Coors Light: 'Ice Bar' (starts at 00:06) - UK
This entertaining ad is perfectly judged with its 80s power rock and be-mulleted, double-denimed hero - the unstoppable Jean-Claude Van Damme. For years, it is revealed, the muscle man has been attempting "to recreate the ice-cold refreshment of a Coors Light" using actual ice. Throughout the advert we see him striving to achieve some kind of sculptural perfection and his performance is so sincere that you have to wonder whether anyone actually told him it's a spoof.
Agency: VCCP
Director: Daniel Kleinman
Mr Kipling: 'Pink Elephant' (starts at 01:09) - UK
In this CGI-riven film for Mr Kipling, a young boy drawing a pink elephant under the shade of some trees in the park is suddenly joined by the imaginary beast and the two of them enjoy a frisky pas de deux while others look on, apparently unable to see the elephant in the coombe, as it were.
Agency: JWT London
Director: Björn Rühmann
CIBC Run for the Cure: 'In Her Shoes' (starts at 01:53) - Canada
This remarkably touching ad is filmed entirely from the POV of a wife and mother from the morning before her breast cancer diagnosis to her return home after surgery. There is very little dialogue; after the start, speech and most ambient noise fades into music accompanying a series of impressionistic moments. The contrast between the humdrum beginning and the abstracted remainder convey the sense of dazed shock and intense clarity one would feel; and if any advert is going to impel us to donate or raise funds, it's this.
Agency: Cundari (Toronto)
Director: Michael Lawrence
Uncle Ben's: 'Where's The Kitchen?' (starts at 04:13) - UK
This is a smashing way of making a serious point about our generation's failure to pass on cooking skills to our children. Instead of getting all preachy, this furtively-filmed viral for Uncle Ben's demonstrates what happens when an estate agent shows a number of families around a house that doesn't have a kitchen. Can you spell "oven"? Well, can you?
Agency: Abbott Mead Vickers BBDO
Director: Chris Faith
Jason Stone is the editor of David Reviews
