Who's it for: Pinnacle Life by YoungShand
Why we like it: Pinnacle Life claims to know the world's luckiest man, licked by Lady Luck herself, and bound to a life of joy and good fortune – until his luck ran out, of course, and he died before his time. Insurance companies have a habit of reminding even the most optimistic people that nothing is guaranteed, and Pinnacle Life has decided to go down the route of showing how people let their loved ones down when they don't take out life insurance. It is a fact of life that we don't know what's around the corner – hopefully, the world's luckiest man has learnt his lesson by his next life.
Who's it for: Tourism NZ by Special Group
Why we like it: New Zealand is the first country in the world to see the break of a new day, and so we're uniquely placed to say 'good morning' before anyone else even wakes up. But there's so much more that makes New Zealand a unique place in the world, and this campaign celebrates all of those things. It's always nice to see ads that genuinely incorporate te reo Māori, and this one gets the tone just right. Ka pai.
Who's it for: Christchurch NZ by in-house
Why we like it: Christchurch, you're back. But what year is it there? This campaign appears to mix Goodbye Pork Pie with the Flight of the Conchords to produce a very New Zealand outcome. It's great that Christchurch is celebrating the rebuild of its CBD, but it is interesting that this city that will be so iconically placed in the 2010s (think Napier and the 1930s) would choose to go back in time. It is certainly a memorable ad, at least.