Who’s it for: New Zealand Defence Force by Saatchi & Saatchi
Why we like it: We like that the clip emphasises how a large part of the role of military personnel is helping those in need, not just shooting an assault rifle at the enemy. We also like that the scenarios are based on real experiences in the force. It also sends a nice message – that we like to, and should, help one another – not just our Kiwi neighbours but also our neighbours abroad who have fallen on troubled times.
Who’s it for: Western Sydney University by Finch, directed by New Zealander Jae Morrison
Why we like it: There’s a lot to like about this ad. The emotive content, the rolling soundtrack, the honesty and the uplifting message. The ad tells the true story of a refugee and Western Sydney University student, Deng Thiak Adut, from when he was a six-year-old boy taken from his mother and forced to march for a month to Ethiopia where he encountered horrific scenes, becoming marred with emotional and physical scars. It then goes on to show his achievements after arriving in Australia and receiving a higher education. The ad is also topical, coinciding with the Syrian refugee crisis, acting as a reminder of what a country can do for those in need if it opens its doors.
Who’s it for: Farmers by JustOne/.99
Why we like it: Though Farmers ads have traditionally been on the shouty side (generally over its red dot sales) or composed of TVCs of men and women posing in pajamas or lingerie/underwear smiling, laughing and awkwardly tilting their bodies towards and away from the camera, Farmers has taken a much more artsy approach this time. The ad appears almost like a moving catalogue, as the camera glides between a representation of different product categories in different rooms with a creative use of lighting and enchanting music. A welcome change.
Who’s it for: Bayleys by The Collective, shot by Robber’s Dog
Why we like it: We like how the ad focuses on the dreams of a small boy who really only wants a bigger backyard to kick a ball around in. It’s a nice distraction from the overcrowded housing market, making Bayley’s appear like it has more of a heart and is focused on the value “in the people and the relationships forged” as its brand positioning states. It’s also always refreshing to see adult exchanges through the eyes of a child, as a child looks at complicated situations more simply with imagination and positivity. And though we doubt Bayley’s is about to easily turn over a valuable property to a boy who wants a bigger back yard, the ad is still heart warming with a nice sentiment behind it.