Bruno’s comment: “Well crafted frames in a restrained and refined framework. Sticking within the Audi parameters this piece is well crafted. Good palette choice, good performances and a great choice of soundtrack, even though I felt like I was about to get rick-rolled.

The direction keeps things understated, letting the idea breathe without overplaying it. Each scenario is landed with just enough weight before moving on, and the pacing keeps it light on its feet. The moment the phone rings and he takes the call without missing a beat is a small directorial win that earns a smile.

It’s a simple premise executed with confidence and a quiet sense of humour. Sometimes that’s exactly enough.”

Alex’s comment: ‘Craft Mention goes to Kyle Lewis in the Direction category for Dorito’s “Speak Up”. I love the casting in this. Kyle has amassed a great collection of archetypes and wrapped them up nicely in a variety of knitted items to give this piece flavour. Every time I watch it, I find myself looking at a different family member. The Art Direction has a charming quirk to it with a nice nod to the Dorito’s shape, and I like that the product plays a role throughout the story.’

Nkgabiseng’s comment: ‘The performances were genuine, making the concept of ‘space’ feel more personal and inviting. It was beautifully executed in a way that made each scene feel familiar and welcoming. This ad effortlessly captures the essence of home. I think this deserves a Craft Mention for direction.’

Ernest’s comment: ‘Private Property’s latest commercial takes the familiar vignette approach and gives it a fresh, unexpected edge. While vignettes can often feel predictable, this film stands out by deeply connecting with the universal desire for personal space—a place where growth, dreams, and self-discovery unfold. This ad proves that even well-worn formats can feel new again when done with intention and care, making it a memorable piece in the current landscape of advertising.’

Marcus’ comment: ‘This piece had me chuckling. The cast (bear included) was perfect. The director’s comedic timing was great. The art direction and location superb.’

Adam’s comment: ‘This film is quite literally an assault on the senses, but in all the right ways. At times I didn’t know whether I was dreaming, hallucinating or watching a music video. Kyle takes us on a journey into the spiritual underworld completely in harmony with the music. I know as a judge we try to not get swayed by other crafts like music production and art direction, but when all these elements come together as they do here it creates art and for many moments in this piece, I completely lost touch with reality, which is what art should do.’

Lebogang’s comment: “Man this is a beautifully crafted and impactful piece of work from Zwele. The performances are understated and immediately draw you in. The piece is cinematic and evocative while still feeling real.”

Stephanie’s comment: “There’s a sensitivity and a subtlety to the performances that really lets the characters live and breathe. Thanks for the feelings Zwelethu.”

Grant’s comment: “This could not have been an easy feat by any stretch of the imagination. The edit and grade topped of what is clearly a well worked piece of VFX meets live-action. Love it.”

Tseliso’s comment: “I watched this three times in a row and still couldn’t understand it. I enjoyed the challenge though. It’s kind of like a symbolism easter egg hunt, exploring the different ways in which the world as we know it has gone upside down and sideways. The film is completely crazy but it also makes intuitive sense. The new normal after all, is nothing but. Maybe Robin should share the storyboard with us.”

Greg’s comment: “Two testimonial commercials that are worth a special mention, come at a time where the strength of community, hope and opportunity are giving the people of South Africa the strength to weather this storm. Justice Mukheli’s ‘Sakhumzi’ and Robin Adam’s ‘Rhiza Babuyile’ are very different in execution, but are both moving testaments to the power of strength and support in a time of need.”

Jake’s comment: “I really liked the off-camera reading of the subject’s letter: It had a noticeable effect on the character and really brought out a great piece of performance. It also really drew me in and made me want to watch further.” 

Judge’s Comment: “A close contender for Best in Craft as all aspects were of such a high standard. It loses its way a bit in the middle, a trap we perhaps fall into when duration is not an issue and we become a tad indulgent. However, the performance, cinematography and edit work hand in hand to deliver on this emotional story. The music is handled well around the narration and while perhaps a little expected, still lends well to the mood. Congratulations to all on the hard work apparent in this piece.”

