Top 10 TV and cinema ads

1. Marmite, ‘Love it. Hate it. Just don’t forget it’

The latest Marmite spot was, like the spread itself, not to everybody’s taste. The film, which spoofed documentaries about animal-protection services, featured the "Marmite Rescue Team" freeing neglected jars from cupboards. It provoked more than 500 complaints to the Advertising Standards Authority – which, luckily, saw the funny side and chose not to ban it.
Agency: Adam & Eve/DDBCreatives: Nick Sheppard, Tom Webber
Director: James Rouse
Production company: Outsider

2. Refuge, ‘don’t cover it up’

This deeply unsettling video rightly walked off with two golds at this year’s Campaign Big Awards. Its power lies in its ordinariness, with the make-up artist and blogger Lauren Luke seeming to offer practical tips on how to cover bruises inflicted by an abusive partner.
Agency: Bartle Bogle Hegarty
Creatives: George Hackforth-Jones, Stephen Noble, Jack Smedley
Directors: Wesley Hawes, Gary McCreadie
Production company: Bartle Bogle Hegarty

3. O2, ‘be more dog’

O2 repositioned as a beacon of positivity with a rare but genuinely campaignable idea that encouraged people to be "less cat" and "more dog". The TV spot that launched the campaign won plaudits across the industry.
Agency: VCCP
Creatives: Nathaniel White, Ben Daly
Director: Keith Schofield
Production company: Caviar

4. Sainsbury’s, ‘Christmas in a day’

Don’t tell John Lewis, but this might have been the year that Sainsbury’s won Christmas. The director Kevin Macdonald asked people to film their Christmas last year and created a host of memorable characters through spot-on direction and brilliant use of music. Sparkling TV ads were created from the footage, showcasing the best bits.
Agency: Abbott Mead Vickers BBDO
Creatives: Mike Hannett, Phil Martin, Colin Jones
Director: Kevin Macdonald
Production companies: RSA Films, Scott Free Television

5. John Lewis, ‘the bear and the hare’

The hardest Christmas advertising act for John Lewis to follow continues to be itself. Fortunately, no other UK retailer has such a rapport with its clientele that it can get away with splashing nearly £1 million on a Disneyesque cartoon featuring just one of its products – an alarm clock.
Agency: Adam & Eve/DDB
Creatives: Aidan McClure, Laurent Simon
Directors: Elliot Dear, Yves Geleyn
Production companies: Blinkink, Hornet

6. Macmillan Cancer Support, ‘not alone’

With charities having to shout louder than ever to get attention, this film for Macmillan Cancer Support is a cut-through piece of work and an emotive evocation of what it is like for somebody to be told they have cancer – and why they have no need to face the future alone.
Agency: VCCP
Creatives: Betsy Kelly, Katie Welch
Director: Barney Cokeliss
Production company: RSA Films

7. Lynx, ‘Apollo’

A youth brand that is 30 years old sounds like a contradiction in terms, yet Unilever’s Lynx stays fresh and relevant to its market. For confirmation, look no further than the Lynx Apollo campaign, promoting a competition in which 22 tickets to travel into space are up for grabs.
Agency: Bartle Bogle Hegarty
Creatives: Gary McCreadie, Diego Oliveira, Caio Giannella, Wesley Hawes
Director: Tim Godsall
Production company: Biscuit Filmworks

8. Cesar, ‘journey’

In this affecting but uncloying TV spot, Abbott Mead Vickers BBDO tells the story of a man’s devotion to his late wife and how his small dog has in some way filled that void. But bigger than that, it also showed that there is no reason why advertising for something as prosaic as pet food cannot be beautiful as well.
Agency: Abbott Mead Vickers BBDO
Creatives: Diccon Driver, Alan Wilson
Director: Andy McLeod
Production company: Rattling Stick

9. Volkswagen, ‘think blue’

A father drives his baby around the block to get him to sleep. Alas, the car’s stop-start technology keeps switching off the engine at traffic lights and waking the child. A simple and human way of demonstrating what the car can do.
Agency: Adam & Eve/DDB
Creatives: Nikki Lindman, Toby Brewer
Director: James Rouse
Production company: Outsider

10. Kronenbourg 1664, ‘a taste supreme’

The timing of the football legend Eric Cantona has improved a lot since that infamous 1995 kung-fu kick at Selhurst Park. This time, the wry humour is spot-on as the former Manchester United star rises to the difficult challenge of selling French beer to the British by convincing them it tastes better.
Agency: Ogilvy & Mather
Creatives: Paul Mason, Mark Harrison
Director: Ivan Zacharias
Production company: Stink