High Five: Doomsayers, There’s Still Hope

Before I even got into advertising, I was bored of people wanging on about how much better it used to be in their day. Yes, we know – budgets were juicier, clients braver, and AI conversations reserved solely for films like ‘Terminator 2’. But since joining the industry in 2017, I’ve seen countless amazing, envy-inducing pieces of work. So, to prove to LinkedIn doomsayers there’s still some hope, I’m only celebrating my favourite pieces from the time I’ve been fortunate enough to work in this brilliantly bonkers industry. Enjoy.

Nike - Nothing Beats a Londoner

Nike. It had to be. So many great campaigns have come before, but this one is a personal favourite. I’d only been living in London for around a year when this came out, and it still managed to encapsulate everything I knew and loved about the city. It was one of those pieces of work that instantly became a reference point for everyone. Probably too much so.

There were countless rip-offs trying to emulate its brilliance – none succeeded.

Macmillan - Whatever It Takes

Just a beautiful piece of film. The music. The casting. The unexpected moments of levity in a film essentially about death. Although saying all that, I can’t imagine the script really jumped off the page. It’s a great line, but there’s no real narrative structure to the film. Which is why it’s such a true testament to the importance of craft. How it can move you. How it can create a film that feels strangely uplifting but equally devastating at the same time. It’s incredible.

Pharrell Williams - Cash In Cash Out

Quite possibly one of the coolest music videos of all time. Despite being inspired by a 19th-century zoetrope used to create the illusion of animation, the film felt unbelievably fresh. I love that they didn’t just stop there though. Sure, they had an interesting idea, but it’s clear they kept pushing the craft. The edit, the camera movement, the choreography. It all works together so seamlessly. I was instantly jealous when I first saw it, and still am today.

Skittles - Broadway the Rainbow

Ah, I love this campaign. Firstly, yes, it’s a very smart way to get people talking about your brand during one of the hardest times to get noticed, the Super Bowl. But mostly, I love how meta the whole thing is. Creating an advertising campaign about how manipulative advertising is and then charging people to see it is just so brilliant. And now for the rest of time, anyone trying to pull off a Broadway idea will always be compared to that Skittles campaign.

Mentos - Fizzooka

It’s always rewarding watching brilliant new work come out into the world. It’s even better when you’re watching it come to life in front of you. For months, I sat at the same desk as the Mentos creative directors: Phil & Stu. For months, I observed the highs and lows of the entire team pushing to convert a great thought into truly great work. It may sound easy, but it’s one of the hardest things to pull off in this industry. And I’m so glad they managed to do it.