BEST TVFavourite:
McDonald's Cravings. It's the day after Mother's Day and I'm on the other side of the world. So, it's through an emotional lens that I'm viewing this work and I have to say that the McDonald's "Cravings" ad really hit the spot. I wonder if it was conceived with mother's day in mind or not; either way it still works very well. I can't believe I haven't seen this idea before either - simple, emotional and not a COVID-19 mask in sight. Nice one!
Runner-up:
Microsoft. There are countless Teams/Zoom/Facetime-style ads on air at the moment for obvious reasons, but this one seemed to cut through the clutter. Maybe because my nine year-old son recently received a blue belt in martial arts and has taken to using me as a punching bag - usually an unexpected hit to the back, winding me while I'm in the middle of Microsoft Teams call. So, this is painfully insightful.
BEST PRINTNot a fan of the print this week, sorry.
BEST OUTDOOR Favourite:
Heinz Ketchup Puzzle. Jigsaw puzzles are everywhere right now, but I'm not a fan - I don't have the patience. However, I could probably just manage this one. Maybe they could do one for Heinz Yellow Mustard as well.
Runner up:
Superbus. It's been ages since I've seen a bus media idea done well: a flexible toothbrush on a bendy bus or a set of batteries where the engine is usually located etc. And although I'm not convinced that this wasn't done by some art students who broke into the local bus depot on a Sunday, I figure I should at least have one COVID-19 in the mix.
BEST INTERACTIVEFavourite:
Burger King #homeofthebillboards. This David bloke always seems to get it right. Put it this way, I'm sure dozens of clients planned on doing a version of this idea (mine certainly did) but none would have done it as fast or as well as this. So, for being first past the post, Burger King gets the win.
Runner up:
Sentosa. Knowing how long it takes to get any marketing up on a gaming platform, I have to give BBH Singapore a tick for this. Will one of you please tell me how you managed to get this done in a matter of weeks, not years?
This week's guest judge is Matt Cramp, SVP group creative director and a creative lead on Cadillac at Leo Burnett North America.
Prior to Leo Burnett in the US, Matt worked at Arnold Boston on CenturyLink and Carnival Cruises, then at DDB where he created award-winning work for FIAT, State Farm Insurance and the nostalgic "Jurassic Jeep" Super Bowl spot.
Originally from Sydney, Matt has also held roles at local agencies Leo Burnett, Lowe and Innocean.