Overview of the Week in Advertising
Each week, Bestads curates the most compelling advertising from around the globe, evaluating every medium—from TV and print to digital and in-store experiences. This week’s edition features a special guest judge, Justin Joshua, Global Creative Specialist/Lead at The LEGO Group, who lends his sharp eye to the selections and shares what makes certain campaigns exceptional in the crowded marketplace.
Titular Highlight: TV – Olga Basha, New Jeans
The standout TV entry this week is Olga Basha’s New Jeans. Described by jurors as a cinematic slice of everyday absurdity, the spot combines sharp dialogue, a twisted sense of humor, and street-smart irreverence to transform the ordinary into something fashionably striking. The film-gritty street photography aesthetic grounds the narrative in realism, while a clever tonal balance keeps it playful rather than cynical. This approach is particularly effective for a streetwear brand, where authenticity and attitude matter as much as product details.
Justin Joshua notes that the piece nails the “tone” of its category—artful, a touch rebellious, and unmistakably contemporary. The storytelling is compact, with a rhythm that holds attention even as it leans into quirky humor. In practice, the spot demonstrates how a strong visual language and characterful dialogue can drive brand perception without feeling like a traditional sales pitch. The result is a memorable experience that lingers beyond the screen—and in a media landscape crowded with fast cuts and quick slogans, that’s a win.
Other notable entries across media
Beyond the top TV pick, the week’s Bestads selections show a thoughtful mix of strategic intent and creative craft. Campaigns across digital, print, and out-of-home demonstrate brands’ ongoing push to differentiate through storytelling, not just product features. Viewers are rewarded with ideas that feel earned—campaigns that invite interpretation, spark conversation, and, crucially, translate into intent.
In digital and social formats, we’re seeing a continued emphasis on transparency, humor, and human-scale storytelling. These elements help brands break through while maintaining an approachable voice. In print and OOH, the strongest entries leverage strong typography, bold visuals, and concise copy to communicate value quickly, which remains essential given shrinking attention spans.
What Justin Joshua looks for in winner work
As a guest judge, Joshua emphasizes several criteria that resonate with LEGO’s brand ethos—clarity, playfulness, and an edge that invites spectators to participate in the narrative. For him, the most successful campaigns balance a distinct creative voice with an understanding of audience channels. He also highlights craftsmanship: direction, production value, and editorial choices that align with brand personality. When these elements coalesce, campaigns not only look great but feel authentic and enduring.
Takeaways for brands and creators
1) Tone and texture matter: A cinematic but grounded aesthetic can elevate a brand’s status without losing approachability. 2) Dialogue and character reveal: Verbal wit paired with visual boldness creates a lasting impression. 3) Channel-aware storytelling: The best work respects the constraints and opportunities of each medium, delivering a cohesive message across placements.
Looking ahead
With judges like Justin Joshua on board, Bestads continues to spotlight campaigns that push boundaries while staying true to brand DNA. For marketers, the takeaway is clear: invest in a strong, authentic voice, lean into robust production values, and craft narratives that invite consumer involvement across touchpoints.
