Who's it for: Duracell by Saatchi & Saatchi and Flying Fish
Why we like it: It's nicely shot, it's pretty earnest and there's a fairly tenuous link. So it ticks all the boxes for the classic All Blacks sponsor ad. Moderately interesting related point, Steven Luatua is thought to have a personal deal with Nike, despite Adidas being the main All Blacks sponsor.
Who's it for: Tip Top by Colenso BBDO and Assembly
Why we like it: More quality animation from Assembly and a good move from Tip Top to implement this change. It's like the ice-cream-related version of Good Books' Metamorphosis—but without all the drugs.
Who's it for: Kiwirail Freight by Hot Mustard and FSP
Why we like it: It's been 150 years since the first locomotive-hauled passenger train chugged its way seven kilometres between Ferrymead and Christchurch central city. And while the national rail network has had its fair share of issues in recent years (back in 1938, NZ Railways had a staff of 22,000 but today Kiwirail employs just 4,100), it's still an important transport network, so it's decided to give train freight some props—and a bit of cool factor—for helping to get products on the table.