Top 15 Beer Commercials (selected from the past 15 years of the One Show)

These spots represent the best of the best, chosen from a list of 32 Pencil and Merit winners. Enjoy.

1 – Carlton Draught/BIG AD

2006 ONE SHOW GOLD PENCIL

Agency
George Patterson Y&R / Melbourne

Art Director
Grant Rutherford

Creative Director
James McGrath

Director
Paul Middleditch

Production Company
Plaza Films , Peter Masterton

Writer
Ant Keogh

2 – Budweiser/WASSUP

2000 ONE SHOW GOLD PENCIL

Agency
DDB/Chicago

3 – Guinness/NOITULOVE

2007 ONE SHOW SILVER PENCIL

Agency
AMV BBDO/London

Art Director
Matt Doman

Creative Director
Paul Brazier

Director
Daniel Kleinman

Writer
Ian Heartfiel

4 – Lion Nathan/PURE WATERS

2010 ONE SHOW GOLD PENCIL

Agency
Publicis Mojo

Art Director
Steve Wakelam

Creative Director
Micah Walker

Director
Steve Rogers

Production Company
Revolver

Writer
Grant McAloon

5 – Guinness/SURFERS

2000 ONE SHOW GOLD PENCIL

Agency
AMV BBDO/London

Director
Jonathan Glazer

6 – Dos Equis/Rollerblading

2009 ONE SHOW BRONZE PENCIL

Agency
Euro RSCG / New York

Art Director
Karl Lieberman

Art Director
Simon Nickson

Creative Director
Alicia Johnson

Creative Director
Hal Wolverton

Director
Steve Miller

Production Company
Radical Media

Writer
Brandon Henderson

Writer
Laura Fegley

7 – Bud Light/DUDE

2008 ONE SHOW MERIT AWARD

Agency
DDB / Chicago

Art Director
Kenny/Clay Herzog/Weiner

Creative Director
Paul Tilley, Chuck Rachford, Chris Roe, Mark Gross

Writer
Kenny/ Clay Herzog/Weiner

8 – Dos Equis/JAI ALAI

2010 ONE SHOW MERIT AWARD

Agency
Euro RSCG / New York

Art Director
Dave Arnold

Creative Director
Conway Williamson, David Weinstockr

Director
Steve Miller

Production Company
Radical Media

9 – Bud Light/MR.REALLY REALY BAD DANCER

2004 ONE SHOW MERIT AWARD

Agency
DDB/Chicago

Creative Director
John Immesoete, Mark Gross, Bill Cimino, Bob Winter, Chris Roe

Director
John Immesoete, Greg Popp, Noam Murro

Production Company
Partizan, Biscuit

Writer
John Immesoete

10 – Tiger Beer/TASTE IN THIS LIFE

2007 ONE SHOW MERIT AWARD

Agency
Saatchi & Saatchi NZ / Auckland

Art Director
Andy DiLallo, Jay Benjamin, Cameron Harris

Creative Director
Toby Talbot, Mike O’Sullivan

Director
Jesse Warn

Production Company
Film Construction

Writer
Jay Benjamin, Andy DiLallo, Cameron Harris, Tom Hazledine

 11 – Guinness/BRING IT TO LIFE

2010 ONE SHOW MERIT AWARD

Agency
Abbott Mead Vickers BBDO / London

Art Director
Paul Brazier

Creative Director
PAUL BRAZIER

Director
Johnny Green

Production Company
Knucklehead

Writer
Paul Brazier

12 – Miller Brewing Company/MILLER AUDITION CAMPAIGN

2006 ONE SHOW SILVER PENCIL

Agency
Young & Rubicam / Chicago

Art Director
Mark Figliulo, Corey Ciszek

Creative Director
Dave Loew, Jon Wyville, Mark Figliulo

Director
Spike Jonze

Production Company
MJZ

Writer
Ken Erke, Pete Figel

13 – Milwaukee’s Best Light/BREWED FOR A MAN’S TASTE CAMPAIGN

2006 ONE SHOW BRONZE PENCIL

Agency
Mother / New York

Art Director
Rob Baird

Creative Director
Linus Karlsson, Paul Malmstrom

Director
John O’Hagan

Production Company
Rsa Usa

Writer
Ann Lieberman, Dave Clark

14 – Miller Light/SKY DIVER

2006 ONE SHOW MERIT AWARD

Agency
DDB/Chicago

Art Director
Dan Strasser

Creative Director
Mark Gross

Director
Michael Downing

Writer
Joe Sgro

15 – Guinness/A WOMAN NEEDS A MAN LIKE A FISH NEEDS A BYCYCLE 

1997 ONE SHOW MERIT AWARD

Agency
Ogilvy/New York

Art Director
Clive Yaxley

Creative Director
Patrick Collister

Director
Tony Kaye

Writer
Jerry Gallaher


iPhone 5 Parody – A taller change than expected

Much has been made of the bigger screen space on the new iPhone 5—and it’s a product feature that’s been particularly easy to spoof, as we’ve seen a number of print mockups over the past week that make the phone look several feet high.

