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We asked Jenny Glover, ECD Net#work BBDO, to cast her expert eye over the work and select what she thinks is this month's standouts. Read her comments below.
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A COMMENT FROM JENNY GLOVER: EXECUTIVE CREATIVE DIRECTOR NET#WORK BBDO JHB
The selection criterion for this reel is strictly based on craft and not actual ideas. This is a tricky concept for a creative but onethat I’ve at least attempted to take onboard.
Despite toilet-door rumours of my heartlessness, I do genuinely like rewarding good work. The flip side to this coin is that I genuinely don’t like rewarding bad work. It’s a bothersome honesty gene and I’m quite powerless to control it.
So that’s my little disclaimer.
Sadly, I can’t in good conscience say that the work this month was our best. Even though I’d really like to because it’ll make me look like less of a cow and my PR person would do fist pumps.
Undeserved praise doesn’t make our work better and that’s the point of this whole thing. So, there’s no 'best of reel' but here are few special mentions to ease the pain.
For starters, the lighting on the Honda spot shows real skill. It’s no small thing to light a car, let alone a moving car. Themusic on DSTV ‘mom’ reminds me of a Gonzales piano solo, which is a very good thing. And King Price does performance as it should be, sans the ham.
It’s also worth noting that there were one or two concepts that weren’t half bad. Although I’m not permitted to talk about these because Julie Maunder was pretty strict about this being a craft only deal and I for one don’t want to wake up with a horse head in my bed.
Overall, this isn’t the month that we’re going to set the world on fire but having a bad month is part of this business. As I said to my two-year-old when she gave me a lovingly crafted, glue-generous mother’s day card, “you’ll do better next time.”
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