Bestads Top 6 of the Week – reviewed by Rick Condos, Goodby Silverstein & Partners, SF
Best TV: Amnesty. Very simple idea, executed beautifully. Not a very high degree of difficulty here, but the execution speaks for itself.
Runner-up: Guinness. Dumb, funny guy humor. Which is surprising from Guinness, having a long history of taking itself very seriously. Personally, it feels a bit lowbrow to me for the brand, hence the runner-up. But the casting and execution made me laugh.
Best Print: Wusthof. Simple concept executed by an elegant hand. Very fresh for the category. Stood out to me amongst this group. I wish I got the Wrangler stuff. Must have gone over my head. Don’t see the role of the product nearly as clearly in that ad as I do in this execution.
Runner-up: Autocop. Very well executed. Feels a little familiar. A solid runner up, but feels as though it might have been done in the past. Beautifully crafted, nonetheless.
Best Outdoor: Rossi Fiateci. Love this idea. And the execution was bigger than just an outdoor board. It was an invitation to a much bigger experience. Really thoughtful and interesting. Made me want to go deeper and explore.
Runner-up: Go Fast energy drink. A funny stunt. Having lived in Amsterdam for a spell, this would have made me laugh had I seen it roaring around the canals. Most of all, it’s just plain fun and easy to get. Product at its core. Had Rossi Fiateci not been in this mix it would have been my winner.
Best Interactive: Doritos ‘The End’. I love the idea of a company willing to kill off one its products. And then putting that decision into the hands of the consumers. This whole program makes me laugh. A lot of execution for the idea, but really nicely done, nonetheless.
Runner-up: VW ‘Test Drive’. I wish this idea was executed in a more dynamic way. It has all the potential in the world. Pushing the limits of this thought would have really been exciting. It does sell the features of the car well, but it feels like a bit of a letdown in actual use. Great thought though.