Who's it for: Tower Insurance by BC&F Dentsu
Why we like it: Appurtenance, now there's a ten-dollar world. One could argue it is, in fact, unnecessary. In the context of insurance, it basically means accessories relating to something, so it is abundantly clear that there are simpler ways to describe such things. Thankfully, Tower Insurance understands the pain of jargon and has decided to do without in its latest campaign. It would have been slightly more satisfying if the explosion had revealed a simple English synonym but either way it would nice to be able to understand a policy document for once.
Who's it for: Lotto NZ by DDB
Why we like it: Ugh, this ad brings back painful memories of winning a Real Groove magazine competition in 2007 but missing the call and having to live with the fact we'd never play Rock Band on PS2, not ever. So sad. The memories still haunt us to this day. You could say, this campaign touched a nerve. Like the previous Imagine ads before it, 'Lost' has it all. The joy, the sadness, the high stakes and the touching moments. If only we'd lovingly sealed our cellphone underneath our plaster cast all those years ago and then maybe we wouldn't have been forced to live a Rock Band-less life (admittedly, it was a short-lived fad, but an oft thought of one). You can't go back – a foot spa consolation prize would have done the trick, though.
Who's it for: AA Smartfuel by Rainger & Rolfe
Why we like it: For some reason, this ad is giving us major Serial Stuff throwbacks. Remember when Sports Susie, Outdoor Trevor and Lifestyle Sharon used to turn into Barbie dolls as soon as they stepped outside? A happier time. This ad similarly makes it seem like everything is actually real, just appearing like a toy. And it's so gosh darn cute, with its little petrol stations and bus stops. These little miniature people are just going about their lives seeking savings and avoiding the rain – and who isn't?