http://www.youtube.com/watch?v=dZfkSAQWz9EWho's it for: Toyota by Saatchi & Saatchi and Good Oil
Why we like it: An ad based around a self-harming cat seems like quite a risky strategy. But then again, as Geoff Ross says, being mediocre is riskier. As expected, the vocal minority has already piped up about it, but, for our money, it's one of the funniest ads of the year and fits snugly into the old Toyota/Saatchi belief that you need to entertain and tell a good yarn if you're busting into someone's living room.
Who's it for: Royal New Zealand Navy by Saatchi & Saatchi and Exit Films
Why we like it: Defence Force recruitment campaigns generally look good. And this is one of the better looking ones. But with the addition of the national anthem and the raspy tones of a true blue veteran, it also gets the spine tingling.
Who's it for: Big Ben by Assignment and Flying Fish
Why we like it: Pies and Millen Baird seem like they'd be a good comedy combo, and he's been put to good use with open references to mystery meat myths and some good-natured ribbing of vegetarians.
Who's it for: L&P by Saatchi & Saatchi and Flying Fish
Why we like it: Defining the type of thirst you have is a little bit like explaining the type of party you're having in your pants. And that works for us.
http://www.youtube.com/watch?v=1njJYmz6etUWho's it for: Auckland Philharmonia by Colenso BBDO and Thick as Thieves
Why we like it: It's not a TVC, but who cares, because it's a fitting tribute to Auckland—and to its orchestra.