Who’s it for: Anchor by Colenso BBDO and Fish.
Why we like it: Milk probably isn’t the first thing you think of gulping down after a work out, so pitching it as a sports drink seems like a tough sell. But there’s a growing number of serious athletes who are being given the protein-heavy liquid as part of their training and/or recovery. And the rippling abs and sweet moves seen in this beautifully shot spot should help push that agenda.
Who’s it for: ASB by Saatchi & Saatchi
Why we like it: A simple, effective and clever way of announcing ASB’s new sponsorship of the All Blacks. And there’s some surprisingly good rugby player acting in this one (unlike this one for KFC).
Who’s it for: Pump by Saatchi & Saatchi and Fish
Why we like it: People who buy bottled water in a country like New Zealand deserve to fall off a trampoline. But credit where it’s due, this is a good—and very literal—interpretation of Pump’s catchphrase and we’re suckers for visual tricks like that seen in OK Go’s amazing video ‘The Writing’s on the Wall‘ and Apple’s ‘Perspective‘ (which OK GO isn’t happy about).
Who’s it for: Warriors by Special Group and 8
Why we like it: Following on from the well-liked 20th anniversary spot from its new agency, the retail angle still focuses on the fans and references the strong pull of Mt Smart (suck it Eden Park).