Who’s it for: New Zealand Human Rights Commission by Clemenger BBDO
Why we like it: Like a guide to etiquette or a course on fine wine, Taika Waititi’s expert rundown on the subtleties of casual racism strikes a scathing tone despite the ad’s genteel nature. With a deftly written script that explains how “a smile, a cheeky giggle, even a simple nod in agreement” can all contribute to racism’s survival, the video plays on the tropes of charity advertising while explaining how racism can still occur under the radar. The video has resonated deeply for viewers in New Zealand and abroad, with NZHRC’s original Facebook video alone racking up over 1.2 million views in less than a week.
Who’s it for: Uber NZ
Why we like it: Whether you’re a Samuel, Samantha, Samson or Samira, Uber’s hooking up one of the most common names in New Zealand with $20 worth of free rides. Not since Dr. Seuss’ Green Eggs and Ham have we seen such a ‘Samcentric’ product, as two ‘Sambassadors’—Sam Cane and Sam Whitelock—have some sammies, salmon, samosa and sesame seeds in the back of a car. The ad is simple yet puntastically effective, although it’s safe to say we’re probably all a bit ‘Sammed’ out.
Who’s it for: Panasonic by Lemonade
Why we like it: While Panasonic’s latest campaign also features a prominent All Black, this one thankfully isn’t called Sam. Beauden Barrett is shown tackling a series of clones that quickly disintegrate into a puff of chromatic smoke, eliminating the ‘fake’ Beaudens while highlighting the ‘true’ colours of Panasonic’s OLED TV. The idea of ‘true black’ ties in nicely with Barrett’s sporting career, while presenting bright shades in a dark setting makes for a rather pleasant viewing experience.
Who’s it for: Auckland University by JWT
Why we like it: While academic rigour generally involves endless lectures and gruelling exams, the end result can be a magical thing. It’s this magic that the University of Auckland focuses on in its latest campaign as its showcases the scientific and engineering marvels made possible by innovation. As the video shifts and changes via a fast-paced montage, the 30-second spot does a timely job of highlighting the relentlessness of the world and the students that drive it.