THE CREATIVE CHOICE: The people who create the ads take their pick from 2002's best


Malcolm Duffy, creative partner Miles Calcraft Briginshaw Duffy

"It's been a poor year for creativity. I struggled to think of a real humdinger for 2002, and then I remembered the Audi 'Influence' ad. A visual feast from first frame to last, it swerves round all the usual cliches, creating a look and a feel that could only be Audi. "Most car manufacturers are happy to show us lingering shots of their bodywork. This ad brings the award-winning Audi TT design to life with a series of stunning, yet relevant, visuals, all driven by a great Hendrix track. Heady stuff, man."


Andrew Cracknell, executive creative director, Bates UK

"I'm going to be perverse: throughout the summer I giggled at John Smith's 'Top bombing' - the bloke with the plumbers' cleavage who wins an Olympic diving contest with a bomb rather than a dive. And who joins a bunch of classy footballers delicately practising ball skills and then tries to belt the leather off the ball. Was it the best campaign of the year? Probably not. But it was consistent with its own 'No nonsense' positioning and, as a gag, its basic silliness was refreshing in the face of so much oh-so-earnest self-reverential advertising."


Kate Stanners, creative director and vice-chairman, St Luke's

"My campaign of the year is for the Pru. I could pick any of these, from the launch ad, which features photos floating downstream ('If you ever find my house on fire, leave the silver. Save photographs.') to the man watching the greyhounds. 'Money talks, I don't deny. I heard it once, it said: 'Goodbye'. "These are beautifully written, wonderfully observed and brave. They hit a nerve, they make you think about your future. They made me look, they made me stare, they made wish that 'I'd been there'."


Tim Mellors, chairman and executive creative director, Grey Worldwide London

"Although this Levi's spot is my choice, I don't actually like it. That's precisely why it's so good. Like Beckham's cockatoo hairstyle, scruffed up jeans are more my kids' idea of the dog's you-know-what than mine. "But you have to take your beanie off to the Levi's marketing department; it's kept its strides astride of fashion for at least 30 years - no mean feat when you think how often fashions and fashionistas have changed in that time (I got off the Levi's bus around 'The swimmer' commercial)."


Greg Delaney, chairman, Delaney Lund Knox Warren

"The runners in the Nike 'Splash' ad are carrying quite a lot of baggage: all the other great Nike ads we've seen and admired over the decade. "Unlike Adidas, whose 'Footballitis' campaign made the fatal error of making famous sportsmen look ridiculous, Nike makes the everyday runner seem heroic. The final use of the Man U team coach is a lesson in how to deploy subtle celebrity endorsement with humour. Nike understands that marketing, like sport, is all about confidence."


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