Crest: 'Halloween' (Starts at 00:06) – USA
In this American commercial, we get to witness the response of four children to a variety of healthy alternatives to candy. They are not impressed. This creates the opportunity for some laugh-out-loud funny business and the advertiser gets to communicate a compelling proposition – you can allow your kids to have sweeties at Halloween, as long as they brush their teeth before they go to bed -– preferably with Crest.
Agency: Publicis (New York)
Director: J J Adler
Specsavers: 'Workout' (Starts at 01:42) – UK
Specsavers have a DIY approach to marketing – instead of using an advertising agency, they create their own commercials, but no one can suggest this isn't working out for them. "Should've gone to Specsavers" continues to be one of advertising's best-known propositions and a lot of the work they make is first rate – including this well-judged piece of comedy.
Director: Tim Bulloch
Aftonbladet: 'Distracted' (Starts at 02:26) – Sweden
An attractive couple fall in love – but there's a third presence in their relationship as the young woman is revealed to be besotted with the online content she gets rather than the offline attention her chap tries in vain to offer. There are some great tongue-in-cheek moments mocking the usual lovebird clichés.
Director: Tom Malmros
Sony Bravia: 'Volcano' (Starts at 03:15) – UK
Sony Bravia have drawn beautifully on their advertising legacy to create an updated version of their famous 'Balls' commercial. This time, petals erupting from a volcano are used to illustrate the extraordinary detail available on its latest television. It's a brilliant extension of the metaphor and it's been done with huge aplomb.
Agency: McCann Erickson
Director: Jaron Albertin
Jason Stone is the editor of David Reviews
