Who’s it for: Lumino The Dentists by Special and Eight
Why we like it: Dentists would be the bottom of most people’s list to visit, so Lumino has decided to focus on the outcome – one’s smile – instead of the work needing to be done. However, the company isn't above having a laugh by giving sage advice that smiling works well at weddings, but not so well at funerals. The constant smiling does get awkward by the end of the piece but it remains a fun reminder to get to the dentist.
Who’s it for: VTNZ by FCB and Finch
Why we like it: VTNZ has gone big for its latest ad with definite Mad Max vibes, flamethrowers and all. Antihero Road Commander is intimidating – but just like every Kiwi he wants his vehicle to pass its WoF test. With some Kiwi straight-faced humour, and the removal of a harpoon and said flamethrower, the challenge is successful. It’s something a little different for the brand’s first ad with FCB, and we look forward to seeing what's in-store for Road Commander in the future.
Who’s it for:The Warehouse by DDB
Why we like it: Kicking off the start of spring, The Warehouse has had a refresh and it's encouraging its customers to do the same, by promoting new attitude, new memories, new goals, and a new you. The ad is fun and celebratory with skateboarding, selfies and sport, and being paired with upbeat, poppy music, it's a welcomed reminder summer is around the corner.
Who it for: One Percent Collective by Sweetshop
Why we like it: In the hope of attracting new donors, One Percent Collective has moved away from the standard donate-to-us ad to something that will draw people in and make them watch (and hopefully create awareness at the same time). Mike and Mandy's story is funny, playful and a bit silly which makes it enjoyable, while also cleverly tying into the One Percent Collective's model. Using humour to inspire is a nice way to go and hopefully, the audience will respond well.
Who's it for: Toyota New Zealand by Saatchi & Saatchi
Why we like it: While stereotypes suggest Kiwi blokes aren't emotional beings, Toyota isn't afraid to let a little softness be shown. Watching one of the leads attempt to hold back his feelings towards the Hilux is a clever concept for a 15-second spot and comes together with the line 'Enough Said'. Dodging feelings is nothing new for these two blokes after they last year starred in a Hilux ad that saw them go for a drive as their version of "talking about it".