Now, here’s a pretty well-made video version of the same joke. This hilarious parody video, showing an “iPhone 5″ with a screen that’s 18 percent thinner and 795 percent taller than previous iPhones. Perfect for those home projects around the house, or reading extra long documents on the go. Panorama photos? Done. Cell reception? Never been better. Face Time? Forget about it. Here comes “Body Time.”And the lengthy phone also proves useful in measuring wall space and firing up your LightSaber. One of the best Apple spoofs I’ve seen…


Mercedes-Benz – The Campaign Created By Nature

Mercedes-Benz Trucks has chosen an innovative approach to promoting the clean Euro 6 engine. The entire campaign is literally created by nature. That’s because it is vitally important that we switch to cleaner engines for the sake of nature. And who can convince you to switch better than nature itself. How have animals made the posters? Cut-outs of letters are put on canvas posters and then placed in nature so that rabbits, hedgehogs, boars and other animals can create the advertisements with their pawprints. They do this by leaving behind their muddy pawprints on the canvas posters. So this is how the cut-out letters are gradually filled in. The posters can be seen at car shows and in outdoor advertising together with a link to the making of.

Advertising Agency: N=5, Amsterdam, The Netherlands
Art Director: Ed van Bennekom
Copywriter: Jasper Diks
Producer: Guy van der Hoop
Director: Danny van den Bersselaar
Production Company: Big Shot
Year: 2012


United Colors of Benetton – Unemployee Of The Year

United Colors of Benetton has launched “Unemployee of the Year”, a a contest created for young people all over the world, aiming to award 100 projects proposed and voted by the online community. The project, promoted by the UNHATE Foundation, aims to spread a positive message of hope and celebrate young people’s ingenuity, creativity, and their ability to create new smart ways of addressing the problem of unemployment.

For decades, Benetton, the Italian apparel retailer, has been known for provocative advertising that attracts publicity by stirring up discussion of contentious topics like politics, religion and the treatment of AIDS patients. For almost as long, critics have dismissed the ads as exploitative because they do not offer solutions to the problems or assistance to the causes that could use financial help.

Now, however, Benetton is going to put some money where its mouth is — 500,000 euros, to be exact, or about $650,000. A campaign that begins on Tuesday for the United Colors of Benetton brand, and is devoted to the problem of youth unemployment, includes a contest to find worthwhile projects suggested by unemployed young people, who will receive financing from a Benetton foundation.

Information about the contest, called Unemployee of the Year, will be available at  unhatefoundation.org, the Web site of the Unhate Foundation, which is named after a campaign carrying the theme of “unhate” that Benetton ran last year.

The contest will be open to unemployed people, ages 18 to 30. They are being asked to submit to the Web site ideas for projects — nonprofit or not — that would improve lives in their communities. Visitors who register at the site will vote on their favorite proposals, and the Unhate Foundation will give the people behind 100 winning projects 5,000 euros each, totaling 500,000 euros. The money to be awarded the winners is a small sum compared with the estimated budget for the Unemployee of the Year campaign, which is 20 million euros, or about $26.2 million. But it is a major commitment compared with what Benetton has spent until now on the issues addressed by its ads.

