Who's it for: Telecom by Saatchi & Saatchi and Prodigy Films
Why we like it: 2010 was a year Telecom would probably rather forget, but it's obviously hoping to go out on a good note and has gone back to the advertising it knows best with this beautifully shot, optimistic and patriotic heartstring puller of a TVC that aims to show how New Zealanders 'can do anything from here'.
Why we like it: If Flight of the Conchords is any guide, New Zealanders love nothing more than a healthy dose of good-natured self-deprecation. And holding the mirror up to some of our national foibles and endearing idiosyncrasies is a good way to put a smile on the collective dial, which is quite appropriate given AMI's 'Smile' tagline. As the old axiom goes, it's funny because it's true.