Craft is not a word that gets used a lot these days. It was decided by someone somewhere that words like data, funnels and conversion should be used instead. They count for more points and make more money apparently. So it was quite a pleasure to judge something this month purely for the craft of it. However, just a word of caution for the analysts – no social media listening tools were used to measure effectiveness or sentiment. The results cannot be analysed, measured or quantified at all. It was purely formed by my own personal ‘watching tools’ used on this particular Tuesday afternoon. Nothing fancy. Nothing expensive. And please, if anyone sees anything here they absolutely love and I didn’t mention it, please phone the director/editor/sound engineer/musician and say well done to him/her. Because a real-life well done from a real person is the best kind of ROI anyone in this game can ever receive.
BEST OF REEL: Sanlam ‘100 Years’ by Ian Gabriel from Giant Films – Direction Craft
In order to select my favourite spot, I also asked myself which commercial had the biggest executional risk attached to it. Like…which one had the biggest potential for failure if it wasn’t for the director? And I have to say its hands down the Sanlam spot. Getting a 9 year old girl to carry an entire brand message and to deliver it with such confidence, humility and a touch of innocence deserves a bloody well done. Nice one. The cinematography is also exquisite.
SPECIAL MENTION: Coronation ‘Trust Everyday’ by Gordon Midgely & David Oosthuizen from Deliverance Post – Online & Editing Craft
Special Mention goes to Coronation for the craft in telling a story that unfolds over time. Always hard to get right.
SPECIAL MENTION: Puma ‘Outperform’ by Paul Ward from 0307 – Direction Craft
A Special Mention also goes to Paul Ward’s Puma spot for making me feel guilty for not running like a real gangster.