Best ads of 2016
Libresse – Blood
I love the provocative nature of the idea. The expression in film is really striking and disruptive. Whilst other advertisers may go out of their way to avoid showing blood with graphics or metaphor this takes real life head on, breaks down a taboo and empowers.
Channel 4 Paralympics 2016
To create something that stands as tall, if not taller, than the incredible original is a triumph. But what I love about the latest film is that as successful and as breakthrough as Superhumans was, there was still a sense that it was about athletes. The latest iteration feels more about reframing ability not athleticism. And it’s all delivered in one of the most joyous and celebratory films for a long while.
The Tate – Francis Bacon
This demonstrates the power of great writing – the ad is as emotionally charged as one of Francis Bacon’s paintings. The idea of using copy to uncover the drama behind the art is really engaging and by ditching the standard image of the paintings tells me a lot about the bravery of the Tate as a curator.
Jules Chalkley (below) is CCO of BMB.