Bestads Best of the Week Reviewed by Rafael Pitanguy, Deputy Global CCO, VML, New York

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 Rafael Pitanguy, deputy global CCO at VML and creative lead for The Coca-Cola Company, based out of New York.

BEST TV
Winner: Tonal ‘Power Progress‘. Some great TV spots in this batch, especially when considering craft, storytelling, and the use of music. I ultimately chose Tonal because of its bravery. In the fitness and workout space, communication often feels overly commoditized – everything reduced to idealized bodies, perfect sunlit photography, and predictable tropes. Then, you encounter a TV spot like this one, with a look and feel reminiscent of a new horror thriller series on a streaming platform. Very bold. And bravery should always be a key factor when judging good creativity. READ ON…