Best ads of 2016: Wieden+Kennedy leads in March with TK Maxx debut

Wieden+Kennedy London produced our top scoring ad in March (8.5) with this pleasingly wacky debut for TK Maxx, which cleverly points out the range of products the retailer sells. A proper campaign from an agency recovering its best form.

Other goodies came in a rush at the end of the month. BETC Paris produced a minor miracle, ‘The Flood,’ for McDonald’s.

Stack offered an excellent online campaign for Nivea Men, referencing Dostoyevsky no less. And it isn’t Chinese.

We’re harder on ’cause’ campaigns than ones selling stuff because the audience, presumably, starts on your side. And they dominate awards to a ridiculous degree. But earlier in the month we had an outstanding (and quite controversial, it’s set in a prison) effort from MullenLowe London, ‘Free the Kids,’ for Unilever.

And finally another one that’s ruffled a few feathers (easily done in the charity world) from Saatchi & Saatchi New York for World Down Syndrome Day, starring Olivia Wilde.

A very decent haul. Will any of them engage awards juries? The more one hears about the machinations of such entities it’s a miracle of sorts that anything good gets through. But that’s another story.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.