The AdCracker Ad Annual recognizes excellence in creative branding, positioning and direct response techniques.

In 2007, six TV commercials, three print ads and one radio spot comprise the top 10.

> See the all new Top 10 Ads 2008

# 1 “PC vs Mac” for Apple by TBWA\Chiat\Day, Los Angeles. Renamed to "Get a Mac."

The TV ads in the PC vs Mac campaign use multiple advertising techniques, such as personification and dramatic conflict, to achieve both strategic and tactical objectives. Every ad in the campaign projects the Mac's brand personality: helpful, hip, and friendly. On the tactical side the TVCs tell us that Macs don't get viruses, that they "work" right out of the box, and interact smoothly with peripherals.

While this campaign is loaded with advertising techniques, the presentation is simple, clean and interesting. That combination earns it the best brand campaign of the year. *

Note: On June 8, 2007 this campaign was awarded the Grand Effie at the 39th Annual Effie Awards, honoring ideas that work. "Results included market share growth of 42%, record sales and cultural influence."

# 2 "Huggies Rock" is the title of this TVC from McCann Erickson, Tel Aviv, Israel.

What’s special about this TVC is that it goes beyond emotional techniques, the cute babies and evocative music. There’s a philosophical message about life and work for adults here. So it makes you smile and it makes you think. That extra layer earns it a spot in our top 10.

# 3 "Slim" for Levi Strauss & Co., by J.Walter Thompson, Mumbai, India.

"Simple sells" is the new creative mantra. The thin-line illustration style communicates the products USP, and helps these ads leap off the page. Click for larger image.

# 4 “Worlds shortest radio advertisement” for the Guinness Book of Records (Schibstedt Forlagene) by BBDO, Oslo, Norway.

A one-of-a-kind, world-record, big bang radio spot. Once you hear it, you won’t forget it. Which is more than can be said of the other 2,862 radio spots you probably heard last year. One of two top 10 winners from Norway.

> Play English mp3.

> Play Norwegian mp3.

# 5 "Suicide" for Electrolux by Lowe Worldwide, Shanghai, China.

It's not just the riveting, real-life drama and surprising twist that makes this TVC a winner. Many nominees had similar techniques. What got this commercial into our top 10 was the gutsy tag line at the end, “It really sucks.”

# 6 "Old People’s Home" for Norsk Tipping by Try Reklamebyrå, Oslo, Norway.

A Norwegian Nurse Ratched is making life miserable for the old folks until one clever little lady gets lucky at Lotto. A great human interest story with a surprising twist. But why is it ranked this high, among so many great ads? In a word, originality.

# 7 "Park Bench" for Cole Vision Corporation / Sears Optical, by LG2, Québec, Canada.

The focus of this TVC is the surprising expression of a product benefit, totally exaggerated. Beyond that, the visual style differentiates the advertiser and characterizes the brand. But what sets this ad apart is the dramatic tension that builds to a humorous climax. Splat. Another example of effective simplicity.

 

# 8 "NoitulovE” for Guinness by Abbott Mead Vickers BBDO, London, UK.

The title of this lavishly produced TVC is the word “Evolution” spelled backwards. “Good things come to those who wait” is the tag on this journey backwards through time. For you non-pub-crawlers, it takes - what - 126 seconds to properly pour a pint of Guinness.

This TVC is a mini epic that triggers the "Wow" response.

# 9 "Reassuringly Expensive" for InBev / Stella Artois, by Lowe, New York.Our voters found this ad, and companion campaign, a fresh expression of a traditional positioning strategy: “More expensive, and worth it.”

The clever use of media, such as the coupon section of the newspaper, helped lift this campaign into the top 10.

 

# 10 "DHL corporate campaign" for DHL Worldwide Express by Ogilvy & Mather, New York.

Strong visual branding elements: layout, typography and color. Plus a brand personality brought to life in the copy. A rare, very rare combination in B2B print.

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About the AdCracker Awards.
AdCracker Award nominations were open to all commercial communications with persuasive intent, published during 2006. Registered AdCracker CD and online users, worldwide, voted on a selection of nominations. The final award winners are judged on excellence in 1) branding, 2) positioning, or 3) direct response techniques.

* AdCracker's example of "The brand as a person" was published several years before the PC vs Mac campaign.