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.
This week’s Bestads judge is Toby Allen, executive creative director at The & Partnership, London.
Winner: Partners Life ‘The Last Performance‘. Sometimes you craft and graft your way to creativity, sometimes you just have to stay alert to opportunities everyone else missed. And like most murder mysteries, the answer was under our noses all along: use dead people to advertise life insurance. This is so smart – product placement, branded content, media hijacking and good old-fashioned testimonial all in one. A straight-talking ad that doesn’t look or behave like an ad, one that pays for media yet earns attention beyond the break. READ ON…