Lebogang’s comment: “Good adverts are a great human insight that sustains throughout the creative process, and isn’t lost when we come to the filmmaking part of the process. I love a good advert, and by good advert I mean, a piece of communication that delivers on its promise, solving a business problem with a creative solution. Waiting for luggage is a gamble and when you get it first, you feel like you have won. It’s a brilliant insight that is expertly executed. Again, every second of advertising we see on TV is a betting advert and we all have betting advert fatigue but this advert is a touch above the rest. I love the performances, they play in a world of hyperbole but the set up allows for it. I know I am being advertised to, but advertised to in a smart, engaging and memorable way.”

Dani’s comment: ‘And one more has to be ShopRite. The art direction and clever use of misdirection in a comedy spot was utterly wonderful to watch. Not to mention stellar performances and a reprise that keeps us smiling after the hard sell retail promise. An often used device executed with a fresh twist that delivers a smile up to the very end. Nicely done.’

Glenn’s comment: ‘Comedy is always a winner and there are so many lovely things in this spot. From the superb details in the art direction of the set (and the sound design) to the fast yet humorous pace of the edit. What I love the most though is both the casting and how perfectly directed they all were to give such super fun performances. Love directors who can extract such natural humour from the cast. Not over the top but not too subtle. Nicely done!’

Evy’s comment: “This zippy spot was my second choice for Best in Craft. Trevor takes an already stellar concept and elevates it with his well-honed comedic chops. The fun performances, colourful imagery, nicely-timed edit and joyous track combine to create a delightful piece that I’m sure everyone can relate to, parents and non-parents alike.”

Judges Comment: “My pick for this month’s Best Of Reel for Direction this month goes to Morgan Dingle and Your Girlfriend for this lighthearted and beautifully directed piece. I particularly enjoyed the believable performances, the shooting style and the concept of this work. It doesn’t take itself too seriously, just like the car its advertising, but it packs a punch and I think it will resonate strongly with its intended audience.”

Judges Comment: “In an industry obsessed with montage ads and lofty manifesto VO’s, it’s great to see a pure comedy spot again.  This one is well put together with nice casting and performances, and well-selected cut-aways that push the humour. I love the carving maiden who serves absolutely no purpose in the story except maybe to highlight its ridiculousness. The spot made me smile, old-school like.“

Judges Comment: “I know I’m an ad guy, but honestly, most ads bore the shit out of me. It’s no surprise then that from this month’s SA Film Reel my favourite piece wasn’t an ad at all. A hilarious story of a sniper plagued by technology, his Boss and his Roommate. It is beautifully written, shot and edited with some top class dialogue and a stellar performance from the lead. I actually loled, a few times, not the kind where you barely crack a smile and say that you did, actual out loud lagging. It’s so rad to see such a high-quality film coming out of South Africa. A lot of time, effort and money goes into these sorts of things and more often than not there is no budget to speak of. Well done to all involved, it’s a piece of work you can all be very proud of.

PS. You can buy me a piece of cheesecake sometime.”

Judges Comment: “In the direction category, lots of very good, nicely handled work but the Best of Reel has to go to Trevor Clarence for Granola, Late Night Drama. I think this spot shows a bold and very conscious choice of direction. The director hasn’t just shot a script, he’s picked a lane and brought something to the story that makes it 50% better than it was on paper. This piece has been thought through and demonstrates a real opinion and point of view, from the shooting style, art direction, music and sound direction right down to the end title sequence.  It shows personality and balls and I’ve always has a penchant for both.

Nice one, Trevor and Co.”

Judges Comment: “Another Special Mention must also go to Disprin’s off-the-wall Stevovo ad. Mad, entertaining and still makes its point.”