1. Audi ‘Clowns’
Audi’s ‘Clowns’ has the ingredients of an advertising classic: a clear idea brought to life with brilliant craft. The spot shows circus stars wreaking havoc on roads until Audi’s tech saves the day. But there is nothing clownish about the execution, which continues the brand’s creative legacy and elevates the film above other car advertising.
Agency: Bartle Bogle Hegarty
Creatives: Mikael Alcock, Doug Fridlund
Director: Ringan Ledwidge
Production company: Rattling Stick
2. Absolut ‘Equal love’
Absolut celebrates love in all its forms in this choreographed kissathon that starts beside a pool table and ends underwater. Coinciding with Pride in London, the provocative film uses a kiss as a metaphor for acceptance broader than LGBT inclusion – a timely message in this political climate.
Agency: Bartle Bogle Hegarty
Creatives: Lambros Charalambous, Felipe Guimaraes
Director: Aoife McArdle
Production company: Somesuch
3. H&M ‘H&M womenswear fall fashion 2017’
H&M knows how to blur advertising and entertainment, as evident in this romp starring Naomi Campbell and her karaoke squad. With a tune by Wham!, a stylish cast and the bright backdrop of Tokyo, the film is a defiant answer to anyone who says advertisers have forgotten how to have fun. Mic drop – brilliant.
Agency: Adam & Eve/DDB
Creatives: Selma Ahmed, Genevieve De Rohan Willner
Director: Karim Huu Do
Production company: Caviar
4. Bodyform/Libresse ‘Blood normal’
The first UK ad to depict menstrual blood could have waded into gimmickry, yet Bodyform and Libresse delivered a beautiful film to summon a world free of taboo. Scenes such as a woman interrupting a dinner party to ask her friend for a pad anchor the campaign’s empowering message: periods are normal, so showing them should be too.
Agency: Abbott Mead Vickers BBDO
Creatives: Nicholas Hulley, Nadja Lossgott
Director: Daniel Wolfe
Production company: Somesuch
5. Sport England ‘This girl can: phenomenal women’
After the success of the first "This girl can" spot, Sport England faced the "difficult second album" problem. But if anything, the sequel strikes a deeper chord, with a focus on female unity and a stirring soundtrack of Maya Angelou’s poem Phenomenal Woman. This year’s inspiring stars included a 69-year-old swimmer, a mother in labour, and a runner with a prosthetic leg.
Agency: FCB Inferno
Creatives: Ben Edwards, Sarah Lefkowith, Martin McAllister
Director: Kim Gehrig
Production company: Somesuch
6. Channel 4 ‘2017 giant idents’
Following abstract idents directed by Jonathan Glazer in 2015, the new ones imbue the broadcaster’s brand with warmth. Shot by Dougal Wilson, they show a giant built from the Channel 4 logo blocks and follow the lovable character around the UK as it befriends neighbours and causes mischief in true Channel 4 style.
Agency: 4Creative
Creatives: John Allison, Chris Bovill, Dan Watts, Dougal Wilson
Director: Dougal Wilson
Production company: Blink Productions
7. Moneysupermarket.com ‘Dirty dancing’
How do you top a twerking businessman in hotpants? Mix ’80s nostalgia with an iconic soundtrack and you have something that rivals Moneysupermarket.com’s former hits. The sight of Skeletor and He-Man recreating a scene from classic film Dirty Dancing made for one of the most entertaining ads of the year.
Agency: Mother
Creative: Mother
Directors: The Bobbsey Twins from Homicide
Production company: Blink Productions
8. Carlsberg ‘The Danish way’
Carlsberg paid tribute to its Danish roots with this playful film starring Mads Mikkelsen, which proved popular enough to expand to markets beyond the UK. Mikkelsen shares the secrets to the country’s happiness on a surreal bike ride while keeping the tongue-in-cheek tone typical of the brand’s advertising heritage.
Agency: Fold7
Creatives: Lucy Aston, Ben Ducker
Director: Martin Krejci
Production company: Stink Films
9. Secret Escapes ‘Incarcerated’
Superb writing, performances and pacing delivered a comedic punch for luxury travel site Secret Escapes. Adding a dose of twisted humour to the typical sunny landscapes made this a cut above other summer holiday advertising.
Agency: Droga5 London
Creatives: Ed Redgrave, Dave Wigglesworth
Director: Tim Godsall
Production company: Anonymous Content X Somesuch
10. BT Sport ‘Being Dele’
This action-packed spot sees Tottenham midfielder Dele Alli swap places with stars from other sports including rugby, basketball and boxing. Full of charisma and comic relief, this was a creative way to illustrate the channel’s wider offering beyond football.
Agency: Abbott Mead Vickers BBDO
Creatives: Diego de Oliveira, Caio Giannella
Director: Pedro Martin-Calero
Production company: Colonel Blimp
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