Direct Line: “Winston Wolfe” (Starts at 00:06) – UK

This advert marks a huge change of direction for Direct Line after the insurance company installed Saatchi & Saatchi as its new advertising agency. Harvey Keitel reprises his role as Pulp Fiction’s Winston Wolfe, but is fixing the insurance problems of ornery folk instead of disposing of carelessly killed corpses. It’s quite a departure, and a terrific idea.
Agency: Saatchi & Saatchi
Director: Chris Palmer

Hornbach: “Goth” (Starts at 00:49) – Germany

Teenage alienation is a common enough theme in television advertising, but you might not have seen it being dealt with quite as sympathetically as it is in this splendid German commercial for Hornbach. All the familiar tropes are on show in the first half of the advert, with the main protagonist enduring a great deal of mockery because of the Goth styling she’s adopted but – as they say in those annoying Facebook adverts – you’ll never guess what happens next!
Agency: Heimat (Berlin)
Director: Pep Bosch

Guinness: “Made of Black” (Starts at 01:38) – Pan-Africa

Hi-octane and supercharged, this is nothing if not rammed to the gills with attitude. Made for the pan-African market, it’s a slick paean to a mindset: black’s not so much about the skin you’re in as what’s under it when you scratch the surface. Indeed, the spot’s sheer polish and verve, fuelled by Kanye West’s Black Skinhead is impossible to resist … and even if you’re not a Guinness drinker, you may find yourself saluting those who are.
Agency: Abbott Mead Vickers BBDO
Director: Sam Brown

Royal British Legion: “Every Man Remembered” (Starts at 03:33) – UK

This film for the Royal British Legion offers a perfect example of how world war one commemorations ought to be done. It’s infused with a sombre dignity as it reminds us of the human tragedy that started to unfold a hundred years ago, and it brings word of a really ambitious project to shine a light on every single one of the British soldiers who died in the conflict. The promoted web site is well worth a visit.
Agency: RKCR/Y&R
Director: Stevie Russell

Invictus Games: “I am Invictus” (Starts at 04:40) – UK

The grunts of extreme physical exertion provide the soundtrack to this ad promoting the Invictus Games; the sports challenge for soldiers wounded in the line of duty. This simple but intelligent communication slowly reveals what we’re witnessing and gives a sense of the single-minded determination it takes to compete.
Agency: Bartle Bogle Hegarty
Director: Niall O’Brien

Rugby World Cup: “Team Talk” (Starts at 05:44) – UK

Charles Dance gives an inspiring team talk in this film promoting next year’s Rugby World Cup. He doesn’t just speak to the players though … he has something to say to the officials, the ground staff and even the fans as he urges everyone to make it the greatest tournament there’s ever been. It’s a mesmerising performance by the Game of Thrones actor … decide for yourself whether or not his tongue is in his cheek.
Agency: Bartle Bogle Hegarty
Director: Peter Cattaneo

Jason Stone is the editor of David Reviews