Best use of a marsupial in a supporting role: Sony Ericsson. Cute squirrel.
And a genuinely stellar music track. Good editing, not forgetting impeccable grooming and wardrobe. This is a nice and happy 'designer' ad with lots of stylish components stitched together in a neat, unoffending way. It's like lounge music - gets you nodding and humming without too much excitement.
Possibly this is exactly the right way to go - make the brand an accessory to life, rather than leading it.
Best adaptation of an adaptation: Pepsi. Don't get me wrong, this ad is unfeasibly large. Major director (Tarsem) and beautiful people (Beyonce, Britney, Pink, Enrique Iglesias, Brutus Maximus). Plus a colossus of computer-enhanced effects. And who can go wrong with using one of the most rebel-rousing tracks of all time, the Queen classic We will rock you. But it ends up a little limp. If the lion ripped the head off Iglesias we'd possibly be left more refreshed and satisfied. But I suppose we should just be thankful he didn't sing. Even so, the sheer power of Pepsi advertising reigns supreme yet again.
Best lack of direction: Mainly I love kids fund. Without doubt, this is a very noble cause - and the agency involved genuinely put its money and effort behind this campaign. I also expect it was reasonably effective.
But with the greatest respect, I think it could have been magnificently better. For a start, it seems to be lacking an idea. The headlines are more like propositions from the brief, rather than compelling reasons to part with your precious lunch money. Finally, the layout is all too obvious and predictable.
Best use of numbers, days and pictures: British Airways. Okay, I know that it's never easy doing anything exciting with a calendar; even Pirelli struggles to come up with anything fresh. And I know that trade promotions are never easy. But this is quite simply ... another calendar. The pictures are pretty, the numbers look to be nicely spaced and in perfect order.
Maybe it's better to get a calendar specialist to review this. In fact, I'd really like to know how relevant printed calendars are in today's electronic world.
Best original idea that doesn't quite make it: Singapore Repertory Theatre.
Rather nice idea. But somehow it falls short of its potential. If you verbally describe the concept, it's a very powerful and compelling area.
The "It's not just what you say, it's where you say it" is an excellent insight. But this is like a great book that's been turned into a film, and doesn't quite work. Maybe it's been pushed too far. Maybe Einstein would have worked better in a less staged environment, something more relevant and realistic. Maybe not.
Best supporting commercial for an irrelevant slogan: McDonald's. In this commercial the line 'I'm lovin' it' is basically bolted onto an idea saying that if something is cheap, it's not necessarily good, whereas at McDonald's you get something good and cheap because they've reduced the price. They use visual metaphors such as a car falling apart at a used car lot to illustrate the point. Nothing exceptional here. A few smiling faces and food shots sandwiched between an underwhelming idea and an irrelevant slogan.
Finally: I'd like to thank the Academy for their nominations.
1. Sony Ericsson
Project: Yours to create
Client: Sony Ericsson
Brief: showcase all products in one campaign
Agency: 10AM Communications
Production House: Song Zu
2. Pepsi
Project: Gladiator
Client: Pepsi
Brief: Convey the message that 'life is more exciting if you challenge
yourself'
Agency: BBDO International
Creative director: Tarsem Singh
3. Mainly I love kids (Milk) fund
Project: Share a meal
Client: Milk
Brief: persuade people to donate money to help disabled and
disadvantaged children in Singapore
Agency: Gosh
Creative director/art director: Vincent Lee
Copywriter: Lim Soon Huat
4. British Airways
Project: Calendar
Client: British Airways
Brief: incentivise travel agents and corporate buyers in Singapore to
book flights with BA
Agency: M&C Saatchi Singapore
5. Singapore Repertory Theatre
Project: Einstein, Mao, Pavarotti
Client: Singapore Repertory Theatre
Brief: encourage companies to rent its theatre
Agency: M&C Saatchi Singapore
Creative directors: Terrence Tan/Farrokh Madon
Art director: Terrence Tan
Copywriter: Farrokh Madon
Photographer: Simon Ng
Production House: Phenomenon Digital Art
6. McDonald's
Project: Room, Car
Client: McDonald's Thailand
Brief: communicate the concept that good quality and price can only be
found at McDonald's
Agency: Leo Burnett Thailand
Creative director: Sompat Trisadikun
Art director: Sanpathit Tavijaroen
Copywriter: Auraya Sateanpakiranakorn
Production House: Triton
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