1. Lurpak, ‘good proper food’
Who hasn’t seen a Lurpak ad without having a sudden urge to dash into the kitchen and whip up something tasty? It is testament to how a seemingly unexciting brand has successfully built sales with a simple idea. The ad not only appeals to consumers’ emotions and taste buds but reinforces Lurpak’s position as the butter brand that brings out the flavour of good food.
Agency: Wieden & Kennedy
Writer/art director: Hollie Newton
2. Expedia, ‘luggage labels’
Three golds at the Campaign Big Awards to add to a clutch of gold Lions from Cannes are just reward for the online travel agent that has broken the mould of clichéd travel advertising with a campaign highlighting the quirky and interesting things people learn while travelling. Could the old saying that "it’s better to travel well than to arrive" have been better articulated?
Agency: Ogilvy & Mather
Writer: Jon Morgan
Art director: Mike Watson
3. The Guardian, ‘a nation divided’
Imitation may be the sincerest form of flattery – or desperation – but let nothing detract from this inspired tactical ad promoting an interpretation of Margaret Thatcher’s life by The Guardian cartoonist Posy Simmonds. Unilever likes to promote its Marmite brand as something you either love or hate. What more of a "Marmite" figure has there been in British politics than the former prime minister?
Agency: Bartle Bogle Hegarty
Writers: Simon Pearse, Peter Reid,
Art directors: Carl Broadhurst,
Emmanuel Saint M’Leux, Harry Orton
4. The Sunday Times, ‘fashion royalty’
What Grey London concedes was a logistical nightmare of image-searching, rights-clearing and retouching was turned into a true attention-grabber of a campaign promoting The Sunday Times’ Style magazine’s Best-Dressed List. Victoria Beckham as Queen Victoria, Tinie Tempah as King Louis XVI and Kate Moss as Queen Elizabeth II gave "royalty" a whole new meaning.
Agency: Grey London
Writer: Jamie Starbuck
Art director: Lex Firth
5. Specsavers, ‘ball boy’
The optician has always had a keen eye for a topical ad – something that is rare in a company that does all its creative work in-house. This goal-scoring opportunity arose when the Chelsea footballer Eden Hazard got sent off during a Capital One Cup game at Swansea FC for kicking a ball boy.
6. Land Rover, ‘meat’
Still on the subject of topicality, Land Rover nipped in to capitalise on its sponsorship of the British and Irish Lions rugby team. This press ad depicts a piece of meat cut to resemble the outline of Australia, against whose national team the Lions were victorious, with the tagline: "The Lions have been fed."
Agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Phil Forster
Art director: Tim Brookes
7. Harrison’s Fund, ‘I wish my son had cancer’
Among the plethora of charity ads that shriek for attention, it is impossible to ignore the headline on this one and not to be drawn into the heart-rending story of Harrison Smith, a boy who suffers from the fatal Duchenne muscular dystrophy, for which there is no cure.
Agency: AIS London
Writers: Dan Madden, John Vinton
Art director: Matt Eastwood
8. Paddy Power, ‘yes we Vati-can!’
Shameless, maverick, subversive, irreverent, mischief-making, risk-taking. These are just the more printable descriptions of the Irish bookie. Certainly, nobody can deny its talent for getting noticed – particularly with fast-turnaround ads highlighting ever-more ingenious ways to have a flutter. This execution, offering punters a refund in the event of a black Pope being elected, is one of the best examples.
9. Newsworks, ‘papers aren’t just paper any more’
A succinct encapsulation of the role of newspapers – from their age-old investigative journalism to their fluid relationship with social media – in this ad by the newspaper marketing body.
Writer: John Lloyd
Art directors: Mark Tappin, Simon Gofton
10. Snickers, ‘you’re not you when you’re hungry’
Joan Collins acting the diva in a men’s changing room launched the "you’re not you…" campaign for the Mars brand in the UK last year. This ad extends the idea neatly into print, pointing out what a lack of nourishment can do to your spelling.
Agency: Abbott Mead Vickers BBDO
Writer: Rich McGrann
Art director: Andy Clough