Who’s it for: NZTA by Clemenger BBDO
Why we like it: Teenagers get enough lectures about how to behave, so we doubt they are going to be listen to a TVC harping on about the rules of a restricted licence. But, by making an ad that speaks to the parents, there is a greater opportunity for the message about only driving between 5am and 10pm and not carrying passengers unless supervised to get across. Parents have the power to take away the car keys, not an ad. It’s also refreshing to see an ad about driving that doesn’t end with disaster.
Who’s it for: BP by Ogilvy & Mather
Why we like it: There’s nothing sweeter than young love, and BP deliver all the goods with this one. Its story makes a nice change from the typical 30-second spot, opting for a more filmic style. It cleverly plays on Kiwi ingenuity, with a crafty grandpa who creates a flying device to help his grandson impress his love interest. How could she say no to that?
Who’s it for: FedEx by BBDO Guerrero, directed by Zia Mandviwalla from Curious Film
Why we like it: This is a great example of how brands are increasingly opting to draw an emotional response from the consumer rather than partake in shouty ads. We like the storytelling mechanisms in this spot through the voice over, the shots coffee being extracted and the protagonist’s passionate interaction with his trade and how this all relates back to the brand message in a more meaningful way.