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Trends and Insight

Bestads Six of the Best Reviewed by Adam Bodfish, Executive Creative Director, McCann Birmingham

Each week Bestads picks the very best advertising in the world, in every medium – which is reviewed by a top creative director or team to select their own personal favourites

Bestads Six of the Best Reviewed by Adam Bodfish, Executive Creative Director, McCann Birmingham

This week's guest judge is Adam Bodfish, executive creative director at McCann Birmingham, UK.


BEST TV
Winner: Amazon Prime Video 'An unlikely friendship'. I've had many unlikely friendships in the past. Never with a hyena, mind. I imagine it's somewhat petrifying. However, this made me smile. And given the week I've had, and the fact this ad is all about 'celebrating the power of a smile', I'd say that's a job well done.

Runner-Up: iPhone 13 Pro 'Saving Simon'. It's no Saving Private Ryan. Which is probably wise given it's a family Christmas ad... But Oscar-nominated directors Jason and Ivan Reitman have succeeded in telling an emotive film, shot entirely on the new iPhone 13 Pro, about a little girl who desperately tries to save her own little snow friend, Simon.

BEST PRINT
Winner: Asian American Federation 'I'm really from New York'. The land of the free has arguably felt anything but for many Asian and Asian Americans recently. So in response to the crisis of anti-Asian hate crimes, this print campaign highlights hopeful stories of belonging in the place you call home. It's a beautiful, vibrant message of hope against hate. And all in full unapologetic colour. (which will no doubt also irritate the half-baked bigots.)

Runner-Up: McDonald's 'Appetising Ads - Fries'. Looked at it. Liked it. Ordered a burger. But that's only cause I'm a greedy bastard.

BEST OUTDOOR
Winner: Volkswagen Commercial Vehicles / Mental Health UK 'Master Butchers'. Absolutely love this campaign. The only trick missed was not installing some shutters to the odd ad agency here and there...

Runner-Up: Prime Video 'Louvre Flashback Tour'. I'm a big fan of Dave Pollot's work. So after viewing this idea for Prime Video's new movie 'Flashback', I was sold. An immense level of craft which is so often missed nowadays. Plus, the idea seamlessly relates to the film's storyline itself. Shame the exhibition couldn't tour over here in the UK... I'll blame Brexit.

BEST INTERACTIVE
Winner: UNESCO 'Cookie Factory'. Hands up. I didn't fully understand everything in this film. However, I do understand cookies. Especially ones that I can make my own. Which is why I love this Cookie Factory idea - a browser extension that will feed other A.I. with fake data to protect your personal data. Now that does sound delicious.

Runner-Up: PSA 'Eat a Swede'. In a world in which we all seem obsessed with ourselves, it only seems right to spark a debate around sustainability and feeding the world's growing population by encouraging us to eat ourselves. I'll grab some fava beans and a nice Chianti...

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