Travis Robertson, co-founder and executive creative director, Colossus:
Stylistically it was just gorgeous work. Beautifully shot. Filmic. Brilliant ska soundtrack paired with moments of awkward silence. The comedic timing they packed into this campaign is typically something reserved for feature films, not the commercial world. But beyond the cinematic storytelling, I most admired how the brand took two very risky and provocative scenarios (that would terrify 99% of clients) and somehow rooted them in a truly compelling, product insight.
Disney, “The Boy and The Octopus”
Agency: adam&eveDDB
Harris Wilkinson, chief creative officer, TMA:
Granted, I’m a sucker for long-form content, but it’s so much more than that. The casting is perfect, every frame is stunning, and it’s almost purely visual storytelling (I counted 17 words of dialogue in 4 minutes). And the VFX from Untold Studios, well, let’s just say that little guy wrapped his eight tentacles around my cold, dead heart, and squeezed it back to life.
Vanessa Chin, svp of marketing, System1:
This ad moved me so much that I anxiously waited for my daughter to come home from school just to share it with her. The mix of nostalgic Little Mermaid music with a brand new story of togetherness between the boy and his newfound friend evoked emotions you rarely feel with a new ad campaign. Disney nailed it, giving this little guy playfulness, curiosity, and innocence. This heart-wrenching, cute campaign also captivated viewers, resulting in exceptional long-term (5.1 Stars) and short-term (1.59 Spike) ratings from System1.
Adidas, “No Lie”
Agency: Johannes Leonardo
Jay Kamath, founder and chief creative officer, Haymaker:
I’m a big fan of the recent Adidas work for Anthony Edwards by Johannes Leonardo, but “No Lie” specifically just got me hyped as a basketball fan. Great, simple approach that lets Ant’s personality shine. And in a league where a lot of stars are making excuses about playing back-to-backs, it puts Ant’s “I want to rip the soul out of your body and make your ancestors weep” type competitiveness on full display.