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 guest judge is Vince McSweeney, chief creative officer, McCann Central, UK.
Winner: MTN ‘Big Things‘. This spot had me smiling from the very start. The cheeky look on the little girl’s face as she dials the random mobile number sets up the following mayhem perfectly. What I didn’t realise until later was that all the scenarios end up positive. And maybe that’s because I spent most of my first viewing thinking the payoff would be about mobile phone security. It isn’t. As such, I felt a little let down by the ending. But that’s me overthinking it. And it’s such an over-the-top and fun ad, it doesn’t deserve too much thinking. It’s likeable and it makes me feel good about the brand. Job done. READ ON…