Bestads Six of the Best reviewed by Sharon Edmondston, CD, M&C Saatchi, Sydney

Sharon Edmondston.jpgEach 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 judge is Sharon Edmondston, creative director, M&C Saatchi, Sydney.

Winner: Hornbach Sweat it Out. This ad begins less like an ad and more like a subversive short film. I squirmed my way through the scenes, as I was confronted by deeply unlikeable characters and visual textures that provoked an almost gag effect. All the while I was wondering where I was going to end up. And then all of a sudden, there it was, the pay-off of an exquisitely grotesque bead of sweat complete with dirt swirling inside of it that eloquently delivered the message. Disconnect from the horrible world inside your device and get sweating in your backyard with Hornbach. I can't say I enjoyed this ad, but I sure as hell appreciate it and it's now stuck firmly in my mind. READ ON...


Jarvis said:

This is hardcore, babe!

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