Erin Allsman, president, Brownstein
Kia’s “Binky Dad” by David & Goliath struck a chord with me because of the universal truth of the insight and the nuance of the execution. Every parent can identify with that moment: Panic sets in and all potential enjoyment of the vacation sits in the balance. It can feel like the world stops and all eyes are on you until you soothe that child, which they played into with the social media and news integrations.
Beyond the fun story, the product looks and performs beautifully, and they did a terrific job of casting and location relative to Kia’s ambitions of elevating their SUV and crossover lines as an affordable luxury for young families. Plus, the nod to Rocky was an added bonus for this Philly girl.
Hilton Hotels | ‘The Ad You Stay In’ by TBWA\Chiat\Day NY
Katie Keating, founding partner, co-CCO, Fancy LLC
For me, it’s the writing. I cracked up. Plus, in a world where all we want to do is click Skip Ad, giving people a reason to stick around for 10 minutes (and entertaining them while they do it) is everything.
Ikea | ‘Life Is Not an Ikea Catalogue’ by Try Oslo
David Stevenson, founder and CEO, Two by Four
Self-effacing humor is great because it helps an audience empathize in a “we’ve all been there” kind of way. Good comedians do it all the time, but you almost never see it from brands. But when a brand gets real and reflects how their products truly show up in our lives, it can be quite impactful. This Ikea work is all that and a bucket of puke—literally. Selling your furniture by showing a mom lying on it while puking out whatever sick she has, all while still having to watch her sweet little girl—well, it does not get more relatable than that. I really wish I had written these spots.
