Best ads of 2018: Maltesers, Octopus Watches and Stop Ivory lead in April

With holding company upheavals and all the rest of it April was the month in adland when everybody rather forgot about ads.

Cannes is on the horizon of course – with all those Publicis Groupe agencies going to their clients and production company pals saying “please enter ours” – and we’ll be asking various luminaries for their Top Tips. Could be slim pickings year but it always seems to seem like that.

Awards have a life of their own of course. I note that McCann’s ‘Fearless Girl’ for State Street won a black pencil at D&AD earlier this month. It seems to have been winning such awards for years, the gift that keeps on giving.

Anyway, here are three from April that caught the eye.

Emma Hall liked this one for Maltesers from AMV BBDO, part of a diverting reality campaign.

French agency HumanSeven showed that bravura film-making can still do the business for the right product in the right circumstances with this for Octopus Watches.

JWT London showed there’s another way of drawing attention to embattled elephants than showing an expiring beast with this blood auction for Stop Ivory.

Good efforts all in their different ways. Still hasn’t been a 2018 blockbuster though. Maybe they’re going the same way as elephants.

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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.

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