Who's it for: Tip Top by Colenso BBDO and Sunday Punch
Why we like it: There's already a fair bit of pseudo-science used when it comes to marketing claims, but Tip Top fully embraced it for its summer campaign and, through a series of experiments, tried to find out if ice cream really does make people feel better. Guy Montgomery also handed out freebies to unsuspecting passersby and that led to some entertaining interactions.
Who's it for: Midas by Side Project
Why we like it: The automotive realm is renowned more for its shouty and/or basic advertising than its creative advertising, but there are exceptions to every rule. And these two spots for Midas fit into that category (the hitchhiker ad is almost like the 'should've gone to Specsavers' of the mechanical world). Extra points for the cool backstory of self-trained videographer Ben Journee.
Who's it for: The Bachelor by TV3
Why we like it: A buff man (Mike McRoberts?) on a horse on a beach with a rose in slow motion. While The Bachelor, which is being hosted by Mike Puru, is obviously an important show for MediaWorks this year, this teaser shows it's not taking it too seriously and is launching it with a bit of a knowing wink.