Bestads Best of the Week Reviewed by Harsh Kapadia, Head of Enterprise Creative, Code & Theory, New York
Each week Bestadsontv.com [the global arm of Campaign Brief] 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.
This week’s guest judge is Harsh Kapadia, Head of Enterprise Creative, Code & Theory, New York.
Winner: People Like Us ‘Reject the Rejections‘. This film captures a beautiful performance that unpacks a frustrating reality so many people are living through right now. At no point does it feel like a plea for sympathy; instead, you walk away with a real sense of solidarity, knowing there are others in this with you. It also serves as a sharp, timely wake-up call to employers to be more thoughtful about the automated “AI slop” replies they’re sending to candidates. Tight editing keeps you locked in from start to finish. Just a really well-crafted piece of film.
Runner-up: Orange ‘Who Knows How Far Our Network Will Go?‘. Sometimes simplicity is the ultimate winner, and this film is pure, feel-good fun. It doesn’t overcomplicate the message or take itself too seriously. It just commits to a charming idea and executes it effortlessly. Plus, honestly, who doesn’t love watching a dancing astronaut in space?
Winner: OxiClean ‘Jersey‘. The long copy here does a beautiful job of unpacking an emotion that most people struggle to put into words. By stepping back to observe a specific moment and feeling that almost every Mexican went through during the World Cup, the brand earns its place in the story. It manages to show why OxiClean matters at the end of the day without ever having to explicitly say it. Creating a beautiful contrast between the lasting emotions that make up our memories and the physical stains left behind. This story also stays true at the grass roots level.
No runner up.
Winner: CIBC / The Canadian Cancer Society ‘Wear the Stat‘. This is such a smart way to use a jersey sponsorship to get a powerful message across. Health stats that feel like they “don’t affect me or someone I know” are notoriously hard to remember and too often, we only pay attention to them when it’s already too late. Using the players’ jersey numbers to unlock those statistics for sports fans is a brilliant way to break through that mental block and make the numbers stick.
Runner-up: Specsavers ‘I’m Spinning Around‘. A very simple billboard cleverly contextualized to the Kylie placement right next to it and definitely worth looking up for. An upside-down board is impossible to miss; it immediately triggers that natural “you had one job” reaction. Then you realize it’s for Specsavers, and it instantly puts a smile on your face.
This week’s guest judge is Harsh Kapadia, Head of Enterprise Creative, Code & Theory, New York.
From a childhood captivated by television commercials to driving creative transformation on a global scale, Harsh Kapadia’s trajectory in advertising is a testament to passion, innovation, and cultural agility. Currently serving as the Head of Enterprise Creative at Code & Theory, Harsh leverages over two decades of executive experience to redefine how technology, data, and design intersect for modern brands. His career spans four continents across Asia, Australia, Europe, and North America,anchored by formidable leadership tenures, including Chief Creative Officer at Grey India, Chief Creative Officer at MRM New York, and key office leadership at VML London.
Raised in a family of lawyers, Harsh was encouraged by his mother to break the mold and pursue his innate love for storytelling. According to his family, everything paused when the commercials came on: mealtime, playtime, any time. That unwavering curiosity propelled him to earn a Master’s degree in Communication Design from Swinburne University of Technology, ultimately leading him to collaborate with top agencies across Mumbai, Melbourne, London, and New York. He has crafted award-winning, globally resonant campaigns for powerhouses like IBM, Google, Kraft, the United States Postal Service, Reckitt, Motorola, Lego, New Balance, Diageo, Ford, and the Australian Government.
Harsh’s creative vision has been celebrated on the world stage, earning top accolades from Cannes Lions, D&AD, The One Show, Clios, Spikes Asia, AWARD, and Adfest. His impact, however, extends far beyond winning awards. He is a sought-after voice in the industry, having served as a jury member for Cannes Lions, D&AD, ADC, and the New York Festivals, as well as Jury President for D&AD Impact. His transformative influence on modern advertising earned him recognition as a rising star of Madison Avenue by Business Insider, alongside personal commendation from Former First Lady of the United States, Michelle Obama.
At the heart of Harsh’s leadership and team-building approach is his philosophy of “Cultural MacGyverism”-the belief that the most powerful ideas emerge from a deep understanding of diverse cultures, fueled by curiosity and a seamless fusion of creativity, data, and technology. His work not only drives sustained business growth but also shapes culture, proving that bold, beautifully crafted ideas have the power to transcend traditional advertising and leave a lasting global impact.