Seen and noted

This week's guest judge is Dennis Ryan, chief creative officer of Element 79, Chicago.
Dennis has been making stuff up in Chicago for nearly twenty-five years. First as a copywriter for Needham Harper and Steers, later as an ECD and head of the Worldwide Creative Council for JWT and for the past seven years as a principal at Element 79. He has dreamed up ideas for the world's best known brands, including Budweiser, Gatorade, Frito-Lay, Discover, Miller, Kraft, Nestle, Lowes, Blockbuster and Amway.
As a founder of Element 79, Dennis drives new business, helping attract clients such as Frito-Lay, Alberto Culver, Lowe's, Supercuts, Harris Bank, Amway and Celebrity Cruises. As he navigates this ever-changing industry, he blogs at www.collective-thinking.com

The title 'Best Ads' sets a standard, which - while I had nothing to do with the creation of any of the highlighted work - nonetheless saddles me with a measure of responsibility for these to be great. And yet greatness is relative; what I deem superlative, others may consider merely so-so. Such are the realities of our subjective world...

Philips 'Carousel'. This is deeply engrossing, very rich storytelling that literally pull viewers in, through, around and back to the start of the story through its virtuoso visual effects.

BEST TV
Philips 'Carousel'. This is deeply engrossing, very rich storytelling that literally pull viewers in, through, around and back to the start of the story through its virtuoso visual effects. But what exactly is the story? What does it mean? With no branding, no supers and no copy, one can only wonder... This site identifies that it is from Philips, so does the stopped-motion reference some new pause feature? A crisp resolution that can literally freeze action? And why all the gun violence? Why cops? Why a hospital? And what's with those spooky clowns? This deeply-layered narrative is a tour de force, yet I have absolutely no idea what it's for and that's a dangerous strategy in these times. Then again, I've already spent well over a hundred words writing about it and engagement is a perfect strategy for these times.
RUNNER UP: R&V Insurance 'Ballet Dancer' The other ads each have their strengths, but this spot's charming, highly-engaging portrait of an abject creative failure appeals to the awkward artist in all of us. And it takes true craftsmanship to mock someone while simultaneously letting them retain their dignity. Nicely done.

BEST PRINT
Frankly, I didn't get one of these ads, and a few others felt like they were striving more for awards than persuasion. That said, Penguin Books 'Gripping' was simply breathtaking. It captures the experience of a truly engrossing read, when time stands still, and people and distractions disappear.
RUNNER UP Autocop 'Parking lot'. Few creatives can tell a compelling story in one frame - this does. Simple, pointed, perfect.

BEST OUTDOOR
TV3 'Interrogation'. I love when context shapes the creative idea, and using the billboard light as a police interrogation tool helps sell the show 'Law and Order'. This idea is elegant and appropriate, and far more interactive than a mere screen grab.
One ad that is undeniably clever yet seems highly ill-considered is for Sandisk. To get across that their 4GB card has space for 4,000 photos, they hand out oversized bags to people picking up their photo prints. The agency boasts that the bags "...transformed customers into walking billboards". That seems pretty selfish to me. As a consumer, I'd resent carrying a wasteful, ill-sized bag that benefits some marketer, not me. Given our crowded, parity world, brands must be far more generous than that these days.