1. Fox Sports
These winning commercials scored exceptionally well at Cannes this year.
This hilarious Traktor-directed campaign contrasts bizarre regional
sports footage from local TV - such as two blindfolded men trying to
beat each other with clubs, and cliff diving on to rocks below - with
the more relevant sports aired on Fox. Although some hold that its
slogan, "Sports news from the only region you care about. Yours", courts
controversy for being an (albeit witty) exercise in xenophobia, most
nevertheless find them a welcome break from typical US channel
advertising, which is notoriously bad. The campaign won the Grand Prix
at Cannes with two-thirds of the jury vote.
Agency: Cliff Freeman & Partners
Copywriter: Dan Morales
Art director: Rossana Bardales
2. Nike "freestyle"
Professional sportsmen and regular streetball players feature in this
original commercial which launched during the 50th NBA All-Star game in
February and spawned a number of following spots around Europe. Those
pioneering funksters Afrika Bambaataa took the sounds of bouncing
basketballs and squeaking trainers, and turned them into infectious
music for this acclaimed spot. With perfectly synchronised images and
sounds, this commercial went back to basics to focus on what sport is
all about - the determined action and unswerving focus of the
Agency: Wieden & Kennedy
Copywriter: Jimmy Smith
Art director: Hal Curtis
Director: Paul Hunter
3. Brandt "fridge/oven/washing machine/dishwasher"
The strategy is not exactly rocket science for this ad - destroy the
offending product to get the one you want. But the execution of these
spots is well observed, with great casting and well-timed frustrated
rants. In what can often prove to be uninspired product-based
advertising, this humorous campaign stands out from the crowd and is
well deserving of its gold Lion.
Copywriters: Fred & Farid
Art directors: Fred & Farid
Director: Remy Belvaux
4. San Francisco Jazz Festival "low riders"
It's not often that an ad for a music festival also addresses the issue
of stereotypes - which is why this spot has proved to be such a hit with
the international community. It opens on three homeboys cruising the
streets. But instead of listening to hip-hop, they are tuned in to jazz
music. As a pedestrian looms into view, they hastily change the music to
cliched hip-hop, slink down into their seats, and roll past him. Once
out of earshot, though, they switch back to jazz. The ad not only has a
universal appeal, but it also highlights stereotypes while gently
pointing out that you shouldn't judge a book by its cover.
Agency: Butler Shine & Stern
Copywriter: Ryan Ebner
Art director: Stephen Goldblatt
Director: Brandon Dickerson
5.Lotto Lottery "ballroom blitz"
You might not think an eight-year-old campaign idea could produce
award-winning ads but this amusing spot, continuing the idea that Lotto
millionaires are not like other millionaires, manages admirably. It
features a taxi driver whose dream in life is to be able to pick his own
customers through a musical selection process. He proceeds to choose the
lucky man from those waiting in a queue by finding one who knows the
song Ballroom Blitz. Our delighted air guitar-strumming passenger dances
in the street with his driver, before they speed off together. A perky,
humorous and optimistic spot.
Agency: New Deal DDB
Copywriter: Thorbgorn Madsen
Art director: Rune Markhus
6. Telecom Argentina "yawn"
The simple idea that communication is about more than just a call is
cleverly conveyed in this spot illustrating the contagious effect of a
yawn. A dawn street scene in Buenos Aires features the yawn of an
all-night clubber on her way home, which ends up triggering off those
she passes, including a dog. This spot has also been lauded for
representing a different angle to most ads typical to the
Agency: Agulla & Baccetti
Copywriter: Sebastian Wilhelm
Art director: Juan Cabral
Director: Fabian Bielinsky
7. Anti-drink driving message "prison"
Shock ads are a tried-and-tested formula which can often end up having
the opposite effect. However, this spot features an Australian only
recently out of prison admitting that he's a "murdering maggot" - but
that you're no better than him if you drink and drive. He says forcibly:
"If you drink and drive, you're a bloody idiot." However, the ad has
undergone a tongue-in-cheek transformation around local pubs in
Australia - the final endline has been changed to: "If you make it home,
you're a bloody legend."
Agency: Saatchi & Saatchi
Copywriter: Jay Furby
Art director: Jay Furby
Director: David Gaddie
8. Anti-smoking campaign "golden fishhook/golden shovel/golden
In this campaign Crispin Porter & Bogusky turns traditional anti-smoking
advertising on its head for the Florida Department of Health by
featuring the arresting sight of children taking hidden cameras into
cigarette companies and harassing executives. The kids present the
bewildered executives with trophies congratulating them for hooking
teenagers into the habit. After years of worthy, yet ineffectual
anti-smoking ads, this will hopefully touch those in the young target
Agency: Crispin Porter & Bogusky
Copywriter: Tim Roper
Art director: Paul Kesiter
Director: Christian Hoagland
9. Interflora Denmark "toolshop/football trophy"
A bearded man wielding a power drill is not your average staple for a
flower-giving campaign. Indeed, instead of sycophantic mushy ads trying
to convince men to buy an abundance of flowers for their ladies, this
quirky work encourages the giving of flowers all year round because of
the ensuing unexpected benefits and rewards. A refreshing departure from
Agency: Robert/Boisen & Like-Minded
Copywriter: Joachim Nielsen
Art director: Michael Robert
Director: Kasper Wedendahl
10. BMW Motorbikes "magic car"
Shot at night, the beams of two car lights gradually loom from the
distance. As the features of the car are extolled, the lights continue
towards the camera, but just as they are about to reveal the car, they
split to reveal they are two bikes. While not the sexiest of products,
the ad, shot by Paul Arden, parallels the stylish heritage of BMW car
advertising in an interesting and engaging way.
Agency: Jung von Matt
Copywriters: Till Hohmann, Gudrun Muschalla
Art directors: Till Hohmann, Gudrun Muschalla
Director: Paul Arden