Bestads Best of the Week Reviewed by Angelo Maia, Executive Creative Director, the community, NY
Each week Bestadsontv.com [the global arm of Campaign Brief] 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 Angelo Maia, Executive Creative Director, the community, New York.
Winner: Skittles ‘Deliver The Rainbow‘. Colin Selikow and his team keep getting it right. After giving Skittles the most exclusive ad ever made and a Broadway musical, they now skip airing the Super Bowl spot to deliver it live, to be performed at someone’s front door. It’s again a simple inversion that feels very on brand. And Elijah Wood is great casting for this, whoever Elijah Wood is.
Runner-up: Uber Eats ‘Get Almost Almost Anything, with Jim Courier, Courier‘. Credit to Special and Uber Eats for committing to the “Jim Courier, courier” joke for the full 60 seconds of the spot and never blinking. You keep watching it to see how far they’re willing to take the bit.
Winner: IKEA ‘Hidden Prices‘. A very simple and charming way to make the point that the quality of their furniture is far higher than its low price suggests.
No runner-up this week.
Winner: Kraft Heinz ‘The HEINZ Dipper‘. A product innovation coming from the advertising industry that innovates the product in a useful way isn’t something you see every day. This is a smart, effective way to put Heinz brands on thousands of fry boxes around the world.
Runner-up: Elgiganten / The National Museum for Art & Design ‘The Art Bait‘. I think it’s kind of cool that in Sweden people like museum ads so much that they still steal them. And even cooler is how NORD and Elgiganten took advantage of that to advertise their security camera.
Winner: McDonald’s ‘Pickle It Forward‘. This was the most inspiring of the four categories and really fun to judge. I’m a bit out of the loop on the pickle TikTok trend, but I believe what the case study is saying, and Pickle It Forward feels like a really strong digital activation.
Runner-up: belVita Breakfast Biscuits ‘Coffee Calls for belVita‘. I was split between belVita and Brussels Airlines, but the idea of hacking Starbucks orders to make people say the name of your product is so simple and smart that it got my vote.
Angelo recently joined the community to lead creative across the agency’s NY office. Previously, Angelo held roles at Wieden+Kennedy Portland, R/GA NY, and TBWAChiatDay NY, working on some of the world’s most culturally influential brands.
He has been recognized as “Creative You Need To Know” by Ad Age and named one of Business Insider’s “Rising Stars of Madison Avenue”. He was ranked the #5 Creative Director in the world by the Cannes Lions Creativity Report, the #2 Art Director globally by The One Club, and the #6 Most Awarded Art Director by the World Creative Rankings.
His work for brands including adidas, Spotify, Amazon, DoorDash, Samsung, Budweiser, Absolut, McDonald’s, Harley-Davidson, and Columbia Journalism Review has earned honors at major international festivals, such as Cannes Lions, D&AD, The One Show, and Clio.
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