The Drum Awards Festival - Extended Deadline

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By Stephen Lepitak, -

November 26, 2018 | 3 min read

Guinness' classic 1999 ‘Surfer’ ad has once again won a popular vote to be named the best ad of all time, winning BBH Lab’s ‘The World Cup of Advertising’.

In a competition held on Twitter, the Guinness spot beat out fellow finalist Nike’s long-running ‘Just Do it' campaign to take the top spot. Apple’s ‘Think Different’ piped the Cadbury’s ‘Gorilla’ commercial in the third place play off.

Earlier this month, BBH Labs began the competition with 715 adverts taken from over 60 sources. 64 made it into the finals to face the popular vote. In the end, over 15,000 votes were cast leading to the victory of the Guinness campaign which was created by AMV BBDO.

Directed by Jonathan Glazer, the ad was inspired by Walter Crane's 1893 painting Neptune's Horses and went on to be named the top of Channel 4 and The Sunday Times' 100 Greatest TV Adverts in 2000. It also appeared on the list of Greatest Adverting of All Time by the Independent in 2009.

Tom Roach, strategy director at BBH highlighted the lack of work from after 2010 in the final top 20 and that the list was dominated by work from both the UK and US with brands such as Coca-Cola, Avis, Apple and many of the most recognisable companies operating today represented, with work from DDB, BBH, W+K, CDP also heavily featured.

“We’ve now got something resembling a ‘canon’ of the greatest work of the century. A fantastic resource that we should continue to learn from and teach to new arrivals in the industry,” added Roach.

The Drum will announce the winner of its own advertising competition, which is looking to find the best long-running campaign of all time, at The Drum Advertising Awards on Thursday 29 November.

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