The goal is “a new generation of Benetton, a Benetton 2.0,” Alessandro Benetton, who in April became chairman of the Benetton Group, said in a phone interview last week. The difference now is that when Benetton seeks to “talk about contemporary social issues,” Mr. Benetton said, the campaign “needs to have a practical response to the problems we’re raisingNot by ourselves are we going to change the world,” he added. “But we want to set an example.” Mr. Benetton said he hoped people would be surprised to see the company spending money to promote “values in which we believe. And I hope it’s something many other companies are doing,” he added.

The campaign is being created by Fabrica, the internal Benetton agency, in collaboration with the Amsterdam office of 72andSunny, an agency owned by MDC Partners.

The campaign includes a commercial in which young people in countries around the world are shown trying hard to find jobs. Some take part in a demonstration, holding banners with uplifting messages like “Dignity.”

“That is meant to counter the widespread complaints directed at jobless youth” Mr. Benetton said, “charging them with being “lazy” or being “anarchists,” or that it is somehow “their own fault” they are unemployed.”

There are also print ads in the campaign, which present portrait-style photographs of well-dressed unemployed young men and women. The subjects of the print ads are identified with phrases like “Angel, 29, non-industrial engineer from Spain,” “Valentina, 30, non-lawyer from Italy” and “Eno, 28, non-actor from the U.S.”

Advertising Agency: Fabrica/72andSunny
Year: 2012


Vitro for Asics – STOP AT NEVER Campaign

In April 2011, top sportswear manufacturer ASICS has launched STOP AT NEVER Campaign that demonstrates the amazing capabilities of its footwear. In a series of ads that also feature real athletes, ASICS puts its footwear through every kind of test imaginable. The campaign seeks not only to demonstrate the product’s features in a number of unconventional ways, but also to highlight ASIC’s commitment to innovating better products and supporting athletes everywhere.

ASICS Vice President of Marketing Erik Forsell said, “ASICS is committed to giving athletes the most technologically advanced footwear for exceptional performance. With our ‘Stop at Never’ campaign, we are focused on revealing all of the incredible and awe-inspiring elements of our product.”

The “Stop at Never” website features a series of ten videos highlighting the incredible technology of ASICS footwear. The short reels are a “behind the curtain” look into the product testing the ASICS footwear endured throughout development, while simultaneously capturing the determination and grace of ASICS enthusiasts and athletes. Two of the most captivating videos include the “Jack Hammer Test,” where an ASICS GEL series GEL shoe absorbs the full impact from a construction-grade jackhammer, and “Feet For Hands,” which demonstrates the flexibility of ASICS Omniflex-Pursuit shoes as they serve as gloves for athletic training. The videos also demonstrate the unparalleled strength and determination of ASICS athletes, including sprinter Greg Nixon, world champion wrestler Jordan Burroughs, Olympic thrower Russ Winger, pole vaulter April Steiner-Bennet, Javelin thrower Kara Patterson, and decathlete Jake Arnold, as well as incredible technology of the ASICS GEL series shoes – the GEL-Kayano18, GEL-Neo33, GEL-Excel33, and others.

“Stop at Never” positions ASICS for multidimensional expansion into new athletic categories, with a more digitally focused campaign, built out social media elements, and an exciting round of on-the-ground executions. The “Stop at Never” website is now live, and will be supported through robust marketing efforts including extensive digital advertising on leading athletic and lifestyle sites, as well as promotion at the U.S. Olympic Wrestling Trials, U.S. Track & Field Olympic Trials, and Drake Relays and ASICS’ own growing social media community.

Anima Sana In Corpore Sano, meaning “A Sound Mind in a Sound Body,” is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand still stands. The company was founded more than 60 years ago by Kihachiro Onitsuka and is now a leading designer and manufacturer of running shoes, as well as, other athletic footwear, apparel and accessories.

