After kicking off its 'Same Power, Different Attitude' campaign with a few friendly dictators, Powershop and DoubleFish then moved into fictional territory with ads featuring Jaws, Daleks, Darth Vader and Frankenstein. A cease and desist letter from LucasFilm moved the campaign back in the direction of well-known humans, such as a free-lovin' Margaret Thatcher. And now the brand has either bravely or foolishly taken things in a much more controversial direction with a new ad that wouldn't be out of place on a St Matthew in the City billboard and features Pope Benedict XVI presiding over a same sex marriage. We predict fire and brimstone Powershop's way cometh. And, if we're lucky, maybe even @pontifex's first Tweet.
Who's it for: Kiwibank by Assignment Group and National Park
Why we like it: Taking a whimsical, musical approach to promote a fairly serious subject certainly worked for Dumb Ways to Die. And while the song's not quite as catchy as the one penned for Metro Trains, it's similarly well-crafted and would have to take the prize for the best bread-based advertising we've ever seen.
Who's it for: Tui by Saatchi & Saatchi and 8com
Why we like it: Tui has been on a bit of a roll recently, with a big viral hit for its Beer Plumber stunt and the hugely successful Catch a Million campaign. And it's keeping the Beer Plumber alive with a simple spot that shows how such a system would inspire positive neighbourly relations.