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Seen and noted

Guest Judge: Justin Joshua, global creative lead, The LEGO Group

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    May 01, 2023 23:22 (Edited: May 02, 2023 09:22)
BEST TV
Winner: Wood Milk 'Got Milk?'. I recently substituted real milk for oat milk, and I enjoy it a lot especially with coffee, still this commercial with Aubrey Plaza is a gas, as she takes aim at milk substitutes threatening to gain market share over the real thing. The tone of voice fits perfectly with previous 'Got Milk?' campaigns and she ends by proving that, just because you have that milk-stache, doesn't mean you got milk, or do you?

Runner-up: Tag Heuer 'The Chase For Carrera'. Working at The LEGO group, I am often on set with some ridiculously awesome products, and you can feel the cast and crew eyeballing the product, hoping we forget one behind, so I am pretty familiar with that feeling of separation anxiety demonstrated in this commercial. This was a fun and entertaining commercial to watch, and if I am slightly critical, it could have been half as long, avoiding unnecessary repetition, especially of some of the gags.

BEST PRINT
Winner: Marmite 'Baby Scan'. The print being the stronger element of this campaign. Nice to see Marmite leaning into this funny insight once again with a quirky new executional campaign. The print is fun and attention grabbing for sure, and enjoyed that they ended it with a invitation for parents to join the study, strategically smart way to get Marmite into the consideration of a whole new generation before they are even born, or try to at least, after all, you do either love it or hate it.

Runner-up: Black market 'Camera Roll - Selfie'. Black Market, it is so Berlin. No nonsense, to the point, with attitude, I like it, or as they may say in Berlin, 'ja das ist nicht schlecht'. I also like the idea of renew rather than new. I like the art direction, the simple layout and the candid photography. A lot to like.

BEST OUTDOOR
Winner: Change the Ref 'The new recruits'. It is absolutely devastating to read the school aged kids gun deaths stats, especially compared to active-duty military personnel. The idea of your kids being safer in war than at school is just mind blowing. Well done to the team for finding this eye opening comparison and insight that definitely delivers a powerful message at the right time as well. Great to see a strong headline and a strong image still can win the day.

Runner-up: Cerveza Arequipena 'Bottle Tiles'. This is just such a lovely simple, connect the dots kind of idea. Useful, appropriate and suited the product while being educational as well.

BEST INTERACTIVE
Some of the most interesting work is in the Interactive category for me this week.

Winner: Skip express lane 'The Inflation Cookbook'. One of the smartest and most intuitive uses of real time data sampling and design I have seen in a while. It is a practical and useful tool for an improved and optimized customer experience driving smart and intuitive shopper outcomes that extends into lifestyle as well. Just brilliant. Hoping this gets implemented beyond Canada to the rest of the world.

Runner-up: SuperMax 'Reusables'. Following on the trend of reusability rather than waste, this is a great insight led idea, executed in a simple and easy to use way. Hoping this gets implemented on a larger scale as well.



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This week's guest judge is Justin Joshua, global creative lead at The LEGO Group, Denmark.

As many of his friends have pointed out, Justin does have the best job in the world, at The LEGO Group, and is often overheard describing himself as a modern day Willy Wonka or Peter Pan (thankfully, sans the awkward green tights).

For the rest of his career, spanning 2 decades, he has lived a nomadic creative lifestyle, meandering across Africa, Europe and Asia, making friends, collecting experiences as well as a few shiny objects along the way.

He feels extremely fortunate and honoured to have had his work celebrated by the most important awards shows in the world, such as D&AD, Cannes, One Show, ADC, NYF, LIA, Epica, Eurobest, WPPED Cream, and The Loeries, including 3 Creative Circle ads of the year. Regularly featured in AdAge including 20 best Ad campaigns of 2021, Lurzer's Archive, Contagious magazine's Campaign of the week and Shots Magazine.

He has enjoyed jury duty on international and local awards shows including New York Festivals, Art Directors club of Germany and The Dubai Lynx, and is a creative council member of the ADC of Germany and Europe. Justin has loved being able to give talks to and portfolio review the next gen of creative talents at Miami Ad school Hamburg, Noroff in Norway and Red & Yellow in South Africa.

As much as Justin may find shiny objects pretty to look at, he believes the true joy of our industry is in the process: 'The struggle, the love, the common desire we all share to change things for the better, and to leave our mark, sure we need to celebrate the end result, but the true magic is in how you get there'.

In his spare time, Justin aims to become better at being a dad, photography, guitar and riding his bicycle through forests at high speeds.


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