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| Ad break: MTV, Wispa and Vodafone | Ad break: MTV, Wispa and Vodafone |
| (33 minutes later) | |
| MTV: 'Bra' (00:03) - US | MTV: 'Bra' (00:03) - US |
| Rebel Wilson manipulates Channing Tatum into some intimate one-on-one action when she should be concentrating on evading explosions and gunfire in a brilliant piece advertising the MTV Movie Awards. If the script and the performances are funny enough then basing an advert on a comedy sketch is always a winner and this one ticks all the boxes. It did its job too – the show's audience was nearly 20% bigger than last year's and it did particularly well with the younger viewers so prized by TV executives. Agency: MTV Networks Director: Kim Nguyen | Rebel Wilson manipulates Channing Tatum into some intimate one-on-one action when she should be concentrating on evading explosions and gunfire in a brilliant piece advertising the MTV Movie Awards. If the script and the performances are funny enough then basing an advert on a comedy sketch is always a winner and this one ticks all the boxes. It did its job too – the show's audience was nearly 20% bigger than last year's and it did particularly well with the younger viewers so prized by TV executives. Agency: MTV Networks Director: Kim Nguyen |
| Libresse: 'Shout' (00:58) - Sweden | Libresse: 'Shout' (00:58) - Sweden |
| The world is already well aware of the Scandinavian prowess for surprising endings thanks to the extraordinary boom in crime fiction from that corner of Europe and this commercial demonstrates that this penchant doesn't have to involve doom and gloom. As Lulu sings her breakthrough hit Shout, a variety of young women explode with joy after making a discovery while sitting on the toilet. They're obviously pregnant... or not pregnant. Aren't they? Agency: Momentum (Sweden) Director: Jesper Ericstam | The world is already well aware of the Scandinavian prowess for surprising endings thanks to the extraordinary boom in crime fiction from that corner of Europe and this commercial demonstrates that this penchant doesn't have to involve doom and gloom. As Lulu sings her breakthrough hit Shout, a variety of young women explode with joy after making a discovery while sitting on the toilet. They're obviously pregnant... or not pregnant. Aren't they? Agency: Momentum (Sweden) Director: Jesper Ericstam |
| Vodafone: 'The Kiss' (01:42) - UK | Vodafone: 'The Kiss' (01:42) - UK |
| Someone who worked on the Vodafone account once revealed that he and his colleagues were in the business of selling air because no one could really distinguish the services offered by mobile phone companies from one another. "We're selling red air, O2 are selling blue air and Orange are selling..." well, you can guess the rest. As this advert demonstrates, it's a state of affairs that can generate truly astounding commercials as – with so little to say about the services themselves – advertising agencies are free to go off in any direction they fancy and that's when they're often at their best. Agency: Grey London Director: Frédéric Planchon | Someone who worked on the Vodafone account once revealed that he and his colleagues were in the business of selling air because no one could really distinguish the services offered by mobile phone companies from one another. "We're selling red air, O2 are selling blue air and Orange are selling..." well, you can guess the rest. As this advert demonstrates, it's a state of affairs that can generate truly astounding commercials as – with so little to say about the services themselves – advertising agencies are free to go off in any direction they fancy and that's when they're often at their best. Agency: Grey London Director: Frédéric Planchon |
| Otto: 'Cactus' (03:16) - Germany | Otto: 'Cactus' (03:16) - Germany |
| Once upon a time, ad agencies only had to worry about punters disappearing into the kitchen to make a cup of tea but these days they're likely to bury their faces in a mobile device as soon as their programme makes way for a short burst of advertising. This ad for German retailer Otto negotiates this dilemma in a clever fashion by creating a highly intriguing scenario designed to secure the attention of the most devoted second-screeners. What they'll make of the incongruous dénouement remains to be seen but at least Otto can be reasonably sure they'll clock it. Agency: Heimat Berlin Directors: Leila & Damien De Blinkk | Once upon a time, ad agencies only had to worry about punters disappearing into the kitchen to make a cup of tea but these days they're likely to bury their faces in a mobile device as soon as their programme makes way for a short burst of advertising. This ad for German retailer Otto negotiates this dilemma in a clever fashion by creating a highly intriguing scenario designed to secure the attention of the most devoted second-screeners. What they'll make of the incongruous dénouement remains to be seen but at least Otto can be reasonably sure they'll clock it. Agency: Heimat Berlin Directors: Leila & Damien De Blinkk |
| Wispa Hot Chocolate: 'Frothy Beast' (03:50) - UK | Wispa Hot Chocolate: 'Frothy Beast' (03:50) - UK |
| The history of advertising is littered with memorable icons and it's just possible that Wispa's 'Frothy Beast' is destined to join this pantheon. He gambols through this commercial so supremely confident of his own suaveness that those in his orbit can't avoid falling under his spell. It's a weird and wonderful confection and guaranteed to ensure the audience pays attention to this newly-launched hot chocolate drink. When Kraft took over Cadbury, industry commentators feared the worst for the brand's advertising but if this is anything to go by, the US giant certainly isn't afraid of a little creativity. Agency: Fallon London Director: Charley Stadler | The history of advertising is littered with memorable icons and it's just possible that Wispa's 'Frothy Beast' is destined to join this pantheon. He gambols through this commercial so supremely confident of his own suaveness that those in his orbit can't avoid falling under his spell. It's a weird and wonderful confection and guaranteed to ensure the audience pays attention to this newly-launched hot chocolate drink. When Kraft took over Cadbury, industry commentators feared the worst for the brand's advertising but if this is anything to go by, the US giant certainly isn't afraid of a little creativity. Agency: Fallon London Director: Charley Stadler |
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