Who's it for: Telecom by Saatchi & Saatchi and Prodigy
Why we like it: It's a fairly earnest, emotional affair, but it's beautifully shot, well written and it uses a range of scenes and an accurate insight to show why so many different people are so passionate about their smartphones. While Telecom may be dealing with some trust issues at present, the sentiment of the ad and the focus on connection seems likely to resonate with the communicating masses, many of whom appear to be afflicted with seemingly incurable cases of FOMO.
Who's it for: 2degrees by TBWA\ and Film Construction
Why we like it: As aqua Zumba is to funerals, this kooky 2degrees ad to promote its new business offering is to the Telecom epic: the exact opposite. Once again, Darby delivers a comedic tour de force and we particularly appreciated the latte-swilling greaseball marketing guy stereotype. The informal, entertaining approach worked for the pre-paid consumers, but it will be interesting to see whether it's as attractive to the slightly more buttoned-down business market that it's aiming to sign up.