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Seen and noted

Guest Judge: Steve Miller, ECD VP, Partner, FUSE Create, Toronto

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    September 26, 2022 16:17 (Edited: February 17, 2023 05:19)
BEST TV
Winner: Cubitts 'Gloriously Awkward'. This spot is beautiful in so many ways; aesthetically, script-wise, lensing, wardrobe. And it's curious. The script pulls you in. It builds intrigue. And that curiosity and intrigue has staying power. And the frames - the real heroes of the spot - they are as aesthetically beautiful as the spot. There is an awkwardness to this story, the couple, and yes, us humans and how we see each other. And it's all captured gloriously in these 30secs.

Runner up: Organisation National Network of Abortion Funds 'Eff-Urself'. Bold is always deserving of a nod - and this spot is bold. But it has to be. It's a bold subject matter. The beauty of this spot is at the end, where boldness turns to frankness, and a quiet realness that stops the spot in its track, and the viewer. Powerful stuff.

BEST PRINT
Winner: Goldberg Variations 'Music. Ballet. Side by side'. I'm a sucker for the subtle. For letting the viewer discover the reveal, the twist, the smile. This simple visual for the Goldberg Variations concert does this elegantly. In this week's grouping of print ads, this stands out, for what it's hiding.

Runner up: Kintab 'Guilty Aftertaste'. A simple headline. In fact, if that's all you read, you'd get the gist of the message, and that's what good headlines are supposed to do. And the art direction is as simple and effective as the headline.

BEST OUTDOOR
Winner: Pepsi 'Heat theory'. When boards interact with their environment in interesting, product-focused ways, that's a win. This board for Pepsi so simply communicates that when it's hot, you'll feel cooler with a Pepsi, essentially. But more than that, when boards interact with their environment in strategic ways, like communicating that Pepsi is cooler than anything 'red', that's a win-win (those sneaky Pepsi peeps!).

Runner up: Coopers 'Always Pouring'. Weather-related outdoor has been done (see the Winner above). Sure. But still, when it's done smartly, simply, strategically, beautifully, and focused on an ownable product attribute, it gets a nod. Cheers!

BEST RADIO
Winner: Four Square 'Daylight Savings'. Radio spots should perk your ears and break through the clutter. This spot does that. It has a lyrical delivery to the lines with a great voice actor that keeps you listening. The product/service is woven seamlessly into the narrative and so too is the insight, that earlier mornings mean more need for coffee. This wins for the perking of one's ears, and their mugs.

Runner up: Nova Entertainment 'Ghosts of Domestic Violence'. "Including my two-year old." That line got me. A well-written, well-engineered story with the right amount of texture and sound design to make it hit home. And then that line hits you square in the heart.



https://www.bestadsontv.com/news/upload/Steve Miller.jpg
This week's guest judge is Steve Miller, ECD VP, partner at FUSE Create, Toronto.

As executive creative director, Steve is responsible for the creative excellence of the agency. He works closely across all departments to ensure the messaging, channel, insight, and ultimately the work, works. It's an approach that's followed him wherever he's gone; from Cossette, to BBDO, to OneMethod, to now FUSE Create. And in the process, has earned more than 200 awards, including winning Bronze at Strategy Canada's 'Agency of the Year' Awards this past year.

During his 22-year career, Steve has had the privilege of working with some of North America's most influential brands including Pepsi, Frito-Lay, Microsoft, CIBC, McDonald's, FedEx, Nike, and Nestle, to name a few. Steve has been a member of the Seneca College Advertising Advisory Committee and sat as Chair of the Humber College Copywriting Advisory Board. Steve has also sat as Judge at the Cannes Young Lions, Webbys, New York Festivals, AToMiCs, CMAs, and Marketing Awards, and co-chaired the 2020 National Advertising Challenge. Steve is a regular contributor to industry publications and to colleges, and currently teaches part-time at the Miami Ad School.


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