They

Steph’s comment: ‘We’ve had a few Hollywood-inspired epics in the last couple of years but I have to commend the scale of this piece and the amount of detail and work that went into it. I can imagine that you guys were definitely ‘not bored’ for several months. Well done.’

Steph’s comment: ‘For a piece shot on a shoestring, and let’s be honest, in this pandemic those are becoming the norm, I really enjoyed this piece. It’s a charming story of an Argentinian Expat who stores his skiing equipment in the hopes that it will one day snow in Joburg. Story aside, I found the performances really charming and believable. And if they are really non-actors, then even more reason for Wandile to get a special mention for Direction. The temptation often is to over complicate things with loads of cuts and editing techniques, but this piece didn’t try too hard. It’s just an entertaining, understated piece that allowed the story to shine. Nice one, They and Wandile.’

Greg’s comment: “What I really liked about Alan’s treatment of this story was the level of intrigue he was able to create by holding back on information. That opening shot hooked me and with a wonderfully balanced use of considered visual storytelling and soaring soundtrack he kept me intrigued right until the pay off line. From the cinematography to the smart visual effects, it’s the type of direction that employs many elements to bring the storytelling to the fore. He did an excellent job of focusing on the character’s journey and by so doing, took me on an emotive one.”

PJ’s comment: “There was a lot of really emotional work entered this time round so this spot for Wimpy by Mel Ismail was like a breath of fresh air. I actually hadn’t seen the spot before this and the joke reveal made me laugh out loud, so much so that I watched it over and over again. The performances from mom and dad are fantastic, but Mel has done some incredible work in the way she directed the little girl, her facial expressions and the little nuances that Mel coaxed out of her are simply sublime.”

Judges Comment: “It’s another case of the battle of the chicken burgers. This month Chicken Licken’s epic Legend of Big John pips Nandos’ ‘You people’ to the post. Big John is jam-packed with fun moments and hidden references making it rewarding to watch more than once (especially for us ad people). It’s always great when a piece of work feels like it was produced with lots of love.”

Judges Comment: “This is a charming piece, beautifully shot and quite different from the car advertising we’re used to, which is usually about a list of features with little to no attention paid to the story. So well done to they Films and Alan Irvin.”

Judges Comment: “Pretty much a 1,5 hour movie made into a 1,5 minute ad – it’s got the whole plot.
We watch as Ian falls from grace as his power-high becomes too much for his office. The casting is good – from Ian (SA’s answer to Zach Galifianakis) to the extras. The music is full of drama. And the acting, although a little overdone and a bit forced in parts (but I guess that was the point), hits the right note. A littttle obvious, but still a good mini movie reminding us to watch the real thing.”

Judges Comment: “For mastery in directing, Chicken Licken is my pick for Best of Reel. It’s such an ambitious script, which in the wrong hands, could have easily been an epic disaster. But the director handled the challenge with finesse and great production values. It’s shot beautifully, yet feels real with just the right level of subtle humour and flawless performances. Hats off to Alan Irvin, the team and a brave client. The trip to Iceland was well worth it.”

Judges Comment: “A lovely  little story that manages to feature cute kids and ice-cream without being sickly sweet. It’s a real art in this kind of storytelling to keep on the right side of the cheese line, and this spot pulls it off.d it advertises. Nice one, Sunu.”

Judges Comment: “Those who know me know that I have a soft spot for work that makes a meaningful difference. The Open Eyes piece for Ster Kinekor is not just noble in its intent but it is also magnificently executed by Dave Meinert from They. An idea that gives vision to a young man – now what can beat that?”

Judges Comment: “OK, So it’s a tearjerker with a cute dog in it. The cynic in me says it’s playing to the crowd. But the softie in me says then I must be in that crowd because tears were jerked a little – and it surprised me by not quite going the route I thought it would. Head says too easy, heart says fuck you head, it got to me – and isn’t that what good filmmaking is supposed to do?”