Asia's Top 20 Creative Directors, a winner of a major awards like the Cannes Grand Prix for Mobile, a Grand CLIO, NYF Grand Award and the D&AD Yellow pencil.

She is the chairmom and chief creative officer of the newly integrated agency Dentsu Jayme Syfu. Under her leadership, her one-year old new family has already been named the 2016 Creative Agency of the Year for the Philippines by Campaign Asia and the inaugural SPIKES ASIA Country Agency of the Year 2017 for the Philippines.

Featured as one of CNN's Leading Women, she has also been recognized with the New York Festivals Creative Achievement Award and the IABC CEO of the Year 2016.

Working as a creative for 27 years, she has created memorable and award-winning campaigns for global Homecare, Personal Care that include brands from Unilever, Fonterra, P&G, Johnson&Johnson and Nestle.

Merlee is a sought after international speaker. She has shared valuable learnings and insights that include "Changing the World through Media" at the IAA Global Leadership Forum in London, "Hard Sell and Heart Sell" at the AdStars Festivals in Busan, Korea and "Gender Equality" in advertising at the Spikes Asia in Singapore and on "A Woman's Journey to Judging" at the recent LIAisons in Las Vegas.

She is an opinion leader when it comes to topics close to her heart: Mothers in a working world. She spoke about the "World's favorite target market: MOTHERS" at the Lions Health in Cannes, France and tackled the struggles of balancing home and career in SheTalk Asia's "Every girl Can" Conference.

With numerous jury duties every year, she has recently been the jury president for the CLIOs in the Direct/engagement/experiential category, D&AD 2017's forewoman for the Press Category.

She wrote a book on creativity, "Everyone Can Be Creative," a how-to-manual on looking at the world through imaginative lens. Her main purpose was to help young creatives including her daughters, by sharing challenges and inspirations from her 27 years of creative experience.

Merlee has four beautiful girls - the two older ones are young creatives in competing agencies, while the younger ones have their own creative pursuits in dance, writing, and sports. If there's one thing they all share is the love for telling stories.

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