Boardroom for Science World
Rethink Communications (right)
“This TV message works on many levels, yet is so simple! We're glued from the first lip-lock. It makes an emotional connection while driving home a single-minded message. Make-outs, especially those with co-workers of the same gender, are a wonderfully provocative way to alert Canadians of some startling facts. I just hope people aren't missing out on the fun at Science World because they're at home sick this season due to a good handshake session.”
Doug Robinson,
chief creative officer,
Doug Agency
“Okay, I admit Science World probably isn't the most complex or demanding client in the country. It's also not the biggest or most innovative media buy. But if great advertising is defined as work that's relevant, unexpected and memorable, then this campaign is a lesson in the science of advertising.”
Simon Creet, creative director,
Saatchi and Saatchi
Stupid.ca anti-smoking campaign for the government of Ontario
Bensimon Byrne
“There can be no tougher client in Canada than the government, and somehow, Bensimon Byrne got them to buy an anti-smoking campaign that stood out, as a friend of mine says, like a dog's balls. Simple, smart, and black-as-night funny, stupid.ca actually restored my faith in government.”
Angus Tucker,
creative director,
john st.
Canadian Short Film Festival
campaign
Taxi Advertising and Design
“Short and sweet.”
Chris Staples,
creative director,
Rethink Communications
Trimline for 3M Security Glass
Rethink Communications
“They took a transit shelter in the middle of the city and piled up loads of money behind 3M Security Glass. In one location this ad created so much attention for all the right reasons. Imagine; your product benefit presented in a simple, provocative, powerful and persuasive way. You can't ask for more.”
Benjamin Vendramin,
creative director,
Goodgoll Vendramin
Telus campaign
Taxi Advertising & Design
“From the same agency that created my favourite came my least favourite: Telus bunnies. Yes, Canadians love it, the campaign has won a gold Cassie for effectiveness and the tagline is great (the future is friendly). But it's still just an animal with a phone. For the zillionth time. This account is on auto pilot. The “agency of the year” can do better and I'd love to see this client let them prove it.”
Nancy Vonk,
creative director,
Ogilvy & Mather
Hockey Greats for Steelback Beer
Walsh & Associates Advertising
“Wow. What a howler. Let's call a spade a spade. If we want to empower people to use their remote, this is a great place to start. Every time I see it I'm left speechless. Ex-NHL greats sitting around a locker room talking about beer. I can buy that. But [Steelback CEO] Frank D'Angelo sitting around with them. That's more than a bit of a stretch. You need help.”
Doug Robinson,
chief creative officer,
Doug Agency
Bloody Zit for Bloody Zig Froster
(Mac's Convenience Stores)
Bos.
“Many of us will not forget the girl who licked the bloody zit. The commercial might even have sold some product but at what cost? As purveyors of pop culture must we appeal to the lowest common denominator to get attention? Do we care? There are plenty of ideas that could have sold product without leaving a bad taste in your mouth.”
Benjamin Vendramin,
creative director,
Goodgoll Vendramin
Bud Light campaign
Downtown Partners
“Following the Bud Light Institute's five-year run of brilliance, “Smooth All the Way” has to be the biggest fall from grace since Hugh Grant decided to take a drive down Hollywood Boulevard. This advertising looks like it was not only approved by a focus group, but written by one. Smooth? More like skunky.”
Angus Tucker,
creative director,
john st.
© The Globe and Mail
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