Browse ads: Automotive- Alcoholic beverages- Clothing- Cosmetics- Entertainment- Food- Travel- Telecommunications- More...

Seen and noted

Guest Judge: Eugen Suman, ECD, Friends\TBWA Bucharest

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    July 03, 2018 11:55 (Edited: February 17, 2023 05:19)
BEST TV
This week's TV ads were a mixed bag for me, but a clear winner was nonetheless evident: Pond's Men - Bodybuilder. What a wonderful mix of American dry humor and Asian imagination. It keeps you interested until the end by being entertaining, the actors never missing a beat. The runner up, for me, would be the "You've got hipsters" ad, and it's just the runner-up because I feel it falls somehow flat. The premise is great, but it's just not there yet when it comes to the actual execution.

BEST PRINT
Print is a category that I love, and it's a category that's dead. The media for it doesn't exist anymore. The new print ads are the facebook posts, but they can never come close to the beauty and the elegance of a well done print ad. Since it's one of the oldest forms of advertising expression, it has been executed incredibly well throughout the decades and, as such, to do print justice today is unbelievably hard. Even when you look at Cannes winners you rarely find print work worthy of the history of the medium. Unfortunately this week's selection doesn't really manage to come through, so I'm afraid I cannot select any best of.

BEST OUTDOOR
Now outdoor that's a different story. You can say all the stories that print lets you say, albeit with less words, but you can also go crazy technological and make your outdoor piece travel around the world. And you can see I'm right in this week's selection, with work that's inspiring and well crafted. The winner of the week is definitely the Minecraft piece. Wonderful way to do a stunt that is born in Minecraft but has real world effects in rebuilding the corals. And isn't it great when an outdoor that you can't normally see unless you scuba dive where it has been placed has the power to be seen and admired by everybody? Runner-up is the brave Babbel execution, very relevant in the context of the world cup and Russia's aggressive stand against personal freedom. I would also like to mention here the Philips Avent series - if they were in the print selection they would have had a very strong case for being selected. As it is now, a visual cannot compete with the extra layers that the others brought to the table.

BEST INTERACTIVE
Interactive was also a bit underwhelming this week, with the very notable exception of the winner: the Dot Mini. I was glad to see it pick up several other statues, as it's the continuation of a product design / digital idea that can truly change lives for the better. I'm afraid all others pale by comparison, so there will be no runner up from me this week.



https://www.bestadsontv.com/news/upload/eugen.jpg
This week's guest judge is Eugen Suman, executive creative director at FriendsTBWA Bucharest.

Before joining his current agency he worked for Kubis Interactive, McCann Prague, Y&R Prague and others. During his career he has won numerous shortlists and awards at the most important local and international creativity festivals with agencies from three countries. He's also very proud of partnering up with clients such as McDonald's, Unilever, Molson Coors, BAT, Bang&Olufsen, LIDL to deliver market excellence. There's always something new to learn, so he's trying to do just that every day.


Gold sponsors

Silver sponsors

Search blog

Members

Past guest reviewers

Latest news

Blog categories

Blog archives

RSS feed

RSS Articles
Visit Campaign Brief for Australian creative
advertising news