The winners of the latest Creative Department have been revealed in the 22 July issue of The Drum.
Check out the top creative work picked by The Drum UK and US readers, our sponsor, Workfront, and this issue's creative director James Robinson, executive creative director, The Martin Agency, New York.
Creative Director's Choice: Deutsch - Krylon 'Bike', 'Chair' and 'Watering Can'
James Robinson, executive creative director in NYC, The Martin Agency
Ordinarily, this is not the kind of idea I would go for. The story of a family conning their gullible yet penny-pinching neighbor at a yard sale would seem like a one off joke that would get stale with the retelling.
But in fact, the opposite is true. These spots get funnier because it is the same joke told over and over and they are even better when viewed as a series. Just how many times can the world¹s most duplicitous suburban family get away with the same trick? How many times will Herb¹s avarice override his common sense? And just what else is in that fanny-pack?
Truly offbeat casting, oddly whispered product benefits and an endearingly strange end-treatment all add up to a campaign that stayed with me longer than I expected. Nice, unexpected work from a category that isn¹t exactly known for comedy commercials. I look forward to the next installment.
UK Readers' Favourite: Publicis Dublin - Irish Rail 'Urban Travel Dictionary'
Publicis Dublin has coined some new words for a suite of fun print ads for Iarnrod Eireann (Irish Rail). The concept was designed to get people to reflect on their social behaviour on public transport and #GiveUpYourSeat to those in need.
US Readers' Favourite: Arnold - New Balance 'The Storm'
Arnold has created New Balance’s motivating spot ‘The Storm’ which sees a young woman running up a hill. As she’s about to reach her limit a flurry of athletes envelop her and spur her on to push out of her comfort zone. Filmed across three continents, the advert features 17 of the brand’s sponsored athletes including Jenny Simpson and Miguel Cabrera.
Sponsor's Choice: Adam&EveDDB - Lloyds Bank 'Horse Story'
Jada Balster, marketing director EMEA, Workfront
Adam&EveDDB have really outdone themselves this time with a moving advert to celebrate the 250 year anniversary of Lloyds Bank. ‘Horse story’ takes a series of heart-warming scenes showing our equine friends supporting the needy and vulnerable throughout the past two and a half centuries.
The ad aims to show how the bank has been by customers’ sides “through good times and bad” – and whilst it may take a lot more time for banks to gain back the trust they lost during the “bad” times of the recent banking collapse and bailouts – this beautiful advert is a good way to start and will touch even the most cynical.
The 22 July Creative Department also features work from JWT Melbourne, Kathy Lees, RKCR/Y&R, Kameleon and Saatchi Masius and is available to purchase from The Drum Store.