Claire Beale on Advertising: We leave the year 2012 in good shape
Top of the list of ads of the year is one which captures all that was best about our Olympic summer, Channel 4's “Meet The Superhumans” campaign for its Paralympics coverage. The beautiful, moving film deftly turned preconceptions of disability upside down. And there wasn't an ad agency in sight with this one, it was made by Channel 4 in-house.
Then there was The Guardian's Three Little Pigs film by Bartle Bogle Hegarty (widely acknowledged as the best performing ad agency of the year). It might have perplexed some with its zealous promotion of open-access journalism, but its powerful creative approach was undeniable. Perhaps the most important great ad of the year was the British Heart Foundation's commercial starring hard man Vinnie Jones. Created by Grey and set to the Bee Gees's Stayin' Alive, it has already saved 28 lives by demonstrating how to perform Hands Only CPR. Brilliantly scripted and directed, the film was the perfect iteration of a good ad: useful, entertaining and demonstrably effective. If it's entertainment you're really after with your ads, though, Paddy Power has the edge. The betting brand took its advertising from the embarrassingly crude to the wickedly funny this year with a series of films that mostly could only run online, so near the knuckle were they. Created by a relatively young London outpost of one of the world's most highly regarded creative agencies, Crispin Porter & Bogusky, the ads ranged from attacks on chavs at the races to airplane trails that flew over this year's Ryder Cup, spelling out anti-American tweets like "Europe has better hair".
The list of good work goes on. 2012 was a year when adland was bombarded by reports of faltering growth, nervous clients, reduced advertising budgets.
But these early signs of a creative renaissance and growing agency confidence leave the industry in good shape for whatever 2013 has planned.
Claire Beale is editor of 'Campaign'
Notes from a small island: Is Sealand an independent 'micronation' or an illegal fortress?
World news in pictures
You thought Ryanair's attendants had it bad? Wait 'til you hear about their pilots
Join Ryanair! See the world! But we'll only pay you for nine months a year
Revealed: Eerie new images show forgotten French apartment that was abandoned at the outbreak of World War II and left untouched for 70 years
- 1 Stoke City investigate 'religious abuse' after 'pig's head is found in Kenwyne Jones' locker'
- 2 Heading for America? Prepare for the longest US immigration queues ever
- 3 Amir Khan interview: 'One second could end my boxing career'
- 4 Groundhog day looms for Arsène Wenger as Arsenal battle for a place in the Champions League on final day
- 5 Join Ryanair! See the world! But we'll only pay you for nine months a year
BMF is the UK’s biggest and best loved outdoor fitness classes
Find out what The Independent's resident travel expert has to say about one of the most beautiful small cities in the world
Win anything from gadgets to five-star holidays on our competitions and offers page.
iJobs Money & Business
£550 - £600 per day: Orgtel: Fidessa Analyst / PM - Banking - London - Up to £...
£450 - £500 per day: Orgtel: Sourcing Manager - Banking - London - Up to £500p...
To be discussed at interview.: Queen Elizabeth's School: An experienced and ef...
£294.05 - £330.92 per day + 150 per day travel and accommodation: Orgtel: A le...