Judge’s Comment: “I like how it feels so authentically Pan African, gritty and multi-textured from great casting, as well as rich locally nuanced scenes. Leaving you with memorable beautiful people, spaces and notably street-level football action. All this complimented by the fast-paced camerawork and energetic edit with quick cuts bringing the exciting dynamic 5 a side sports format to life.”

Judges Comment: “If I had to be analytical about why I think this ad is well directed, it’s because all of the reactions to the lead character need to work when you think it’s Riky and then still again after when you know it’s not. I watched it again. They do. And if I had to not be analytical, then I just think it’s funny, which is enough for me. So I shall mention it, in a special way.”

Judges Comment: “I love the choreography and casting. The projected titles are also beautifully considered. Visually great.”

Judges Comment: “Solid, well-crafted storytelling. There isn’t a false note struck in any of the performances. I love the way that this isn’t a game – it’s a serious transaction between two human beings in a world where the child has set the terms. There’s no obvious smile and wink to the audience.”

Judges Comment: “This month’s winner holistically held my attention even though it was long. Idea, acting, storytelling at its best. Craft is everything, it’s not just one thing. This spot had all the pieces together… The ability to move a person and be so pure to your craft is what this piece is about.”

Judges Comment: “This is definitely a great piece of storytelling, and that goes without saying, as this is a soapie – an online soapie. The drama, the suspense and the plot twists will have you glued to your screen at every turn letting you forget that it’s actually a piece of branded content.”

Judges Comment: “Wow, a song and a music video that have been made for a brand but don’t seem like they’ve been made by a brand! Great job. Lebo and Egg have masterfully crafted some real kick-ass Wakanda-like imagery. Also, love the constant icefall that ties every shot together in a dreamy, chilly, afrofuture fantasy wonderland.”

Judges Comment: “There is always a challenge to doing a great piece. There is an even greater challenge to making the piece that follows. Sunu has been able to summon his own superpowers for this month’s craft ‘Best of Reel’ and given us yet another visual spectacular for Absolut : One Source. This 4-minute-plus promo is full of styling, attention to detail and new visuals that keep you entertained. I felt that while the visual effects were slightly overused, and more in-camera trickery would have helped the scenes sit seamlessly into the beautifully styled and art directed world that is created for us, they can be forgiven in light of the theme. A piece that all involved can be proud of.”

Judges Comment: “Sunu really broke the “poor Africa” stereotype with his Gold Cannes winning Absolute Africa music video for Khuli Chana. The way he’s defined the texture of Neo-African Pop Culture is really dope. I like to call it polish grit. A well-written piece wonderfully directed with scenes that stay embedded in your mind long after you’ve seen the commercial.“

Judges Comment: “When you have a really simple script, the temptation is always to embellish it with some kind of interesting technique or layers of fancy things. I respect the restraint of this spot. It’s simple and understated but expertly crafted. The lead is comfortable in his role and the edit works well with the music to punctuate the spot (0:12 etc). Loved the grade too. All in all there is an authenticity and a feeling of effortlessness to this ad and I think that’s true to the brand it advertises. Nice one, Sunu.”

Judges Comment: “Hats off to Sunu for a genuinely engaging piece of filmmaking. The images are beautiful and thoughtfully sequenced, complimenting the script and the idea without overpowering it. The editing is dynamic and smartly paced. Kudos as well for the considerable achievement of avoiding African cliches, not only in the pictures but in the sound design as well. It made our continent feel as sexy and exciting as we Africans know it to be.”

Judges Comment: “The montage ad is hard to do and do well because for a viewer, it always feels like you’re standing and watching everything like a window display. But Dani Hynes manages to break that display window and make you feel something. Great, natural performances, lovely break in the scenes with real sound design. Never overdone and always honest.”