Moving picture with synched sound remains a rather moving medium. Thought it was time to take a moment and see what was good the past yere. Here are a few films, in no particular order, that may or may not have been on TV, the web, the back of an airline see, on your phone or some other screen.
Write the Future (Global by Wieden + Kennedy)
An obvious one for what may not be obvious reasons. One can dabate whether Nike is getting too self referential and its just a big budget bomb in the face of Adidas. But the shear magnitude of this global campaign was extraordinary, a film with excrutiating complexity and content to allow both cross media manifestations but also culture. What I loved most, being in different countries during the world cup, was seeing how each nation had their version, often linking to the very game being playing that moment.
Drench (UK by Chi + Partners)
Simple, watchable, engaging, restrained, superb sound design with a clearly linked brand proposition. Lovely.
Google (US and possibly international by BBH)
Most technology ads, be it for a phone, website or computer convulse with laundry lists of everything they can do. Few actually make it something compelling, enjoyable, lovable and offer a deeper emotional payoff. Well done tale of a cold search algorythm.
Logitech: Robot (Goodby Silverstein + Partners)
Again, technolgoy. This time with empathy to convey a tool that offers simplicity. Gorgeous.
Levis: To Work (US: Wieden + Kennedy Portland)
Turn off the TV, tell everyone to shut up and put on some headphones. Watch this and feel something stir inside of you. You, are being moved.
I love this campaign. The film is superb emotive setting, storying telling and framing. But the bigger idea of Braddock PA is the scale of what big ideas can be. Yes, you can even spell it with capitals and say BIG IDEAS (fyi, it's cool to do that again.) The best part, this campaign is legit, a buddy who is the CD sends me shots from Braddock, it is stupendous.
Notably Absent - Old Spice
Yes, you, especially if you know me in the real world, will be surprised at the absense of Old Spice. This remains my favorite campaign but it does not deserve recognition for a couple executions this year. No, the whole body deserves being given a Nobel Prize. This film, for finding again the brand, its voice and personality deserves to be film of the decade. It made all the subsequent great Old Spice work possible (and yes, TMYMCSL is rather very good too.) Here is to bravery and creating excellent in tough circumstance.