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Seen and noted

Guest Judge: Gabriel Schmitt, global CCO, Grey

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    January 13, 2025 16:01 (Edited: January 14, 2025 03:01)
BEST TV
https://www.bestadsontv.com/news/upload/Summer-Lamb-2025-8-small.jpgWinner: Meat and Livestock Australia 'The Comments Section'. Ah, the irony of commenting on a film about online commentary. I love this one. Giving faces and a place to social media banter is a fun way to dramatize a cultural observation. Then the writing is pretty great and the talent performance is on point. I'd be happy with all of it but the cherry on top is that the idea is in service of bringing people together, in the real world, through lamb of all things. Winner.

Runner up: People Like Us '#NameTheBias'. Sometimes, the best way to tell a message is to literally say it. This film is a very good example of that. They managed to keep it interesting and poignant through the words, while using the visual metaphor of the crowded bus stop and who gets in the bus. Cool juxtaposition.

BEST PRINT
https://www.bestadsontv.com/news/upload/Obituaries.jpgWinner: L'Enfant Bleu Association 'Death Notice'. I like the strategy of talking to elderly people, more prone to these type of donations, and then finding them where they are. I wish the fake kids obituaries were integrated within the actual obituary section which would create a more jarring and unsettling experience for the reader.

Runner up: Reinserta 'Bad Santa Alley'. This idea from our studio in Mexico is nice. But what's even better is the craft. Beautiful photography and very good casting.

BEST OUTDOOR
https://www.bestadsontv.com/news/upload/Britannia.jpgWinner: Britannia 'Nature Shapes Britannia'. Striking way to walk the talk. Love bringing a sustainability report outdoors - connecting it directly with the environment it aims to protect, making it more impactful. This is the type of idea that can come back every year, in different formats, building anticipation and becoming a recognizable event. Really cool.

Runner up: Itau Bank 'Touchboard Discounts'. Fun and seemingly an effective way to engage a customer base that probably have zero fun on their bank app, while potentially acquiring new users. It reinforces that only sponsoring big IPs is not enough to cut through the clutter.

BEST INTERACTIVE
https://www.bestadsontv.com/news/upload/Shake%20Back%20Control.jpgWinner: Quit.ie 'Shake Back Control'. While the spot's script is a bit generic, tying a phone feature to the platform line feels memorable. Assume a lot of people shook their phones, at the very least, to see if they would be directed to the website. And that's a win on smoking cessation campaigns.

Runner up: Marshall Islands Soccer Federation / PlayerLayer 'The No Home Jersey'. Leveraging the trope of players modelling new jerseys to highlight a pressing environmental issue feels like a good recipe to get the internet talking. I miss the ending of the story though. Is it pure awareness? Are profits of the jersey sales going towards any environmental programs? Good hook regardless.

https://www.bestadsontv.com/news/upload/GAB_HEADSHOT%20SELECT.jpg
This week's guest judge is Gabriel Schmitt, global chief creative officer of Grey.

Gabriel Schmitt is a culture-shaping creative executive with 20 years of advertising agency leadership in New York, Chicago, and Sao Paulo. His teams have been recognized by the industry's most prestigious award shows including 2 Emmys, Cannes Lions (Titanium GP, Titanium, 6 Grand Prix and 26 Gold - a total of 82 Lions to date), The One Show (44 Gold Pencils), D&AD (5 Yellow), Effies (1 Grand, 9 Gold), and many more.

Overseen by Gabriel, Grey launched AB InBev's biggest global campaign ever for Corona Cero, as the 1st beer brand to be a Worldwide Olympic partner, with the multi-faceted 'For Every Golden Moment' campaign. Reaching over 4.1B impressions, the speed of turnaround took the campaign beyond digital memes into OOH billboards creating an indelible link between the brand and this beautiful sporting feat.

Appointed global chief creative officer at Grey in March 2023, his leadership continues to drive Famously Effective work and substantial business performance for blue-chip clients including Procter & Gamble, The Coca-Cola Company, Haleon, Volvo, LG Electronics, Red Bull, and Sky Bet.

Before joining Grey, Gabriel served as co-chief creative officer of FCB NY, where he led the agency's creative resurgence on the heels of campaigns including "Whopper Detour", "Michelob Ultra Courtside", "Contract for Change", "McEnroe vs McEnroe" and "Dreamcaster" helping FCB earn Cannes' NA Network of the Year accolades for five consecutive years.

Gabriel is proudly left-handed, and currently lives in New York City with his wife Ana and Nico, their little baby with the cutest laughter they've ever seen.


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