Youtube VideoWho's it for: Hallensteins by Publicis Mojo and Thick as Thieves
Why we like it: What do Mexico and Matt Dillon have to do with a Kiwi clothes brand? We're not entirely sure. But it looks good, it's about Brothers, and it fits into Hallensteins's quest for coolness.
Youtube VideoWho's it for: The Ice Bar Company by Colenso BBDO and Film Construction
Why we like it: Tip Top has launched its new 'ice blocks for grown ups' range (here's Jesse Mulligan with some tips on how to eat them). And the launch ad shows the gourmet nature of the new brand with the tale of an ice block chef. We're sure that's exactly how they're made *cough*.
Youtube VideoWho's it for: Powerade by Ogilvy and Jealous Lovers
Why we like it: Powerade is popular with top-notch athletes hoping to replace electrolytes after torrid physical exertion and boozers hoping to reduce the severity of their hangovers. It's brilliantly diverse. And the RWC moneyshot featuring Sir Richard supping on some of the blue elixir after the win is likely to appeal to both segments.