Bestads Top 6 of the Week reviewed by Ben Smith, Associate CD, R/GA New York
BEST TVI enjoyed the NY Lottery spot, but it came down to two. Lurpak or Nike? I really like all the Lurpak work and this one's a goody too. Simple, insightful, good classic TV stuff and watching it makes me want to cook and eat and I'm not even hungry. Lovely writing and the gruff American singing VO feels really right, even though it's a bit odd. The chopping red cabbage bit is my favorite part.
The winner for me is Nike KobeSystem. It's a big, ridiculous idea. I love the funny self-help guru gobbledygook writing. It's a cool way to sell a shoe and doesn't really feel like an ad. And I like the famous people endorsing a basketball shoe that have nothing to do with the sport. I saw the teasers the other day and they're even better.
BEST PRINTBest print is Weight Watchers. I kept coming back to this. It's interesting for weight watchers and different to the usual preaching nonsense. Still not sure what it's saying? Don't put weird stuff in your gob, dieting can be frustrating and you don't have to eat lots of fish rich in Omega oils? Anyway, made me think.
BEST OUTDOOR
My favorite thing is OVK Parents of Road Victims. Smart, helps solve a problem and isn't traditional outdoor, which a lot of the other work is. Although I do sort of like the Berocca Cogs ads. But the OVK case study reminded me of home in Devon, UK so it wins.
BEST INTERACTIVE
A lot of different digital stuff here. Apps, stunt-y things, social, sites. My favorite is the MSF - Urban Survivors site. A smart, engaging, simple interactive journey idea that's well crafted. And by baking in lots of social elements, you can help spread the word. Which is cool.
Second place goes to Scandinavian Airlines. Comes from a smart insight and is a neat idea to get bums on plane seats. I like that you need to sit down with your partner and put your phones together to understand what the hell's going on.
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