AdFest’s 20th Anniversary: Mark Tutssel + Donald Gunn review 19 years of Film Grand Prix awards

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Mark Tuttsell_Donald Gunn.jpgYesterday Campaign Brief Asia posted the list of the top winners from the Film Category at AdFest from the first festival in 1998 through to last year. There’s some great work in the winners list and nearly all of then stand the test of time and could easily be winners again today. With such a prestigious list we have asked some of the big creative names in global advertising to ‘judge’ the 17 past Film Grand Prix winners and choose their best. To kick it off we asked Mark Tutssel (Global Chief Creative Officer, Leo Burnett Worldwide and Creative Chairman, Publicis Communications​) and Donald Gunn (Founder of The Gunn Report) to nominate their favourites over the past 19 years.

More reviews will be rolled out over the next few days.

Mark Tutssel,

Global Chief Creative Officer, Leo Burnett Worldwide

Creative Chairman, Publicis Communications​

AdFest is one of the industry’s most respected industry events. It celebrates the uniqueness of local culture and showcases the richness of the region’s cultural diversity. It also is a champion of creative excellence. Over the course of the last 19 years it has recognized some of the world’s finest commercials.

2017 marks an important milestone as AdFest celebrates its 20th Anniversary. When you look back at the Grande Lotus Awards handed out you’ll discover a litany of brilliant work. The best of show films all display highly imaginative thinking and many use humour to great effect.

Soken DVD_Kill Bill.jpgMy three favourites are:

Soken DVD Player “Kill Bill Kill Bill” from Euro RSCG Flagship Bangkok. This acclaimed film was the talk of the industry in 2003. A hilarious idea that comes directly out of the product truth.

The second is Metro Trains “Dumb Ways To Die” from McCann Melbourne. Everything has been said and written about this animated viral gem. A work of art that changed human behaviour and saved lives.

And finally Smooth E Baby Face Foam “The Love Story (Series)” from JEH United Bangkok. A brand, “a non-ionic, soap free, face wash”, chose to tell its story in a remarkably different way from the category. It used creativity as a weapon, and produced an incredibly fresh, entertaining and mould-breaking idea that became part of popular culture.

Interestingly, both the Soken DVD Payer “Plays Smoothly” campaign and Metro Trains “Dumb Ways To Die” rank in the Gunn Report “The Most Awarded TV Commercials and Campaigns in the World 1999 – 2016”. Each scoring 34 points, and ranking in the World’s Top 20 Films.

One final piece I would like to acknowledge is the Ministry of Community Development, Youth & Sports “Funeral” commercial from Leo Burnett Singapore, directed by the acclaimed late filmmakerYasmin Ahmad. It looks at relationships in a different light, through a woman at her husband’s funeral. The commercial provides subtle support for multiracial relationships and family bonding. It is a masterclass in storytelling and directing. A beautiful example of moving pictures that move people. A masterpiece by the brilliant Yasmin Ahmad.”

Donald Gunn

Founder, The Gunn Report

This list brings back many happy memories. I was at first AdFest in 1998 in Chang Mai, when Neil French chaired (or more accurately floored) the jury and have only missed a couple since. I have huge respect for Khun Vinit and Jimmy (Lam) and Senyon Kim and Indra and Nozui-san and, of course Kem and Boonsri and all the wonderful people who made AdFest all happen.

WOWOW Birdman.jpgRe my top three picks, I will make my yardstick the reel ‘The 100 Best Commercials of The 20th Century’ (see our website) and ask which would be contenders for ‘The 100 Best Commercials of The 21st Century’?  WoWow TV, Bun-en System, Japan Ad Council ‘Whale’, the Soken DVD campaign, ‘Husky Girls’, Smooth E- Baby Face Foam and Baby Face Scrub, Toyota Cars ‘Humanity’, “Sorry Thailand’ in 2011 and ‘Dumb Ways To Die’ most definitely would (Not to mention ‘Tan Hong Ming’, pipped to the post by Toyota Cars ‘Humanity’ for Grande Lotus in 2007, but a shoo in for ‘The 100 Best Commercials of The 21st Century’).

My three votes go to:

1. WoWow TV – love both “Birdman’ and ‘Running Woman’, but ‘Birdman’ shades it.

2. Smooth E ‘Beauty Counsellor’ campaign

And 3. I adore it, it’s so fresh and unexpected – Ajinomoto Stadium ‘Husky Girls’.