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: Glassons by Joy and The Sweet Shop
Why we like it: Perhaps taking a leaf out the surreal, some might say completely nonsensical high-fashion book, Glassons puts a babe on a bull and gets philosophical. After the skinny mannequin issues, embracing bull-riding could be seen as a risk, but it looks good.
Who's it for: Positively Wellington Tourism by Assignment and Capital City Films
Why we like it: Squeezing four days into in 60 seconds is always going to be tough, but this spot shows the city in a good, energetic light and it's shot in a way that seems to match the vibe of the capital.
Who's it for: Spark
Why we like it: Spark is trying to better connect with the youth, especially in Auckland, and create experiences rather than ads. And while it's staying mum on what this tease is all about, basketball is a good fit for those goals and Steven Adams, quite possibly heir to Richie McCaw's throne as the country's most popular athlete, seems to be the right man for the job.