Shots’ ten best vids of 2010

Shots is a bit like the Face magazine to Marketing Week’s Financial Times of the advertising industry, though it’s not exclusively on ads. Assorted virals, music vids and trailers also feature in what is mainly a look at cool stuff and creativity within the industry.

It’s a bit wanky (they’ve got their own embeddable vid players for crying out loud – these people are serious multimedia nodes) but it does appeal to the part of me that admires adverts and the like as unique, intense art forms that can be absolutely superb. Shots compiled a top ten, well, things of 2010 – some of which are adverts.

No Go Compare, Halifax or Iceland here – though some old favourites and old enemies do rear their heads at some point.

Old Spice: The Man Your Man Should Smell Like

AdTurds approves. Brilliant campaign, executed superbly.

OK Go: This Too Shall Pass

The latest iteration of Honda’s Cog advert. Impressive, but they didn’t exactly get there first.

Puma: Hard Chorus

Mmmmm. Juxtaposition. Well done.

Philips: DarkRoom

Stunning, but what the hell is going on? Little Blade Runner riff, more than a tad on the edge. Cool. But is that enough?

John Lewis: Always A Woman

No, no, no, no, no.

Nike: Write The Future

Soccergasm #1.

Dulux: Let’s Colour

I like stuff like this. Don’t care what anyone says.

Adidas: Cantina

A stilted, awkward cashgasm that’s not original in the least.

Nokia: Dot

Lovely little piece that combines nice visuals with showing off the product. Wonderful.

Levi’s: Ready To Work

Mmmmmmmmmmm. Not sure. Nice idea, now convinced by the execution. Next up: Phileas Fogg tries to turn Consett into something other than a shithole, using mignons morceaux.

John Lewis advert seems to misunderstand Always A Woman lyrics

The world is sitting with big, fat tears rolling down their faces watching this advert for John Lewis, at least that’s what’s the internet is telling us.

Really? The first time I became aware of it was when people started telling us about it on the Suggest an AdTurd form and my housemate started throwing things at the telly.

The first thing I thought was Bill Fucking Joel. I’m not sure how lyrics like:

She can kill with a smile / She can wound with her eyes


She can ruin your faith with her casual lies

really invite me to buy into this touching life story. To me it suggests deep duplicity and cruelty and, of course, she also ‘steals like a thief’.

That’s just for starters though. Because she will also ‘carelessly cut you and laugh while you’re bleedin’. This woman sounds awful! She’s a sociopath!

I’d suggest that the ad is missing a few scenes. The one where she gets backscuttled by a bloke at work and then lies to her husband about it.

The bit where she embezzles tens of thousands of pounds from the charity she works for as an fund-raising manager.

Or the bit where she wallops her kid and locks her overnight in the pantry for making a mess in the kitchen. And why not take that ‘laugh while you’re bleeding’ line literally?

Hell, it may not sell as many teasmaids, but it’d be a much better advert.

• FYI: The song is performed here by Fyfe Dangerfield from the Guillemots – a massively overrated band in AdTurds’ book