We recently gave you the first part of our countdown of 2016’s best ads and, featuring brands such as Bose, Apple and Sony, it was a true visual feast.
If choosing a top five was tricky, then picking our favourite was tougher still. Do we go for an ad that looks spectacular, or one with a hard-hitting message? Do we go for an ad that takes your breath away, or one that tugs at the heartstrings?
Opinions were indeed divided, but we got there in the end. And the winner probably isn’t the one you expected…
#5 – Sandy Hook Promise / Evan
#4 – Under Armour / Rule Yourself
#3 – Audi / Duel
#2 – Barnardo’s / Believe in Me
#1 – Amazon Prime / Vicar & Imam
Yep, Amazon’s widely-acclaimed, 80-second Christmas TV spot is our Ad of the Year. You might well be surprised at our choice, but the consensus here at S3 was that the online retail giant’s latest offering ticked every box
Beautifully shot? Check. Epic soundtrack? Check. A clever reveal? Check.
Sure, other ads ticked all of those boxes too, but it was the brand’s heart-warming, relevant message that helped it take top spot. Events such as Brexit, Trump’s election as president and a plethora of terror attacks this year have only fuelled racial hatred further and, as such, Amazon’s narrative is more important than ever.
And it just goes to show that, sometimes, brands don’t need to spend ridiculous budgets on extravagant CGI, special effects and production values. Because it’s the message that counts, and that’s something you can’t put a price on.