The Brits have long produced smart, engaging commercials largely because 1) they’re kind of embarrassed to be peddling stuff so they try to make the pitch worth your while; and 2) they actually respect consumers as intelligent beings, unlike American advertisers who think you’re a moron.
(Five decades ago legendary (Scottish!) adman David Ogilvy admonished his staffers by saying, “The consumer isn’t a moron. She is your wife.” Apparently, the majority of their successors married down.)
Among the finalists was this inspired wheelchair basketball ad from Guinness.
And this sweet spot from Cesar dog food.
And this smart series from Aldi. Representative sample:
Bronze winners included this AXE Apollo commercial.
Among the Silver winners was this haunting anti-cyberbullying video from The Cybersmile Foundation.
And, finally – drumroll . . .
Commercial of the Year:
There are dozens more, most of which you can watch here, most of which are a hoot.