After kicking off its 'Same Power, Different Attitude' campaign with a few friendly dictators, Powershop and DoubleFish then moved into fictional territory with ads featuring Jaws, Daleks, Darth Vader and Frankenstein. A cease and desist letter from LucasFilm moved the campaign back in the direction of well-known humans, such as a free-lovin' Margaret Thatcher. And now the brand has either bravely or foolishly taken things in a much more controversial direction with a new ad that wouldn't be out of place on a St Matthew in the City billboard and features Pope Benedict XVI presiding over a same sex marriage. We predict fire and brimstone Powershop's way cometh. And, if we're lucky, maybe even @pontifex's first Tweet.
Who's it for: Vodafone by FCB and Revolver
Why we like it: Vodafone has shifted from actor James Rolleston and introduced new four-legged protagonist called Piggy Sue. The new ad is a nice change in direction for the telco and helps to showcase the full reach of its network across the country. This spot also gets extra points for taking the telco conversation out of Auckland and for not featuring any spinning smartphones.
Who's it for: DB Export by Colenso BBDO
Why we like it: DB puts beer at the centre of all the great feats ever accomplished in history in a quirky ad for its Export range. And while the historical facts depicted in the ad are unlikely to pass a Google fact check, the spot certainly does give beer drinkers a new excuse to hang out with their mates for a few drinks.
Who's it for: Ssangyong by Moon Media
Why we like it: Leigh Hart and his comedic crew at Moon Media lent their talents to this Ssangyong spot and in the process poked a few satirical jabs at the creative process in the ad industry. And while they are clearly taking the piss, they also tied a clever semordnilap (albeit with one missing letter) into the creative to link it back to the vehicle they were paid to promote.