Best ads of 2018: Fiat and Amazon lead in October but Wieden+Kennedy pulls off a major win for Ford

It’s interesting that at a time when creative agencies are fighting for their very existence against the data hordes, October saw a rich crop of ads – all of them, in some way, demonstrating the presence of that rare element: an idea.

Here’s the UK’s Krow for Fiat, with a classic old-style comedy drama showing that life doesn’t finish at 30: a 9.5.

Another 9.5 from Lucky Generals shows how Amazon helps to build small companies’ business as well as its own.

BETC Paris gets inside the head of a creator for Canal+.

Wieden+Kennedy UK says Three’s “phones are good,” and would have proved jolly useful on the Titanic or for peckish cave dwellers.

Droga5 shows what proper news reporting really entails at the New York Times – with a side swipe at Trump.

BBDO Paris provides a story with a twist for a new Ubisoft game – not just filmic pyrotechnics.

But perhaps the biggest achievement of the lot is W+K New York’s eagerly-awaited debut for Ford. WPP’s GTB has been toiling away for years on the boring old blue oval, W+K makes Ford relevant again in one bold creative swoop.

Job done you might say, if only more clients and, just as pertinently, holding company managements recognised it.

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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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