We're taking the politically correct NCEA approach today. So we've chosen four winners.
Who's it for: NZTA by Clemenger BBDO and Film Construction
Why we like it: It's funny because it's true. Nice to see NZTA using a bit of humour to get a serious driving message across to parents. And also nice to see a big lustrous ginger beard and the use of a jetpack.
Who's it for: Pams by Barnes, Catmur & Friends and Assembly
Why we like it: The first ads in the series were cute, quirky, well-made and humorous. So's this one for winter. And, unlike the recent BP ad, it's got some sick poetic flow too.
Who's it for: Weet-bix by Saatchi & Saatchi and Finch Company
Why we like it: The All Blacks will be everywhere this year, so there's a real and present danger of rugby overkill. But this ad, which is based around a nice insight into the psyche of sport loving Kiwi kids, gets it about right.
Who's it for: ETA Kettles by Assignment Group and Curious
Why we like it: It's hard not to like the old talking stomach routine. And here's another one.