Bestads Best of the Week Reviewed by Jen Speirs, Chief Creative Officer, Droga5, Dublin

Why It Matters

The selections signal a shift toward humor‑laden, human‑centric and socially conscious advertising, guiding brands on the creative approaches that resonate in today’s fragmented media landscape.

Key Takeaways

• Maxibon ad wins Best TV for absurd humor.
• Tesco Mobile ad highlights human connection over product features.
• KFC interactive campaign uses blindfold challenge to engage consumers.
• Mycar Tyre outdoor ad promotes sun safety through car canvas.
• Jen Speirs’ selections reflect trend toward authentic, socially relevant storytelling.

Pulse Analysis

Bestadsontv.com, the global arm of Campaign Brief, curates a weekly ‘Best of the Week’ showcase that is judged by leading creative talent. This edition was overseen by Jen Speirs, Chief Creative Officer of Droga5 in Dublin, whose résumé includes Cannes Lions and D&AD honors. Her involvement adds industry gravitas and signals to agencies that the selections are a barometer of cutting‑edge creative thinking. By spotlighting ads across TV, print, outdoor and interactive formats, the roundup offers a cross‑media snapshot of what resonates with both audiences and peers.

The winning TV spot, Maxibon’s "GO FULL COOKIE", leans into absurd humor that instantly captures attention, a tactic increasingly favored in a cluttered broadcast environment. Tesco Mobile’s print piece flips the script by celebrating the brand’s role in personal connections rather than product specs, reflecting a broader shift toward human‑centric storytelling. Mycar Tyre’s outdoor activation uses a car as a literal canvas to warn drivers about sun exposure, marrying visual shock with public‑health messaging. KFC’s interactive challenge, "How much do you believe in chicken", blends gamification with brand narrative, demonstrating how experiential formats can deepen engagement.

These selections underscore a market where authenticity, humor and social relevance outperform pure product pushes. Brands that embed cultural commentary—whether through a cheeky TV gag or a public‑health outdoor stunt—gain stronger recall and can influence consumer behavior beyond the ad break. For agencies, the takeaway is clear: invest in ideas that provoke emotion, invite participation, and align with broader societal conversations. As the advertising ecosystem continues to fragment across screens, the Bestads roundup, guided by experts like Speirs, will remain a valuable compass for crafting campaigns that cut through the noise.