Bestads Six of the Best Reviewed by Guy Bradbury, creative partner, M&C Saatchi, London

Each week Bestads picks the very best advertising in the world, in every medium – which is reviewed by a top creative director or team to select their own personal favourites.

This week’s guest judge is Guy Bradbury, creative partner at M&C Saatchi, London.

Is it distinctive? Will people give a s**t? Does it make me slightly nervous? These are the things we look for in ideas. And there are some great examples of those things here.

BEST TV
Winner: Burger King ‘We Give up‘ by BBH London. Spoiler alert: This brilliant and distinctive campaign for Burger King highlights just how much effort they have put into promoting the Whopper over the years, to actually sell the Chicken Royale. Breaks all the category codes, but creates new memory structures in the process. Maybe the next time you’re on autopilot, you’ll order the Royale instead. READ ON…