Overview: A Week of Standout Advertising
The Bestads Best of the Week offers a curated snapshot of the world’s strongest advertising across media. This edition features a guest judgment from Justin Joshua, Global Creative Specialist/Lead at The LEGO Group, who lends his expertise from a leading consumer brand perspective. The result is a thoughtful mix of cinematic storytelling, sharp dialogue, and a streetwise sensibility that resonates with modern audiences.
Best TV: Olga Basha, New Jeans
The standout in television this week is Olga Basha’s New Jeans. It’s a cinematic slice of everyday absurdity that marries twisted humor with street-smart irreverence. The campaign is anchored by crisp, characterful dialogue and a tone that feels both fashion-forward and refreshingly candid. The result is a narrative that lingers—one that makes gross moments look unexpectedly fashionable without surrendering its edge.
From a creative standpoint, the work excels in how it translates a brand identity into a visual language that can live as a short-form narrative or a quick, punchy ad slot. The street photography-esque visuals give the spots a gritty realism that avoids glossy polish, allowing the humor to land with authenticity. This blend of film-gritty aesthetics and witty writing is a strong fit for a streetwear brand aiming to feel both aspirational and approachable.
Why this matters: Tone, Craft, and Brand Fit
Justin Joshua’s assessment highlights three core strengths that make New Jeans stand out in the weekly roundup. First, the tone strikes a delicate balance between irony and sincerity—enough swagger to convey confidence, yet grounded enough to feel relatable. Second, the craft of direction and editing creates a rhythm that suits social and TV formats alike, ensuring the message lands whether viewed on a phone or a billboard. Third, the brand alignment is clear: the work communicates a fashion-forward identity without compromising the humor that gives it character.
For LEGO and similar global brands, Joshua’s comments underscore the value of strong, cinematic storytelling that can cross cultures while maintaining a distinct voice. In an era of saturated feeds and short attention spans, a campaign must deliver both standout visuals and memorable lines that invite a second look.
Other Highlights Across Media
While the TV winner takes the spotlight, Bestads’ weekly digest typically surfaces a spectrum of excellence across all media—print, digital, outdoor, and interactive work. The review process, guided by a senior creative leader’s eye, emphasizes originality, risk-taking, and the ability to scale a message across touchpoints without diluting its core idea. Expect to see a mix of bold, disruptive campaigns alongside more understated, craft-forward pieces that demonstrate technique and discipline.
Takeaways for Creatives and Brands
From this week’s selections, the practical lessons for creatives and brands are clear:
- Style can be just as compelling as script when paired with authentic performance and dialogue.
- A gritty, authentic visual tone can elevate a brand story without sacrificing clarity.
- Cross-channel consistency matters—what works on TV can translate to social and digital ecosystems with the right edits and rhythm.
Justin Joshua’s involvement brings a practitioner’s perspective to the table, reminding us that award-winning work should not only look good but also reliably convey a brand’s personality and value. The New Jeans winner exemplifies how a bold aesthetic and witty execution can produce television that feels contemporary, relevant, and uniquely memorable.
