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Seen and noted

Malcolm Poynton, global CCO/president creative, Cheil Worldwide

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    November 14, 2022 12:46 (Edited: February 17, 2023 05:19)
BEST TV
Winner: John Lewis 'The Beginner'. Since John Lewis began the UK's 'SuperBowl of advertising' with its Christmas campaigns back in 2007, one thing has weighed heavily on their shoulders - the public expectations for next year's spot. And yet, here we are again, 15 years later and the story keeps getting better. A beautifully pitched, heartfelt reminder to UK consumers of the true spirit of Christmas (not-to-mention, of John Lewis' commitment to the UK public thanks to their support for Children in Care.)

Runner-up: Boonthavorn 'Umm..'. I love the ability of Thai advertising to grab hold of an insight and then creatively take it some place other - usually humorous, disruptive and memorable. In this case, for the home improvement category. The fact Thailand's film production and craft is right up there with even the biggest budget markets is equally worth celebrating.

BEST PRINT
Winner: Ricocan 'Happy Halloween'. Dog lover or not, I think we all know how far pet lovers will go to indulge their furry friends. So, I can't help but applaud the opportunist ingenuity of dishing up a Halloween treat for dogs. Sometimes, it's that simple, eh?

Runner up: BrewDog 'Proud Anti-Sponsor of the World F*Cup'. While the 'anti-sponsor' approach is familiar, it's usually done by brands with their tongue firmly in cheek. In this case, not so. I selected this ad not because I think it's particularly eloquent or well crafted - it clearly takes a blunt and direct stance. What's fresh is the role the brand has decided to play in the face of other major brands supporting an event with questionable ethics. Let's see what BrewDog punters think.

BEST OUTDOOR
Winner: Scapegrace Distilling Co. 'Whiskey Beyond It's Time - New York'. With half of the world's OOH seemingly wired up to the internet, we've not even scratched the surface of what's possible in this space. In this case, something super simple - you're in London or NY and you see a time stamped product beauty shot 'live' streamed in from tomorrow! In a category that's drowning in tradition and yester-year, this works to announce what must surely be the world's newest Whiskey brand all the way from New Zealand.

Runner up: Head for Change 'Unforgettable Moments - Gerd'. Although it feels more like a print ad, it made me look (and read) - the surprising fact that footballers are 5 times more likely to suffer from Dementia. Somehow I reckon that's going to be unforgettable when I see the next footballer head the ball. Feels like a good first step in awareness-raising for Head for Change.

BEST INTERACTIVE
Winner: Steak-umm 'The Meataversity of Steak-umm'. Brilliant. While everyone is talking about the Metaverse, Steak-umm is in the Meta-verse. And while the (un)real world of the US mid-term elections is awash with fake news, Steak-umm are using a healthy side of wit to get Decentralanders clued-up on 'real' from fake. Exactly what the fake world of the Meta-verse needs.

Runner up: Fresh Step / Best Friends Animal Society 'Adopt A Stray'. Recruiting influencers from the game Stray to promote adopting a cat is a slam-dunk. So simple (and yet behind the scenes, likely not so simple to make happen.) With 3.2 million cats entering US animal shelters, there's a lot of recruiting to be done - I'm not sure Stray's 67,000 players is going to solve the issue but it's at least 67,000 more engaged and enthusiastic cat lovers than last year.



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This week's guest judge is Malcolm Poynton, global chief creative officer, president creative at Cheil Worldwide.

Recognised by AdAge as one of the 'World's Top 10 Digital Minds', two-times Jury President at Cannes, Malcolm has creatively led Saatchi & Saatchi, Ogilvy, SapientNitro and Cheil WW to Agency of the Year titles.

Passionate about redefining how brands move consumers, Malcolm has built teams responsible for acclaimed firsts as diverse as Foot Locker's Sneakerpedia, Dove's Campaign for Real Beauty, British Airways' Johnny Foreigner campaign and Samsung's #BeFearless.

Since Malcolm joined Cheil WW as the network's first ever Global Chief Creative Officer in 2015, Cheil has become one of the world's leading creative networks; winning Asia Network of the Year, and Agency of the Year titles in Hong Kong, China, India & South Korea.

In the past year alone, collecting over 350 global awards for clients including Adidas, Starbucks, Uniqlo, Tesco & Samsung.

A proud Kiwi, former member of the NZ Yachting Team and recipient of NZ's World Class New Zealander award, Malcolm lives in London where he is a Patron of The Royal Academy of Arts, Member of the Academy of Digital Arts & Sciences and sits on the advisory Boards of D&AD and WARC.


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