Clockwise: Riff Raff;


Burberry Festive Ikea The


Tortoise and the Hare Pulse Films;


Macmillan Whatever It Takes Iconoclast;


Alexander McQueen First Light Academy;


Tesco No Naughty List Somesuch; Three Real 5G Academy


is Riff Raff’s Megaforce-directed Festive Christmas spot for Burberry, a feast of stunning choreography, cinematography and ice cold vfx. “The energy, polish and contemporary brand values fly off the screen like giant hailstones,” says one of the ad’s admirers. Others say it was “a joy to watch everytime, dazzling” and “simple, effective and memorable” and “ambitious and different, when the temptation from all clients was to be safe and not put your head above the parapet.” In second place is Iconoclast director Jonathan Alric’s incredibly moving Whatever it Takes for


F


ar and away the winner in this year’s poll of commercials producers’ favourite ads


Macmillan, described as “raw, heartfelt, honest, beautifully observed and powerfully restrained.” “It’s a project everyone wishes they had made,” says another voter while others point to the “sheer power of a genuine story at such a poignant time.” Three ads make third place in our poll of producers’ favourite ads - Ian Pons Jewell’s Real 5G for Three, directed through Academy and described as “a feast for the eyes. Bold, brave and epic in scale and ambition.” Also in third is Pretty Bird director Melina Matsoukas’ Xmas spot for Amazon, The Show Must Go On that “hit the perfect tone and balance of message at a difficult time.” In third too is the “perfect execution” of Just Eat’s Snoop by Riff Raff’s Francois Rousselet.


BEST COMMERCIALS TOP 10


As part of the Commercials 30, ad producers also get to vote for their favourite directors, ads, agencies, post houses, editors and colourists. Here are the results


Spring 2021 C07


01 02 03= 03= 03= 06= 06= 08 09=


Burberry Festive Riff Raff Macmillan Whatever It Takes Iconoclast Three Real 5G Academy Amazon The Show Must Go On Pretty Bird Just Eat Snoop Riff Raff Ikea The Tortoise and the Hare Pulse Films Ikea Silence the Critics MJZ Bodyform Wombstories Chelsea Pictures Nike You Can’t Stop Us Pulse Films; Plenty XMess Somesuch; John Lewis Give a Little Love Pulse Films; Alexander McQueen First Light Academy; Amazon Before Alexa Somesuch; Coca Cola Open Somesuch; Moneysupermarket Money Calm Bull Blink; Tesco No Naughty List Somesuch


Commercials 30


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