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Seen and noted

Guest Judge: Vince McSweeney, CCO, McCann Central

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    November 07, 2022 19:44 (Edited: February 17, 2023 05:19)
BEST TV
Winner: The Joshua Ribera Foundation 'Life Cut Short'. Geez. Thanks for putting me in an awkward position with this one. Yes, it's a McCann execution, but I wasn't involved with the work. I wish I had been, though. It poses the question 'what if?' and answers it in a way that leaves no doubt as to what we've all lost. It's a powerful execution that resonates well-beyond its intended target audience.

Runner-up: Shelter 'Brave Face'. You hear that track and you immediately know this spot will play in one of two ways. Unfortunately for the protagonist, but fortunately for the desired reaction to this film, it's the more unexpected of the two. This ad hits hard. The casting’s spot on. Great shot selection and editing too. But it's that track... ah, man. That track against those visuals punches you right in the stomach.

BEST PRINT
Winner: ROXY Cinemas 'Big movies deserve bigger screens'. I love the art direction. The big, open sky. The thin strip of sand at the bottom leading your eye to the vehicle. The line written above it in white on a light grey background. Everything about this execution had me ready for a clever resolve. And then I read the line. And I read it again. And I kind of feel like the proper idea is still out there somewhere under the big, open sky.

Runner-up: Abstain. It was a struggle to find even one choice for this category.

BEST OUTDOOR
Winner: La Maison Grise 'Fear Window'. I'm awarding this for the idea rather than the execution. I can understand why it was executed in the way it was, but I find the thought underpinning it far more frightening. While we're decorating our own houses with 'scary' plastic skeletons and 'spooky' cut-out ghosts, the real horror that's domestic violence is happening all around us in our streets and neighbourhoods. It's sickeningly real and something we should be tackling all year round, but it seems especially powerful to be highlighting it at this time of year.

Runner-up: Abstain. I couldn't choose a second.

BEST INTERACTIVE
Winner: Columbia Journalism Review 'Everyone's Pressworthy'. I have a very simple measure when it comes to ideas and executions - have I ever seen it that way before. Everyone's Pressworthy passes on both fronts. The idea itself feels fresh and forces me to 'see' the issue differently by making it relevant to my own life. And the site executes the data visualisation in a different and engaging way too. To top it all off, after you've seen how much (or little) coverage you'll get - and feeling a little hard done by – it shows pictures of missing people who've received no coverage at all. Wow. That bursts your self-pity bubble very quickly.

Runner-up: The Legion National Foundation 'Letters Home'. This is such a clever piece of work. It's emotional layer on top of emotional layer. Executed very simply but in a way that brings the past hurtling into your own living room. Personally, I'm not sure if I'd want to receive one of the letters or not. But maybe that's the whole point. Even imagining what those letters might say is enough for me to appreciate the sacrifices made by previous generations.



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This week's guest judge is Vince McSweeney, chief creative officer, McCann Central.

Originally from Melbourne, Vince moved to the UK with his family in 2010, and in the blink of an eye, now finds himself quite a bit older and chief creative officer of six McCann offices across the country. With brand experience in all sectors and disciplines, and a long list of national and international client wins to his name, Vince has also seen his work recognised at all major international award shows. Including Gold in Radio at Cannes for the Dexcom 'No More Pricks' campaign.

Before moving to the UK, he was creative director of McCann Melbourne and McCann Sydney working on brands such as Holden, Mastercard and L'Oreal. And prior to that, he was working in the hospitality industry as a fully-qualified chef. A trade he freely admits is completely different to advertising and yet, the perfect training for a life full of tight deadlines and creative expression.


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