Bestads Best of the Week Reviewed by Alex Collares, Associate CD, VML New York
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 Alex Collares, Associate Creative Director at VML, New York.
Winner: Pringles “Pringleleo“. Confident, clear, and fully committed to its own logic. The idea is simple and immediately tied to the product, then pushed as far as it can go without losing focus. Everything, from the story to the humor to the payoff, comes back to a single, honest truth about Pringles. It is playful without being messy, strange without being confusing, and entertaining without forgetting what it is selling. A big Super Bowl film that actually uses its time well.
Runner-up: KFC Thailand “The Kaprao Criminals“. This is chaos in the best sense. It is bold, intense, and completely unexpected, and it keeps you watching because you genuinely do not know where it is headed. Turning a food debate into a crime drama is a wild creative leap, and the film leans into it with total confidence. It feels culturally sharp, unapologetic, and memorable long after it ends.
Winner: Phillips Stomach Antacid “Sleep with the pig“. Weird in the right way. A man in bed, wide awake, with a pig like it’s the source of all his regret. It’s funny, uncomfortable, and instantly relatable if you’ve ever replayed a bad food decision at 3 a.m. What I like most is that it doesn’t over explain the joke – the visual does the work, and the line simply lands it.
It’s silly, but also emotionally accurate. You do blame the food. You do remember it all night. And once you’ve seen this, you probably won’t forget it either.
Runner-up: Seguros Atlantida “Adorables – Pug“. This one has a strong, cinematic setup and a clear insight. The dog as security system gag is familiar, but the execution is well-observed: the mess, the silence, the intruder realizing too late that this is not a guard dog. It’s effective and smart, though it feels like an idea we’ve seen variations of before. Nicely made, very clear, just a touch more expected than the winner.
Winner: Pizza Hut “Approved by Italians. Kind of“. This is a smart piece of provocation. Pizza Hut knows exactly what it is up against and leans into it instead of backing away. Launching pasta from a brand Italians already side-eye is a bold move, so the idea of seeking approval from Italians who are Italian by passport but not by culinary purity is both funny and strategic. It plays with tradition, pokes at cultural gatekeeping, and turns a potential weakness into the whole point. Simple, cheeky, and very aware of the conversation it is stepping into.
Runner-up: Factorial “Cloning Machine“. An attention-grabbing activation built on a clear product promise. The idea of physically cloning people to show how HR software can free up time is easy to understand and hard to ignore. It is theatrical, well staged, and does a good job of turning an abstract benefit into something people can actually experience. While it leans more on spectacle than wit, it delivers its message clearly and leaves a strong impression on anyone who stumbles into it.
Winner: Apothic “The Designated Player“. Smart use of interactivity that feels genuinely earned. Instead of building a gimmick, Apothic builds a solution to a real tension gamers actually recognize. You want to step away for Valentine’s Day, but you do not want to abandon your squad. The idea turns that moment into the mechanic itself, letting someone else literally play for you while you log off. It is playful, culturally tuned, and tied directly to how people behave online.
No runner up.
Alex Collares is a Creative Director with a background in Art Direction, currently working as an Associate Creative Director at VML New York.
He has built a global career working across Brazil, Australia, and the U.S., creating work at agencies including Ogilvy, DDB, McCann, and Fox Sports, to name a few. Along the way, he has helped shape campaigns for brands such as Dove, McDonald’s, KFC, Coca-Cola, Johnson & Johnson, and more.
As a Creative Director, Alex built and mentored teams, fostered strong collaborative environments, and guided work from insight through execution. His approach centers on big, conceptual thinking paired with strong craft.
His work has been recognized at Cannes Lions, The One Show, Clio, LIA, Spikes Asia, among others.
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