Who's it for: Levi's by Colenso BBDO
Why we like it: It's easy to make a viral ad. It's much more difficult to actually make that ad go viral. But at well over five million views on YouTube, that's exactly what Colenso did for Levi's with the Rear View Girls. It's certainly not your typical TVC, but it had a production budget, a director, talent and a product to sell. And having the film/social experiment appear on a range of major media channels around the world following its launch means it's been a hell of a lot more effective in getting publicity for Levi's new season range than anything 'traditional' ever would. Some punters feel aggrieved they've been tricked again by a big brand and a sneaky agency, but credit where credit is due, this is a pretty damn successful effort. Colenso's probably already got the award entry written up.
Who's it for: ETA Uppercuts
Why we like it: They claim to be ridiculously good chips. And ridiculously good chips require ridiculously good—and slightly ridiculous—advertising. Nice tongue-in-cheek hyperbole and excellent use of Guam, which, as everyone knows, is the third funniest country behind Gabon and Chad.