The project essentially consists of 10 different videos that reside on the Stop at Never site and show how tough Asics sneakers can be. The site is beautifully designed, with a scroll-through functionality that lets you navigate through web videos of the experiments.

1 – Catapult Demo/How can a medieval weapon help us run faster?

2 – Feet for Hands Demo/What happens when an elastic-like shoe meets an iron-like will?

3 – Vertigo Test/Can a shoe help keep you stable even in dizzying conditions?

4 – Breathability Demo/What can we learn by turning a trail shoe into a bubble machine? 

5 – Pasta Test/What’s the connection between drier feet and spaghetti?

6 – Sink or Sprint Test/Can a lightweight shoe help you float on water?

7 – Fountain Test/What happens when you combine 500lbs. of water pressure with an agility course?

8 – Jackhammer Test/What can a jackhammer teach us about running longer?

9 – Levitation Test/What happens when a sprinter decides to test the laws of gravity? 

10 – Inverted Tennis Test/What happens when you combine a crane and a tennis player? 

11 – Black Belt/What can a black belt teach us about running softer?

12 – Slo-Mo Vertical/What’s the connection between a grasshopper, frog and a ferocious volleyball spike?

13 – Limitless Runner/Can freer foot movement help free up your imagination?

14 – Urban Treadmill/What happens when you combine an urban obstacle course with hardcore soccer training?

15 – Lite-Show/What happens when you shed light on some of the best athletes in the world? 

16 – Paint by Stencil/How can 12 gallons of paint and a colossal canvas help us illustrate the benefits of a lighter, faster shoe? 

Advertising Agency: Vitro, San Diego/New York, USA
Creative Chairman: John Vitro
Chief Creative Officers: Jonas Hallberg, Liron Reznik
Creative Director: KT Thayer
Copywriter: Schuyler Vanden Bergh, Simone Nobili
Sr. Art Director: Cris Westrell
Art Directors: Kevin Lukens, Kevin Cimo, Dominic Al-Samarraie
Digital Production: Kokokaka
Video Production: 13 Keys
Year: 2012


Lowe Roche for Pfaff Auto – The First Instant Direct Mail

With a camera, laptop, printer and Porsche, Lowe Roche created the first instant direct mail piece for Pfaff Auto, Toronto.

Usually, when someone sneaks up to a rich guy’s house and drives off with a Porsche, it’s a reason to call the police. This time, it might be a reason to call an auto dealership. In a clever spin on direct mail for Toronto’s Pfaff Automotive, Canadian agency Lowe Roche photographed one of the dealership’s Porsches in the driveways of affluent homes, then used each image to create an ad left at the home where it was shot. The headline: “It’s closer than you think.” The result, according to the agency’s case study video below, was a 32 percent response rate to a site where recipients could schedule a test drive. Direct mail is typically about hitting as many people as possible for as low a cost as possible, but this creative idea shows that for luxury brands, a smaller effort can sometimes go a long way.

Advertising Agency: Lowe Roche, Toronto, Canada
Creative Directors: Dave Douglass, Pete Breton
Art Director: JP Gravina
Copywriter: Simon Craig
Video Production: Motion Pantry
Director / Cameraman / Editor: Dean Vargas
Year: 2012


IKEA – The Home Showroom

“In the Home Showroom Campaign, IKEA joined forces with ordinary people selling their homes. We used their private real-estate ads to launch IKEA’s new sofa TIDAFORS. In return, the sellers got plenty of IKEA’s advertising space for free. A huge success for both parts..”

SMFB — a sister agency of Forsman & Bodenfors in Norway — promoted a new line of IKEA sofas by placing them where they ought to be: inside homes. The agency partnered with people listing their homes for sale or rent to put the sofa in real estate ads and home showrooms across the country. The sofa made its appearance in pictures, on maps showing home layouts and the homes, in turn, appeared in IKEA ads for the sofa itself. Win-win.


Advertising Agency: SMFB
Art Director: Hans Magne Ekre
Copywriter: Alexander Gjersoe
Designer: Nicklas Hellborg
Web Designer: Suzie Webb
Year: 2011