THE BOOK OF LISTS: The 10 Best Campaign Picks of the year

1. VW Lupo



Let no agency complain that it's impossible to do good car ads after

watching BMP DDB's haunting execution for the Lupo. A commercial which

hooks you within a second and never allows your attention to wander.

Much more than just another ad for a small car.



2. Super Noodles



What food manufacturer in its right mind would let a fat, unfit bloke

represent its brand? Happily, there's a dash of insanity running right

through the latest Batchelors work and the "West Side Story" spot marks

another goal for Mother scored from outside the box.



3. Reebok



Presenting the sofa as the enemy of Reebok-style fitness isn't telling

couch potatoes anything they don't already know. But this intelligent

commercial from Lowe Lintas springs a nice surprise, using clever

puppetry to bring an inanimate and clunky object to life.



4. Bertolli



Swapping Tuscany for Texas was a masterstroke by Bartle Bogle Hegarty in

this send-up of the title sequence from the world's most successful soap

- complete with an Italian-style reworking of the Dallas theme music.

Hits the olive oil brand's target market perfectly.



5. ITV Digital



How does a badly knitted monkey puppet become so popular? You have to

assume that ITV Digital and its agency, Mother, are making us regress to

our time as kids when the scruffiest and most unattractive teddy in the

toy box was always the one we took to bed.



6. Ikea



Some found them uncomfortable, others downright intimidating but the

introduction of Swedish-style mafiosi added a dash of extra eccentricity

into the retailer's advertising. Sadly it's the last work on the account

to come out of St Luke's. Did somebody get an offer they couldn't

refuse?



7. Heineken



Buy our beer or we keep showing a commercial featuring Paul Daniels and

Debbie McGee doing their Carpenters impersonation until you do. Hobson's

choice really. Full marks to Lowe Lintas for thinking it up - and for

finally putting us all out of our misery by throwing the pair to the

lions.



8. Dulux



Wins the contest for the ad with the year's heaviest aaah factor by a

mile. The grave look from one plasticine model to another when they see

their red friend's tiny new head is a classic moment from Abbott Mead

Vickers BBDO. You need a heart of gold not to laugh. So you do.



9. Aero



Advertisers such as Nestle could never be called leading edge but they

are sometimes capable of a pleasant surprise. Witness the beguiling TV

spot for Aero produced by Lowe Lintas in which a tiny mouse manages the

Herculean task of setting Aero apart from the mass of chocolate bar

advertising.



10. Carlsberg



A Saatchi & Saatchi ad brilliantly encapsulates every lad's holiday

fantasy: the beer constantly on tap, the hotel catering to every whim.

And when the construction worker with the bum cleavage is revealed as a

gorgeous babe, the dream is complete. If only.



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