http://www.youtube.com/watch?v=bL1Dbo6Tp8cWho’s it for: ASB by Saatchi & Saatchi and Curious
Why we like it: Over-acting is funny. And, aside perhaps from Sir Ian McKellen, there’s almost no-one better at it than Brian Blessed, who, with his goal of highlighting various aspects of New Zealand culture and, of course, ASB in the new ‘succeed on’ campaign, could be seen as a much louder, much hairier version of Goldstein. That worked out alright for them.
http://www.youtube.com/watch?v=Q667togE0fIWho’s it for: Mitre 10 by DraftFCB
Why we like it: The ASB campaign dramatises the fact that many Kiwis aren’t too good at expressing their emotions, which makes Valentine’s Day, where humans are forced into proving their love, essential awkward viewing. As a result, it’s usually full-scale—and often hackneyed—commercial war, but this handy instructional clip, which ties in perfectly to the ‘Easy As’ proposition, got our advertising rose.