The 30 best ads of Campaign Brief's 30 years. 2014: St John Ambulance 'Break The Barrier' TVC

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StJohns_BreakTheBarrier_BLOG.jpgCampaign Brief WA turned 30 in June, so we're looking back and choosing the best ad done in each of our 30 years.

If you've been paying attention you'll realise we've kind of bolloxed this up and that this is in fact our 31st 'best' ad. It's because we started with 1984 as a full year when actually we published our first issue mid that year.

We knew it would happen but did it to make sure we included the Piper West outdoor in our review. How could we not include WA's only Gold winner?

Anyway, here we are at 2014 and the best ad of the year so far is clearly The Brand Agency's 'Break The Barrier' TVC for St John Ambulance.
Created by David Donald and Craig Buchanan, it's a pretty slick production by The Penguin Empire, with Allan Myles behind the camera and Grant Sputore calling the shots. Sputore got a nomination for his Direction at Cannes recently.

The instant when the boy slips and cracks his head on the pool edge gives us a shiver every time.

Will it still be the best by year's end? Who knows, but it will be tough to beat. Nice work by all.

As we said when we started this series, we have picked the best ad of each year, rather than the 30 best ads overall. If we'd taken that approach, the list would likely be quite a bit different with some years seeing several outstanding ads produced, and other years being a little lean.

To recap our 31 best ads of Campaign Brief's 30 years:
1984 : Piper West outdoor - Oglivy & Mather
1985 : Dept of Industrial Development 'State of the Future' television - Jenkin Morgan Aitken
1986 : Murphy's Mufflers 'Shhh' outdoor - Baynham
1987 : Stella Artois 'Menage Artois' outdoor - Clemenger
1988 : Aboriginal Anti Celebration Authority 'Darkie Coon...' print - JMAO&M
1989 : HBF 'Ladder' outdoor - Baynham
1990 : Health Dept (Drinksafe) 'Respect Yourself'  television - Marketforce
1991 : Adventure World 'Turbo Mountain' television - 303
1992 : HBF Worldwide Travel Insurance 'Phantom' radio - 303
1993 : Retravision 'End is Nigh' television - MJB&B
1994 : WA Turf Club 'Yearling' print - The Brand Agency
1995 : Health Dept (Quit) 'Lifelines' television - Vinten Browning
1996 : Chippers 'Elephant Tears' press - Vinten Browning
1997 : City of Perth 'Pablo Picasky' television - JDA
1998 : Keep Australia Beautiful Council 'Dead Animals' television - JDA
1999 : Office of Road Safety 'Boy's Night' radio - 303
2000 : Cancer Foundation 'Nice People' television - Marketforce
2001 : RAC Security 'Free House Cleaning' press - The Brand Agency
2002 : Burswood Casino 'No Smoking' out of home - The Brand Agency
2003 : Dept. of Community Development (Ngala) 'Shaken Baby' television - The Brand Agency
2004 : Office of Road Safety 'Stopping Distance' outdoor - Marketforce
2005 : Lotterywest (Lotto) 'Wallet' press - Marketforce
2006 : Lotterywest (Scratch N Win) 'Scrabble X' television - Marketforce
2007 : Tourism WA 'Wave' press - Marketforce
2008 : Perth Zoo 'Find Your Animal' radio - The Brand Agency
2009 : HBF 'Working Less' television - Meerkats
2010 : Alcoholics Anonymous 'Work' television - Gatecrasher
2011 : Office of Road Safety 'Enjoy The Ride' television - 303Lowe
2012 : Attix 'Storage Space' press - SHEDcsc
2013 : IKEA 'Valentine's Day' press - 303Lowe
2014 : St John Ambulance 'Break The Barrier' television - The Brand Agency

Best of the best? Whew - it was tough enough picking these! If we had to make a call, we'd go for JDA's Dead Animals, a timeless ad from the 'golden age' of Perth advertising.

What would you choose?


Nice said:

Loved seeing all the old ads.

Because I'm relatively new to the industry I only saw most of these for the first time through this series. My favourite is the nice people commercial, but that Piper West poster is amazing too.

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